MUMBAI: Hungama Digital Media, for the fifth time in a row, will recognise and honour the talented musicians across genres, languages and regions, through its digital distribution platform - Artist Aloud. The purpose of promoting and encouraging the new-age musicians found a new rhythm and boost with Artist Aloud Music Awards.

Leading names from the music industry like COO of Times Music Mandar Thakur, Managing Director of Turnkey Music and Publishing Atul Churamani, CEO of Universal Music Group and EMI Music Devraj Sanyal, President of Sony Music (India) Sridhar Subramanium, Music Critic Parag Kamani, Music & Media Specialist Verhnon Ibrahim, Industry Veteran Mehmood Curmally, Music composer Shameer Tandon. CEO & Founder of Canvas Talent & Farout Media Anurag Rao and Red FM's RJ Rishi Kapoor gathered together at Artist Aloud's office to vote from the shortlisted nominees, two days after the first phase of public voting concluded. The jury session was streamed live on Facebook, YouTube and Twitter platforms.

Scheduled to happen on 20 April at the blueFROG, Artist Aloud will give away awards in 14 categories that include Best Male Artist, Best Female Artist, Best Song, Best Group and several others. On Artist Aloud's consistent effort to celebrate the alternative music community, Devraj Sanyal said, "Million compositions surface every year in the country. That's where Artist Aloud comes into the picture.They choose the very bests and offer the music to the people. So what we listened to today, is only the tip of what's happening in the country."

Managing Director of Turnkey Music and Publishing Atul Churamani welcomes the evolving scenario of the music industry. "The market has opened up. Sonu Nigam, who has 7000 songs to his name in his early 40s, will not have the same demand. Through these awards, the artistes are recognised, and further, you receive the opportunity to perform for the A.R. Rahmans and Vishal-Shekhars. Learning from film music will be a tremendous experience - no matter who the artist is. The problem today is the digital medium does not provide you a digital platform. Artist Aloud is one such digital platform. With mediums like print, radio stations and television acknowledging the talent and scope in the scene, the scene will evolve. It has to," explains Churamani.

On what needs to be the benchmark for an upcoming artist, Churamani replies through a label's perspective. "It's pretty simple, it's business. So, let's say, if we spend 1 rupee on an artist, any returns over that amount is profit. For the label, that is success. However, I agree, the labels need to do more. The labels are not doing enough on sustained basis. But with initiatives like these (Artist Aloud Awards), the accessibility gets better," elaborates Churamani.

Mandar Thakur firmly believes 'only' talent does not guarantee success. Providing Artist Aloud as an example on how to nurture right talent, Mandar says, "Almost everyone is talented, or could gain talent in some aspect of music. Now do the maths, and imagine the number of talented people there could be in the country alone. But only talent cannot take you to the right places, the right labels or the right platforms."

Radio Stations and RJs provide an extension to the community's effort of endorsing itself to the right audience, and present amongst the jury members was Red FM's RJ Rishi. "As an RJ, I will honestly tell you Bollywood will remain the dominant force for the coming years. Alternative music needs to take an alternate route for its growth. With time, internet has engulfed everything, even the radio. Niche content is the future. The internet or the digital era will ensure both the communities will have an equal opportunity in the market," said Rishi - the only RJ in the jury panel.

Lack of originality remains the concern for the music community as a whole, however, with platforms like Artist Aloud and labels like Times Music travelling an extra mile to ensure the music reaches the right audience, the concerns over the stagnant evolution gradually will fade away.

Following are the jury nominees for the eight categories -

Best Video -

Don't Say No - Dream Alive
Namaste India - Salim-Sulaiman
OZ - Out Of Control
Chain - D-BOY
You make my knees (go weak) - Hammer n Thong!

Best Sound -

Gondhal - Bandish Projekt ft. Mc Mawali
Raqeeb-E-Jaa'n - Jazim Sharma
Shor - Nusrat Hussain
Chhaap Tilak - SSG Season 2
Talbat (Original mix) - The Dirty Code (Aaroh)

Best Single -

The Mumbai Cypher - Mumbai's Finest
Sohni Dharti - Coke Studio Season 8
Eh Tan Mera - Deepa Nair Rasiya
Namaste India - Salim-Sulaiman
Chandrakauns - SSG Season 2

Best International Artist -

Nusrat Hussain
Roach Killa & Miss Pooja
Dream Alive
Blory ft. Dr. Zeus & Shortie
Ryaan ft. Myssah

Best Composition -

Ritu Basant Ki - Ronkini Gupta Collective
Kashmir - Neerja Pandit ft. Anupam Kher
High - Manasi Scott
Baadal - Sherrin Varghese
Jagga - Pavneet Singh Birgi

Best Album -

Destination - Deepa Nair Rasiya
Aabha Hanjura and Sufistication - Aabha Hanjura
Jhora Palok - Krooswindz
Raga Punch - Ravi Iyer
Before The Dawn - Dream Alive

Best Genre -

The Mumbai Cypher - Mumbai's Finest
Gondhal - Bandish Projekt ft. Mc Mawali
Hansla ft. Aditya Gadhvi - Aditya Gadhvi
Gajananam - Kavita Seth
Tillana - Thermal Projekt

Best Lyrics -

Raqeeb-e-Jaa'n - Jazim Sharma
Kashmir - Neerja Pandit ft. Anupam Kher
Mr Brown - Vivek Date
Nanhe Khwab - Kaushik Shukla
Choices - Blakc