Radio City launches Freedom Awards to promote independent music

While the property aims at recognising independent talent, it also helps in bringing out taste for a new genre amongst Radio City listeners

e4m by Saloni Surti
Published: Apr 8, 2013 8:37 PM  | 3 min read
Radio City launches Freedom Awards to promote independent music

To celebrate independent artists and their creations, Radio City has announced a new property - Radio City Freedom Awards. The initiative gives independent artists an opportunity to stage their talent and gain recognition.

Performers across all genres can enter the race for various categories such as Best Hip-Hop Rap Artist, Best Folk Fusion Artist, Best Pop Artist, Best Rock, Best Metal, Best Electronica Artist, Best Video, Best Album Art. The winners will be announced in an award ceremony on May 31, 2013.

Speaking on the occasion, Apurva Purohit, CEO, Radio City told exchange4media, “Independent music is left behind due to various reasons. But if you listen to this music, you realise how fresh this content is. Thus, Radio City is making an effort to give it a platform, visibility and create a distribution pipeline which is missing, because it is not that there is no talent.”

Amidst all the Bollywoodisation, independent music comes in as a fresh change from listener point of view. The changing demographics of listenership patterns have given rise to dire need of fresh content, thus creating a huge market for independent music content, especially among the youth. Core target audience for this content is youth, for they adapt very quickly to any kind of newness.

Brands such as Jack n Jones and Liberty are on board with the property. “People who are passionate about this kind of content and people who want to push the envelope in terms of their brand campaigns by associating with fresh and new content come on board, thus there is good response. There should be more sponsors before the award ceremony,” added Purohit.

The property also gives terrestrial Radio City station an opportunity to offer differentiated content. While independent music was already promoted through the ‘Freedom Hour’ on the terrestrial station, Purohit shared that good response can lead to the extension of this hour for this content can make very strong programming formats. Bytes of musicians will also be aired on Radio City to market the property and give listeners a whiff of independent content.

KPMG has been roped in as knowledge partner for Radio City Freedom Awards. “Since it is the first time we are creating a format for this kind of content, we wanted a clear process outlined by a third party to avoid any kind of bias,” remarked Purohit. The number of people in the jury, how capsules of entry have to be sent, voting process, and so on, have been designed and will be monitored by KPMG.

A 360 degree marketing campaign will be generated to promote Radio City Freedom Awards. Extensive hoarding, marketing on the terrestrial Radio City station and mall activations will be seen in the upcoming days. Drop boxes will also be set up so as to encourage participants to send their entries.

Award functions have been one of the most common and effective methods of creating brand value of the broadcaster amongst their viewers or listeners. However, Radio City Freedom Awards seems to be creating more of target audience for a new kind of content, by bringing recognition to the existing talent in this field.

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