This year saw many international artistes performing in India, including Dua Lipa, Ed Sheeran, Bryan Adams and Maroon 5. While these concerts took the Indian music scene several notches higher, singer Sunidhi Chauhan, who released her single Aankh recently, and has been touring, believes that it has made things more challenging for Indian artistes.

“Now, we have to live up to the standard set by these international concerts; that has made things tougher for Indian acts. We can’t say, ‘Those are international acts’ anymore, as the playing ground has become the same. We have to be at par with them. We will have to put in a lot more [effort] because the comparisons will be direct,” she says.

In recent times, many artistes, including singer-actor Diljit Dosanjh and singer Monali Thakur have criticised the infrastructure for live shows in India. Chauhan views this as an opportunity to improve: “The potential to improve is immense as there is ample money to invest. But you can’t hide or escape anymore, you will have to up your game. I want to go to an Indian artiste’s concert and say, ‘Ab mujhe aur kuch nahi chahiye’.”

Chauhan has emerged as a pop icon with her performances at her live shows. Mention this and the 41-year-old says, “I never did anything with the idea of starting something new. To this day, my go-to popstars are (singers) Alisha Chinai, Remo Fernandes, Shweta Shetty, and Colonial Cousins (singer Hariharan and singer-composer Lesle Lewis).”

Adding to it, she continues, “Indian pop music was lost for a while because film music overshadowed it, but thanks to social media, non-film music now has an audience. I have sung more film songs, but how I perform those songs on stage is seen as pop by the audiences. When they see me perform them, they don’t think of the actor it was picturized on because it sounds and looks different.”

It wasn’t too long ago that foreign-film viewers would poke fun at Indian cinema’s song-and-dance routine. Slowly and surely, it caught their interest, and eventually won them over. M M Keeravaani’s win at the 80th Golden Globe Awards yesterday represented just that—a celebration of a song that was all things Indian. RRR’s Naatu Naatu, which was adjudged the best original song, has an upbeat traditional score and a choreography that’s as desi as it can get. Indian musicians say it is this rare combination that has been admired by the West.

Composer Sachin Sanghvi of Sachin-Jigar fame believes it is Keeravaani’s catchy beat, coupled with filmmaker S S Rajamouli’s vision, which made the song stand out. “Naatu Naatu is catchy and infectious. The world hasn’t seen this sort of energetic and crazy dance; it is a rarity for them. It is the song’s energy that has appealed to people, worldwide,” he reasons.

With this win, the RRR composer left behind American mammoths like Rihanna, Taylor Swift and Lady Gaga, who were vying for the gong. International portal Variety referred to the development as the win of ‘the underdog’. On home turf, though, Keeravaani is far from an underdog. His musician friend Sivamani is glad that the world has “finally recognized such a great composer”. “He is the king of melody.

Even his funk, rock music will have melody. This song is such an enjoyable watch. The choreography that sees the leading men compete, is a treat.” Singer-musician Daler Mehndi seconds his opinion. “Keeravaani’s music can be ethnic, folk, and classical, all at once. A man with a golden heart has won the Golden Globe.”

Keeravaani may have brought home the trophy, but no one would dismiss the role of choreographer Prem Rakshit in making the number — featuring Ram Charan and Jr NTR — the phenomenon it is. At a time when OTT viewers have the option of skipping a song, Naatu Naatu is one that they will watch a second time over. “Would a song be as impactful if a person simply stood at a place and sang it,” asks Lesle Lewis, making a case for the place of choreography in cinema. 

“My dad [P L Raj] was among the biggest choreographers of his time, and has worked in films like Sholay and Sargam. It is the song-and-dance [routine] that the international audience consumes. Also, we have now incorporated elements from the West into our work. So, while this is novel for the international audience, it is not entirely alien to them. Indian music has been striking a chord after Jai Ho [Slumdog Millionaire].”

Top musicians will come together to support and present awards on India's only digital awards for independent music artists. The 'Artist Aloud Music Awards 2014 powered by Hungama' got fans on social media to vote for their favourite artists and they got an overwhelming response (the digital reach across various social networking sites crossed 50 million).

Today, finalists from 4 categories - Bajaate Raho Song, Best Song, Best Male, Best Female and Best Group - selected on basis of public voting will be announced. Also, the winners of special jury awards in categories like Best Album, Best Video, Best Lyrics, Best Composition, Best Single - Jury, Best Genre, Best Sound & Best International Artist will be announced.

Bollywood actress and singer Priyanka Chopra will present the award for Best Single (Jury). With her, the final winners will be announced and presented their awards by musicians, including Pankaj Udhas, Himesh Reshammiya, Salim Merchant, Sulaiman Merchant, Kailash Kher, Shaan, Lesle Lewis, Sona Mahapatra, Shankar Mahadevan, Abhijeet Bhattacharya and RJ Malishka.

Talking about the awards, Soumini Sridhara Paul, Vice President, Artist Aloud said, “Tapping into the growing popularity of music consumption on mobile and tablet through internet, ArtistAloud.com has fast become a name to reckon with for lovers of independent music. The fourth edition of the digital music awards has garnered an unconventional support in the online space. Also, it is very humbling to have all great music icons of India to come forward to support the awards.“

This year, television partner 9xO and radio partner 93.5 Red FM have also extend their support in amplifying the awards.

Watch the digital extravaganza today on http:www.artistaloud.comaama from 10 am to 10 pm.