Mumbai: Fever Network and Hindustan have announced the launch of ‘Voice of UP’, a large-scale voice talent hunt aimed at discovering and nurturing talent across Uttar Pradesh.
The initiative was unveiled at an event titled ‘Fever in UP: Ab Machega Bhaukaal’ held at Centrum, Lucknow, bringing together artists, creators, and industry leaders from across the state.
The launch event was attended by prominent personalities including Malini Awasthi, Awanish Kumar Awasthi, Vijay Vikram Singh, Sharib Hashmi, and Laksh Maheshwari, along with digital creators and performers.
Highlighting the depth of talent in the region, Malini Awasthi said, “I see in every artist what I once was. Badaun, Farrukhabad, Kannauj — these are places where some of the most extraordinary artists in the world were born. But no one reaches there. There was never a shortage of talent — there was just no one to reach them.”
She also noted that while today’s creators are confident, sustained success requires seriousness and depth in content creation.
Speaking on the evolving identity of the state, Awanish Kumar Awasthi said, “There was a time when people would hesitate to even say they were from UP — today, those same people say it with pride. Ayodhya and Varanasi are now among the most visited cities in the world. This is UP’s new era — and in this era, artists from every small town and village deserve a real stage. ‘Voice of UP’ is exactly that stage.”
From an industry perspective, Rajat Kumar, COO — Hindustan, said, “Hindustan Times at 101 years, Hindustan at 90 years, and Fever FM at 20 years — together, what these three are bringing to UP through Voice of UP is going to be something truly worth celebrating.”
Ramesh Menon, CEO Radio Business, HT Media Group, added, “Fever Network is today UP’s largest radio network — and ‘Voice of UP’ is its next big step. We believe that those who will win in UP are not the ones who merely reach people, but the ones who become a part of their lives. Through ‘Voice of UP’, that is exactly what we want to do — because the voice that rises from here will be heard across the entire country.”
As part of the event, several artists and creators, including Malini Awasthi and Vijay Vikram Singh, were honoured with the inaugural ‘Voice of UP Awards’, alongside recognition of leading business houses and media agencies for their contributions.
‘Voice of UP’ is positioned as one of the state’s largest voice-based talent platforms, offering opportunities across singing, poetry, comedy, and radio jockeying. Participants can submit entries via the Live Hindustan App, enabling aspiring creators from across Uttar Pradesh to showcase their talent on a wider stage.
The initiative reflects a growing push by media platforms to democratise access to opportunities and tap into regional creative ecosystems at scale.
