Universal Music India has partnered with Max Life Insurance for the 1st edition of their i-genius ‘Young Singing Stars program’. Universal Music is an integral part of i-genius Young Singing Stars; lending a hand to the initiative that recognizes and rewards young singing talent in the country. The initiative focuses on nurturing talent in deserving children, bringing them closer to their dreams.

Time and again, Universal Music India has unearthed fresh music talent, putting the spotlight on budding musicians while giving them a global platform to showcase their talent. Collaborating on the venture to discover music stars in the making, Universal Music and Max Life Insurance will scout talented children between the ages of 8-11 years (i-genius Junior) and 12-15 years (i-genius Senior). The music skills in the selected participants will then be nurtured, polished and mentored by industry experts for a final Grand Finale phase of i-genius Young Singing Stars. The intention is to help realize the singing potential in every child, and give the right direction, guidance and support.

Presiding over the event as brand ambassadors and the jury are Universal Music Artists and popular musicians; Bollywood music composer Salim Merchant along with the rising star, 19 year old YouTube singing sensation - Shraddha Sharma. Also the jury for the talent hunt will help mentor the chosen participants and lend their own unique perspective to the entire talent hunt. While Salim with his astute music sense is all set to bring experience and expertise to the table, Shraddha Sharma will lend a fresh outlook to the whole scenario. The best of both worlds come together, as the Indian music superstars Salim Merchant and Shraddha Sharma prepare the chosen participants for a final face-off, where young singing stars will be awarded for their performance.

Staying true to its promise of providing a platform for the newly found talent, Universal Music India will offer one lucky winner from each category an album contract. Not stopping there, 4 finalists from each category, win a singles contract with Universal Music for a compilation. Registrations to the talent contest are now open and will end on the 31st October ‘14 , wherein those interested can register via IVR on 092500 32222 or visit the i-genius website www.igenius.org. The grand finale of Max Life Insurance i-genius Young Singing Stars is scheduled to take place in December.

Commenting on the collaboration, Mr. Devraj Sanyal, Managing Director, Universal Music & EMI Music, South Asia “The i-genius Young Singing Stars initiative from Max Life Insurance is one where the return on emotional quotient clearly outweighs the brand’s requirement for a return on investment. At Universal Music, nothing matters more to us than finding the right talent; the younger the better. This platform is backed by great mentors Salim Merchant &Shraddha Sharma, a technology layer by Sensibol Technologies and a robust platform by Hungama. We believe that, for once, this programme talent hunt is being done for hunting identifying, and gratifying and developing the talent, much more than the hunt itself and that means a lot to us at UMG. I expect great things from this platform and some real talent to emerge in the future. We at Universal Music are committed to making Max Life Insurance i-genius Young Singing Stars the leading platform for young talent in the country.”

Speaking on this occasion, Rajesh Sud, CEO and Managing Director, Max Life Insurance said, “Max Life Insurance launched the i-genius programme back in 2010 with a vision to reach out and support the young talent in India. We are glad that this property has become a legacy and reached out to over 20 lakh children across the country. The overwhelming response to all our i-genius initiatives in the past has prompted us to extend the programme in the field of music as well. The Max Life Insurancei-genius Young Singing Stars has been designed to support the immensely talented young singers of India.”

“We feel privileged to announce the launch of our i-genius Young Singing Stars and hope to continue to contribute towards nurturing the imagination of the young minds”, he further added.

Commenting on becoming a brand ambassador, Salim Merchant said, “It brings me great pride to be a part of an initiative like this. Children are a powerhouse of talent, and when it comes to music, they deliver it straight from their hearts. Working with kids brings me great joy, and I am absolutely looking forward to mentoring them”

Speaking on the occasion Shraddha Sharma said, “It was just last year that my debut album Raastey was launched under Universal Music India. I understand what a budding musician goes through. While following our dreams, we experience a wide range of feelings right from pressure to fear. As brand ambassador for the event, I am sure I will be able to connect with the children and hopefully be someone they look up to”