Lucknow witnessed a vibrant celebration of creativity and talent with the launch of ‘Voice of UP’, a large-scale voice talent hunt initiative introduced by Fever Network, managed by Hindustan Times group. The event was held under the banner ‘Fever in UP: Ab Machega Bhaukaal’, bringing together artists, creators and industry figures.

According to a press release from the organisers, the initiative, originally launched late April with registrations opening on May1, aims to provide a strong platform for emerging voices from Uttar Pradesh, particularly those from smaller towns and underserved regions, giving them an opportunity to be discovered and celebrated on a larger stage.

The launch event saw the presence of several prominent personalities, including Padma Shri awardee Malini Awasthi, former IAS officer Awanish Kumar Awasthi, Vijay Vikram Singh, actor Sharib Hashmi and storyteller Laksh Maheshwari, along with digital creators and performers. Their presence added weight to the initiative, which seeks to spotlight regional talent and amplify their voices nationally.

One of the most striking moments of the evening came from Malini Awasthi, who reflected on the untapped talent across Uttar Pradesh. She highlighted how regions like Badaun, Farrukhabad and Kannauj have produced extraordinary artists but often lack access to opportunities. While acknowledging the confidence of today’s generation, she emphasised the importance of depth and seriousness in creative expression.

Awanish Kumar spoke about the changing perception of Uttar Pradesh, noting that the state has entered a new phase where people proudly identify with it. He pointed to cities like Ayodhya and Varanasi gaining global attention and stressed that initiatives like ‘Voice of UP’ can serve as a meaningful platform for artists from smaller towns and villages.

Rajat Kumar, Chief Operating Officer of Hindustan, highlighted the combined legacy of Hindustan Times, Hindustan and Fever FM, calling the platform a major cultural milestone. Ramesh Menon, CEO of the Radio Business at HT Media Group, described ‘Voice of UP’ as a natural progression for Fever Network, aimed at connecting deeply with audiences and discovering voices that can resonate across the country.