MUMBAI: The Artist Aloud app, touted to be India's only independent content app for fans, artists, producers and labels, has won the Best Interaction Design Mobile Apps designed by Fractal Ink at the recently held CII Design Excellence Awards 2016.

The CII Design Excellence Awards honour the best in class designs for the year. The app’s user-friendly and technologically robust design with easy navigation, sleek design and better interactivity has helped Artist Aloud win this coveted award amongst tough competitors.

Talking about the award, Artist Aloud vice president Soumini Sridhara Paul said, "Artist Aloud is very proud to have won the Best Interaction Design - Mobile Apps at the CII Design Excellence Awards 2016. Working with Fractal Ink, the design team who designed the App with our vision as inputs was a real pleasure. The team is not just a great pleasure to work with but they actually gave life to our vision with striking designs and colours."

Fractal Ink, ceo and coo Tanay Kumar and (chief experience officer) Priyanka Agarwal, said, “Artist Aloud is a very special project for Fractal. It challenged our designers to create an experience around non-bollywood genre of music which in itself is a herculean task in India. Good brainstorming sessions and loads of insights from the Artist Aloud team helped create a unique browsing mechanism for Artist Aloud which didn’t rely on you knowing what to listen but relied on users discovering music of their choice by stumbling upon it. The experience revolved around deep insights from consumer behavioral science where we discovered that people’s choice of music is based on mood and if we are able to capture it somehow it would be good start. Node based discovery opened up a whole lot of options to surface deep rooted content and help users get closer to their choice in variety of ways."

Artist Aloud, an initiative pioneered by Hungama Digital Media Entertainment recently launched in a new App avataar this September to promote original content across different genres.