By: Matthew Kayser

With the NOTION New Music Awards, Creative Director Nicholas Douglas solidifies two decades of discovery into a platform that celebrates originality and cultural contribution.

For Nicholas Douglas, discovery has always been more than a buzzword. As Creative Director and Co-Director of NOTION, he has spent years shaping the magazine’s editorial mission around spotlighting new artists before they become widely recognized by the industry. That instinct for championing originality has become a defining aspect of the publication’s identity. Now, with the launch of the NOTION New Music Awards (NMA), Douglas and NOTION are formalising that legacy into an annual programme designed to acknowledge cultural impact at the point when it is most influential.

A Legacy of Credibility

For more than twenty years, NOTION has established a reputation by platforming emerging voices. Early covers and interviews with future stars – many of whom later went on to achieve significant success in charts and festivals – became the brand’s hallmark. Under Douglas’s leadership, that editorial instinct has been expanded into digital covers, cross-platform storytelling, and collaborations that connect music with fashion, art, and culture.

The NOTION NMA distils this two-decade credibility into an awards structure that remains rooted in discovery. Rather than competing with legacy award shows that often recognise artists after they have already gained significant recognition, the NMA aims to highlight those who are still in the process of building their journey. For Douglas, this is the point when recognition could have the most impact, offering artists the support and visibility that might help them advance their careers.

Judging the New

At the heart of the awards is a judging panel drawn from across music and culture. Unlike traditional industry-led voting systems, the NOTION NMA brings together artists, DJs, writers, and commentators who share a commitment to originality. Judges include British rap pioneers Krept & Konan, cultural icon Bimini, BBC Radio 1’s Jack Saunders, and Apple Music host NAINA, alongside Douglas himself. Their role is not to reward commercial milestones, but to identify and support talent that is still evolving.

“What excites me is a strong point of view and no fear of risk,” says Bimini. That ethos reflects the spirit of the NOTION NMA – discovery should prioritise innovators rather than just artists who are already finding success on established platforms. The panel ensures that decisions are grounded in cultural credibility rather than just metrics.

Momentum Over Metrics

The structure of the awards underscores this philosophy. Eight categories span the spectrum of new music, from Pop and Rap/Hip-Hop to Afrobeats, Amapiano, and Electronic. Each winner will be profiled in dedicated NOTION features, giving them a platform that extends beyond the award itself. The overall Best New Artist will receive a full digital cover – complete with original photography, interviews, and cross-platform content designed to amplify their story to a global audience.

For Douglas, the focus on momentum over metrics is crucial. “We’re spotlighting the artists reshaping the industry,” he says. “That’s the kind of energy we want to celebrate because it’s what keeps culture moving forward.”

Nicholas Douglas as Editorial Authority

Photo Courtesy: Sonali Ohrie

Douglas’s role reinforces the credibility of the project. Over the past decade, he has become a recognised tastemaker who balances editorial instincts with an ability to connect artists to opportunities. His approach to the NOTION NMA is rooted as much in accountability as in celebration – ensuring that recognition arrives at the moment it can make a meaningful difference.

That ethos has long guided NOTION’s editorial direction. From commissioning digital covers with breakthrough acts to developing partnerships that bring new voices to wider audiences, Douglas has positioned the brand as a trusted connector. The awards mark a natural evolution of that mission, creating a formalised framework for discovery while still retaining the magazine’s editorial edge.

Why It Matters

At a time when algorithm-driven playlists and viral trends often distort the meaning of discovery, the NOTION NMA offers something different: a framework grounded in human judgement, cultural credibility, and a commitment to originality. By centring artistry and cultural contribution over raw numbers, it positions itself as a potentially meaningful counterpart to traditional industry accolades.

Announced this September, the awards highlight what NOTION has always done best – turning discovery into a cultural marker. For Nicholas Douglas, it is a chance to extend the magazine’s two-decade mission into the future, ensuring that recognition arrives not long after the fact, but when it can have a tangible influence on an artist’s trajectory.