By: William Jones
With the launch of the NOTION New Music Awards, the Creative Director extends the brand’s two-decade legacy into a global stage for emerging artists.
For Nicholas Douglas, discovery has never been just about a playlist slot or a passing trend. As Creative Director and Co-Director of NOTION, he has built a career around spotlighting the artists who define what comes next. Now, with the launch of the NOTION New Music Awards (NMA), Douglas is extending that mission onto a global stage, turning the brand’s reputation for nurturing new voices into a future-facing international platform.
“NOTION has always thrived at the intersection of music and culture,” Douglas says. “With the NOTION New Music Awards, we’re creating a platform that connects artists and audiences across borders.”
A Transatlantic Vision
NOTION’s roots lie in London, where the magazine established its reputation by backing grassroots talent and giving early cover features to artists who would later become household names. It became one of the trusted sources for those who wanted to know who was about to break through, often highlighting talent long before the mainstream caught on.
Under Douglas’s leadership, the brand has expanded its scope to reflect the way culture now moves: fluidly, digitally and without borders. His focus has been on aligning the magazine with the reality of today’s music ecosystem, where a single track can travel across continents overnight and communities are formed around sound rather than geography.
“Music doesn’t belong to one city anymore,” Douglas explains. “It belongs to the communities that form around it – wherever they are.” That belief has informed NOTION’s evolution into a platform that moves seamlessly between the UK, the US, and beyond, while still keeping its finger firmly on the pulse of emerging culture.
The Notion New Music Awards
The NOTION NMA embodies this philosophy. Designed as a digital-first programme, the awards celebrate artists who are still in the process of breaking through – those building momentum, experimenting with their sound and shaping culture in real time. Categories span Pop, Rap/Hip-Hop, Afrobeats/Amapiano, Electronic, and more, with the overall Best New Artist receiving a dedicated Notion digital cover, complete with original photography and cross-platform amplification.
“It’s about recognising artists when their impact is still forming,” Douglas says. “The goal is to meet artists in the moment and help them build bridges to wider audiences.”
By focusing on the artists who are shaping the near future rather than celebrating those already established, the NMA aims to cement its place as a cultural marker: a yearly reminder that discovery remains at the heart of music culture.
Nicholas Douglas As Tastemaker
Douglas himself has become a recognised figure in cultural publishing, equally at home commissioning digital covers with breakthrough acts as he is curating partnerships that amplify new voices. His guiding principle is clear: spotlight the artists rewriting the rules before the rest of the industry catches up.
That ethos has made NOTION a trusted connector for emerging talent across genres and communities. Artists see it as a platform that values originality and vision as much as commercial potential, while audiences trust it as a reliable source of what’s coming next.
Why It Matters Now
In an industry where algorithms and viral moments can often dictate careers, platforms like the NOTION NMA ensure that new voices aren’t just discovered but are amplified on an international level. The awards aim to open doors and create pathways that artists can walk through, offering them both visibility and credibility.
The judging panel reflects this spirit of genuine discovery. Tastemakers such as Jack Saunders, Krept & Konan, Bimini, and NAINA bring not just industry clout but also a commitment to valuing cultural contributions over simple metrics. Their involvement signals that the awards are less about streaming numbers and more about artistic impact.
Looking Forward
As announcements roll out from September, the NOTION New Music Awards highlight the role Nicholas Douglas and NOTION are playing as cultural connectors – bridging scenes and audiences while keeping the focus firmly on what’s next.
For Douglas, the future of music is global, collaborative, and defined by discovery. Through NOTION, he is making sure those connections happen not just in theory but in practice – across platforms, cultures, and borders.
