MUMBAI: Interactive entertainment software company Electronic Arts has announced the launch of “EA Amplify Artist Search,” a pan-regional search for the hottest emerging bands from the Asia Pacific region.

The initiative is being hosted in collaboration with partners Sony BMG, AXN, Gibson, Microsoft, and Motorola. The competition will be open to residents of Hong Kong, India, Japan, Korea, Mainland China, Singapore, South Africa, Taiwan, and Thailand, and is accepting entries on EA’s music community portal (EAamplify.com) from 1 May 2007.

The contest has asked all unsigned bands or artistes from across the Asia Pacific region to showcase their music and profile on the EA Amplify website, and compete for the Regional Grand Prize. The winning band of the Regional Grand Prize will have a chance to sign a record deal with major record label Sony BMG, as well as get their track in one of EA’s upcoming blockbuster videogames for worldwide release.

The Regional Grand Prize winner will be selected out of Country Finalists (Finalist and Runner-up Finalist) from each of the participating countries. In addition to proceeding to the Regional Grand Prize selection, Country Finalists will receive a host of prizes provided by Artist Search partners, including an Epiphone Les Paul Custom Guitar from Gibson, an Xbox 360 videogame and entertainment system from Microsoft, and a MOTOROKR E2 mobile phone from Motorola.