BBC Asian Network: 100% British, 100% Asian

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June 2, 2016

The film advert, directed by Chromista's Josh Cole, features British Asian rapper, Raxstar, who takes his influences from both the UK grime scene and the Indian music of his heritage, which he combines to form an urban desi sound. He recently performed at Asian Network Live, the network’s inaugural music event which took place at Eventim Apollo in Hammersmith, London.

In celebration of the dual identity of Asian Network’s modern audience ‘100% British, 100% Asian’ encapsulates the station’s purpose and, through this new film, aims to more closely align the brand to its listeners.

The two minute launch film stars British rapper Raxstar and captures moments in the lives of young British Asians who, like Raxstar himself, are inspired by Asian culture but not defined by it – a reflection on Asian Network’s purpose of valuing home cultures and celebrating British Asian talent.

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