BBC Asian Network: 100% British, 100% Asian by 101

Agency: 101
Date: Jun 2016
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The film 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.

Credits

Creative Director: Augusto Sola

Creative: Jack Willoughby, Serhan Asim

Creative Producer: Luke Judlin

Additional Credits: Account Team: Humphrey Taylor, Paul Diamond, John Stowell

Director: Josh Cole

Production Company: Eye of the Storm

Producer: Jake Bowers

DoP: Luke Jacobs

DIT: Chris McGaughey

Sound: Nick Davies

Assistant: Debbie Dye

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