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.
Film advertisement created by 101, United Kingdom for BBC, within the category: Media.
Creative Director: Augusto Sola
Creatives: Jack Willoughby, Serhan Asim
Creative Producer: Luke Judlin
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