UK Asian Music Awards calls in House PR to create mainstream appeal

The Lebara Mobile UK Asian Music Awards has hired PR support for its tenth anniversary event in 2012.

Awards: Jay Sean, Alesha Dixon and CEO of Lebara Yoganathan Ratheesan
Awards: Jay Sean, Alesha Dixon and CEO of Lebara Yoganathan Ratheesan

The event, which celebrates South Asian music, has called on House PR to help promote the event to a mainstream audience.

The agency won the account after a three-way pitch process to bag the six-month retained contract. Previously, all PR was handled in-house.

House aims to generate a UK-wide awareness campaign to lift the event out of a mainly Asian audience to appeal to music fans across the country.

UK Asian Music Awards CEO Abs Shaid said: ‘I set up the event ten years ago, as I felt there wasn’t an award ceremony that acknowledged Asian culture. The coming awards will be the biggest to date and having House PR's creative support and expertise will help us to bring the event into the mainstream.’

The appointment marks the event moving from its current venue of the Roundhouse in Camden to Wembley Arena in 2012. It weill be held on 22 March.

House PR is tasked with engaging with the mainstream press, as well as the music industry, securing quality coverage and driving ticket sales.

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