by david.nunes

Lebara, the global leader in providing high quality, low-cost international mobile services, today confirmed it has taken the title sponsorship of the 9th Annual UK Asian Music Awards (UKAMA) for the second year running. As part of the deal, Lebara will also be sponsoring the UKAMAs Best Male category, which was won by R’n’B pop sensation, Jay Sean last year.

The Lebara Mobile UK Asian Music Awards 2011 were officially launched at a celebrity bash in London’s West End on Thursday 25th November, hosted by Radio 1 DJ, Nihal Arthanayake, and the stunning singer and actress from BBC’s top drama Waterloo Road, Karen David.

The awards, which were set up in 2002 to honour and celebrate the best of British Asian Music, will return on March 10th 2011, with a glittering gala event at The Roundhouse Camden.


Speaking at the launch, Russell Atkinson, Managing Director, Lebara UK said:  “The Lebara Mobile UK Asian Music Awards play an important role in recognizing and celebrating the incredible talent that exists within the Asian community. We’re proud to be continuing our commitment to nurturing new talent and have exciting plans to ensure we give these role models an opportunity to shine.”

Lebara has taken an active interest in the music scene since its sponsorship of the MOBOs two years ago. It recently introduced Lebara Music, a mobile portal offering tailored musical content for Lebara’s diverse customer base in the UK. It also announced a three-year deal with Oscar-winning composer, AR Rahman, a key part of which is the release of the ‘Lebara Tune’ composed by the legend himself.

Commenting on the plans for this year’s Awards, Atkinson added:  “Lebara’s goal is to help communities stay connected wherever they are in the world.  Music cuts through the boundaries of age, geography and culture. Lebara is very excited to be working with the team at UK AMA and believe that our partnership with the UK Asian Music Awards will enable us to communicate with our target market on a deeper level through the international language of music.”

UKAMA CEO, Abs Shaid said: “We are delighted that Lebara has renewed its sponsorship for the 2011 Awards. Its continued commitment is testament to the fact that the Asian music scene in the UK is an important one and is receiving the recognition it deserves from major brands, as well as record labels and of course the public. ”

For further information, interviews and images, please contact :

Media Moguls on 020 8902 5575:

Zekra Rahman             zekra@mediamoguls.com 07702 46 44 33

Riti Rishi                        riti@mediamoguls.com 07796 66 77 68

Rejaul Haque               rej@mediamoguls.com 07530 59 20 36

1. About Lebara Mobile

Lebara Mobile’s vision is to be the leader in providing low-cost, high quality international mobile services. Lebara Mobile was founded in 2001 as part of the Lebara Group. Lebara was ranked as the UK’s fourth fastest-growing private company in the Sunday Times ‘Fast Track 100 listing’ in 2006, was voted Best Newcomer at the Mobile Industry Awards in 2008, was recognised as delivering the Most Innovative Service at the 2009 Mobile News Awards, and in 2010 won the award for best MVNO at the Mobile News Awards.

2. About the UK Asian Music Awards:

The UK Asian Music Awards (UK AMA) is recognised by the viewing public and the media as the only event that truly acknowledges and celebrates the diverse talent that is British Asian music.

Since its humble beginnings in 2002, UK AMA has provided a platform to develop and promote music of Asian origin throughout the country and beyond. The event was the first to address the music and entertainment needs of the Asian community along with highlighting the growth and importance of Asian music within the mainstream and world music market.

Music lovers from all over the country and across all age groups attend the lavish and exciting event which features live performances by many of the hottest artists in Asian music as well as supporting acts from the mainstream, urban and underground scene, from names such as Apache Indian, Karen David, Tim Westwood, Bally Sagoo, Rishi Rich, Jay Sean, Pras (Fugees), Punjabi MC, Nitin Sawhney, DCS, Bobby Friction, Nihal (Radio 1), Raghav, Hard Kaur, Daniel Beddingfield, H Dhami, Roachkilla and Preeya Kalidas (Bombay Dreams) amongst hundreds of others!

3. The Lebara Mobile UK Asian Music Award Categories:

· Best Male

· Best Female

· Best Desi Act

· Best Video

· Best Album

· Best Urban Act

· Best Alternative Act

· Best Club DJ

· Best Radio Show

· Best Newcomer

· Best International Act

· Best International Album

· Best Producer

· Outstanding Achievement

· Commitment to the Scene


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