Lebara has announced it is to be the title sponsor 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.
Speaking at the launch last week, 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.’
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.’
The awards, which were set up in 2002 to honour and celebrate the best of British Asian Music, will return on 10 March 2011 with a gala event at The Roundhouse Camden in London.