101 creates new film for BBC Asian Network, '100% British, 100% Asia

BBC Asian Network is launching a new brand film created by 101.
 
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 Director, Josh Cole, gives us a raw glimpse into this lesser-explored cultural side of London in his latest work.  Josh is a natural storyteller who has an innate ability to connect with others, evoke emotion, and convey humanity through film as revealed in his new spot. It puts a spotlight on this culture, breaking cultural boundaries, with authenticity and truth and the words of the narrator takes precedent as his voice and the natural noises of the streets behind him are all we hear.

The rap and imagery breaks through stereotypes showcasing British Asians doing a wide range of activities from martial arts to soccer and boxing. We see a dancer incorporating modern dance with more traditional Indian movements, a stylish Retro/Rockabilly British Asian woman intermixed with images of more traditional British Asian women wearing burkas. We watch a shopkeeper, a father and son, families, friends and individuals living their lives.

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.
 
Augusto Sola, Creative Director at 101 commented: “Our intention was to get a younger audience to engage with BBC Asian Network. ‘100% British, 100% Asian’ seeks to give the station greater relevance to them. It was great to work on the project with Raxstar and director Josh Cole, and learn more about the British Asian culture in the process.”
 
The film will launch across the BBC website and social channels from May 28th.
 
Raxstar’s website talks a little about his own take on the ‘100% British, 100% Asian’ sentiment: “The culture I inherited and the one I was brought up in are worlds apart but there are millions like me who are also trying to figure it all out. Music is my creative outlet to explore that journey.”