B4U will once again be teaming up with the UK Asian Music Awards (UK AMAs), which take place at the Southbank Centre’s Royal Festival Hall, London on Thursday 11th March 2010.

BBC Asian Network will be the official radio partner.

This is the third year B4U Music has been named as the official media partner. BBC Asian Network presenter Bobby Friction will host the show.

B4U International Head of Sales and Marketing Kevin Rego says; “As the leading Asian channel in the UK, B4U Music is delighted to be presenting the UKAMA once again. B4U Music has been a strong supporter of the UK۪s Asian music artists and as a channel we are constantly looking at ways to integrate the Asian music scene into the mainstream market. We have identified the constant growth in highly talented Asian artists this year, and being a part of the UK AMA yet again will allow us to further celebrate this success and continue to promote Asian music on a global scale.”

Abs Shaid, CEO of UKAMA says; This year we are raising the bar again. Year on year the UK AMA strives to be in touch with the British Asian music industry and 2009 has been yet another important year for British Asian artists in the UK. From hitting the charts in America, to signing to major record labels, our artists have once again proved that they are capable of huge achievements. The UK AMA will continue to celebrate and acknowledge these amazing achievements.”

Mark Strippel, Head of Music at BBC Asian Network said; “For the first time BBC Asian Network will be giving multi-platform coverage to the UK Asian Music Awards, across Radio, Online and Interactive TV. Our decision to be broadcast partner reflects the emergence of these Awards as one of the key events in the British-Asian music calendar.”