UK Asian Music Awards “paradigm Shift” to
stylish!
My journey to Camden via Bollywood
The Camden Roundhouse, was awash with the
colour and flamboyance, that is only associated with the glittering world of Bollywood.
Therefore, it was fitting that music that is at the heart of the Bollywood
world, had an award show that reflected an “injection of style” as BBC, Radio 1,
DJ, Bobby Friction put and a “paradigm
shift” from last year’s event. Which he described as colourless in
comparison to this years bonanza of flair and style.
The Lebera Mobile Uk Asian Music Awards was
hosted by BBC radio One and BBC Asian Network Presenter Nihal. The presenter
entertained the audience with an array of costume changes from his slick white
suit to host of stereotypes associated with the Asian community. Coupled with,
a Chris Rock style approach of presenting. His satire and sacarcasm was a
welcome comic relief and kept the show flowing like The Ganges; the jokes
weren’t clean but they were refreshing.
The AMA’s played host to an array of stars
like Alesha
Dixon, Jay Sean, Siva from The Wanted, the original boy band Damage, sultry Mistresses star Shelley Conn, Spook Shahzad Latif,
stars of Anuvahood Adam Deacon, Portia Freno and footballer Florent
Malouda, amongst a host of others, made sure the blue carpet list glittered
like a Bollywood film sets, yet the ommision of MIA left the awards without a leading lady!
However the show must
go on, which left former Eastenders actress turned pop princess, Preeya Kalidas to step into those
twinkling shoes; with the best performance of the night with UK Grime MC Skepta, singer her top 40 club hit ‘Cross My Heart’ along with ‘shimmying’
on stage with Bhangra star H Dhami. Like a true leading lady she had stole the hearts of UK fans as she took
home the ‘Best Female’ award.
Other winners at the
ninth awards ceremony were RnB sensation Jay Sean, who received the
award for ‘Best Male’ from the Alesha Dixon, who was beautiful dressed in a pink sparkly
sari. The singer is set to release her new track ‘Every Little Part
of Me’ featuring Jay at the end of this month. I managed to ask the R&B starlet about
her thoughts on the ceremony; she declared “Asian
community is so vibrant and colourful… It feels great to step into another
culture”.
Miss Dixon
makes a poignant point, it is not until other cultures arw willing to ‘step’ into the Asian music scene, will
it be able to grow to the heights it deserve. For instance, the MOBO awards and
UK black music in general did not become popular until it was accepted by more
of the whites masses. Asians like black people are ethnic minorities in the UK,
and if your music only appeals to minorities, there is a likelihood you will
only have minor success.
How do they get some sugar on their ‘popcorn’?
The awards ceremony
was a great start but after being present at the awards and watching it on TV, I
can see a stark contrast in viewing pleasure.
Being present I was
engulfed in the flavour, smells and aura of the night from the colourful dress
code to the food that was on offer, plus the little touches that made the
ceremony an envy of the much publicised “ghettoisation’ of the MOBO’s. However,
if you were sat at home on your sofa, you were not privy to the smell of the
food or able to see the decorations and dancers around the venue. Your viewing
pleasure is the stage, the performances and the presenter. Therefore, your
popcorn is plain unlike the sugar filled show i was fed.
As I mentioned the presenting of Nihal was
great. So this only leaves the stage and the performances of the acts, which
did not match the style and the flair one would associate with Asian music
scene due to the somewhat ignorant but acceptable comparison to Bollywood. Its
association with Bollywood leads you to expect extravagant choreography,
colourful back drops and explosion of sounds and visuals stimulates. However,
the awards show was let down by performances that were endemic to the 2010
venue and not on par with the “injection of style” that the 2011 venue had
brought to the proceedings.
The stage was not big enough or well
designed; with wires on show it looked messy. Which can only be compared to
having an elegant suit but a tattered tie as your centre piece. With Lady GaGA entering the Grammys in an
Egg, the standard of extravagancy expected at awards show are high; as they act
as an essential showcase of the music scene. Audiences now expect beautiful
venues and stylish attire as standard but it is the performances and host that are the
scenes that imprint on our minds. Memorable moments like Madonna performing
“Like a Virgin” (1984); Britney and the python performing “i'm a slave to you”
in (2001) and Eminem & Elton John performing “Stan” (2001), leaving a
last impression on the viewing public.
However, the
performances were not terrible; they just had room for improvement. The likes
of Outlandish and Apache Indian entertained crowds with their classic tracks.
Apache Indian was instrumental in being the first Asian artist to break into
the mainstream, and his performance of “Boom-Shack-A-Lack” a hit from 20 years
ago that still fills dance floors, made him the just winner of “lifetime
Achievement” award.
Yet, this year will
be remembered for the rise of new stars, with Mumzy stranger beating the likes
of Jay Sean and MIA for the award for Best Urban Act. With the camera firmly
placed in Jay Sean's face, like the rest of us he must have been shocked not to
being going home with his third award.
Mumzy recognition
can be accounted for impart by the need to showcase and propel the next
generation of Asian artist. Otherwise, with Jay and MIA mainstream success, it
could become their appreciation awards instead of celebration of diversity of
Asian talent.
Yet, Mumzy more
than proved he was worthy of the award with performance Bringing
together ‘Love Drunk’ vocalist Loick Essien, East London based
MC, Griminal, Brazilian born English rapper, Aggro
Santos and British R&B singer-songwriter, Junior in
tow
I believe my sentiments are best put by CEO and Co-Founder of the UK
AMA’s, Abs Shaid adds: “This year the show has really set the
standard for many more shows to come... The calibre of performers, winners and
celebrities who attended the show this year has been phenomenal and as the show
goes into its tenth year we hope it continues to go from strength to
strength...bring on 2012!”
So as Bobby put it
there had been a “paradigm shift” from The 2010 AMAS at The Royal Festival Hall
to this year’s spectacular event at The Round House in Camden. A Spectacle that
left me in ore of the hosting, venue and dress code. However, the ‘standard’ set by this year’s event needs
to be matched and improved up in the areas of performance and audience capacity
for it to be recognised for the talent that rivals that of Brits and MOBOs.
Therefore, with the
growth of the Asian Music Scene and
the emerging talent, I can see 2012 AMA’s bucking the trend of the movie world
and being even better than its predecessor!
This reporter only
ask how much of the fate of the UK AMA’s
is ajoined to the fate of BBC Asian
Network?
Thanks to Media
Moguls for my Press Pass.
Antoine Allen
