From its inception in 2002, the UK Asian Music Awards (UKAMAs) have gone from strength to strength. The founders are proud of their humble roots: the first ever UKAMA was a relatively small event with little national publicity. Fast forward to the press launch in 2009 and the difference is amazing. Like the MOBOs, the founders of the UKAMA's saw the vacuum in the music industry and decided to change the face of British music by actively promoting the Asian music scene. At first the only takers were within the community, but with the launch of the BBC's Asian Network on the 28th October 2002, it's no surprise to see that seven years on to the day, the UKAMAs are being supported by the BBC: proving that British Asian music is standing up to be recognised.

The evening was the official launch of the 2010 event taking place on the 11th March at the acclaimed Royal Festival Hall on London's Southbank. The night was hosted by Sony award winning DJ Bobby Friction and music was provided by Jaya, Kazz Kumar, Serese and Navin Kundra. The venue was The Penthouse in Leicester Square and was fit to bursting with media types, musicians, promoters and fashionistas.

With free bubbly and an amazing view of London's West End to enjoy, guests mingled and relaxed while waiting for Bobby Friction to start the evening's main event. After the general introductions were made and praise for the UKAMAs given, the evening's musical showcase commenced with Jaya, singing 'DJ Do It Again'; her forthcoming single released through Universal Music (the same record label as Jay Sean).

Next came Kazz Kumar, hailed as 'Lady GaGa meets Bollywood', her performance of solo single 'Dirty Word' was just as impressive as her amazingly daring outfit. Next up was Navin Kundra; a man with smooth vocals famous for singing different genres in English, Hindi and Punjabi. A definite hit with the women, he proceeded to serenade them (acoustic guitar included). Last but by no means least came all girl trio Serese: named after a marvel heroine and a hot pink colour. The girls lived up to their name sake with a medley of their own tracks; three sexy Michael Jackson-esque outfits (white socks not included!) and some great dance moves.

The night wasn't just about the music, words of support and thanks came from special guests Russell Atkinson, the UK Managing Director of Lebara Mobile, the UKAMA's 2010 sponsor; Ashok Shenoy from B4U Music, the presenting partner of the awards; Mark Strippel Head of Music for the BBC's Asian Network and the UKAMA's radio partner; director of the event's PR team Media Moguls, Raj Ghai and the CEO and co-founder of the UKAMA's Abs Shaid talking about his vision for the 2010 live event.

The press launch was followed by an after party open to the public until way past this CFM journalist's bedtime! Voting is now open, so visit http://www.theukama.com and choose your favourite act.

Written by Kyla Jardine