Asian Tones champions Asian heritage in the music industry. We are a platform that aims to shatter stereotypes and bridge the gaps between genres, languages and sub regions – evolving the definition of what being an Asian in music currently widely perceives. With a focus on pushing forward visibility for the community in the wider UK live music scene, to date we have hosted 20+ shows, featuring 100+ Asian heritage artists across multiple genres in London at a grassroots/emerging level. These shows have provided many artists their first ever live experience, to their first opportunity to headline. Many of our artists have since gone on to be featured in prominent outlets such as NME, Clash, BBC Radio and have their own successful headline shows. With the Asian population constituting approximately 10% of the UK, we believe it is time that this starts to be reflected in the UK music scene.

Sound City has a great history and dedication to uplifting upcoming artists as well as acting as one of the first stops an artist will take as they go on through the UK festival circuit over their career. We hope that this partnership will encourage more festivals and promoters to tap into the talent of the Asian community and book them across their line ups. Through this partnership we are thrilled to bring you 4 brilliant artists from the community, whose heritage span South Asia, East Asia, South East Asia and West Asia respectively:
Hyphen proud of his Indian heritage, has emerged as a powerful voice in punk and rap music. Known for his raw energy and unflinching lyrics, he has toured extensively across the UK and Europe alongside acts like Bob Vylan.
Aimei媚 born in Beijing, and raised between China and the North West of England, now residing in London. This cultural tapestry has brought about the sound you hear, rich in electronic production and traditional songwriting. This time round she is reintroducing herself and entering an exciting new chapter as the experimental, genre-diverse artist we hear through her latest music.
Coming Up Roses are a quartet combining guitar-driven alternative rock with catchy melodies, inspired by the sounds of post-punk and shoegaze. The band takes inspiration from the vibrant sounds of the burgeoning South East Asian indie scene, blending them with local influences.
Amber Saqladi stands at the crossroads where country, folk, pop and rock meet shifting the traditional “she’s gonna key his car” country narrative into one of empowered feminine rage & self-reclamation. Yemini-British and hailing from Leicestershire, Amber’s music is a resonant voice, telling stories that speak for and to those who feel without one.

Asian Tones has previously received sponsorships from PRS for Music and Live Nation Women. In November 2024, Asian Tones was awarded a grant from Early Career Promoter fund from PRS Foundation and British Arts Council. This funding will be put towards 4 out of London shows to expand our reach and provide live opportunities these communities.