Asian Network pitch email Templates
Asian Network pitch email templates
BBC Asian Network is the primary national platform for British Asian and South Asian music in the UK. Getting your pitch right requires understanding the station's music strategy, respecting the time constraints of presenters and playlist curators, and positioning artists clearly within their diverse music landscape. These templates are structured for the three most common pitch scenarios: playlist submissions, specialist show pitches, and artist introductions. Adapt them based on your specific relationship with the station and the artist's current positioning.
Playlist Submission Pitch
Use this when submitting new music directly to BBC Asian Network's playlist team or a specific curator. Best suited for tracks that fit established rotation programming or seasonal playlists.
[ARTIST NAME] – '[TRACK TITLE]' Hi [CURATOR/TEAM NAME], [ARTIST NAME] is releasing '[TRACK TITLE]' on [DATE] and we believe it's a strong fit for [SPECIFIC PLAYLIST NAME]. [2-3 sentences about the track's genre, production, or cultural angle that connects to the playlist's identity]. The track features [PRODUCTION CREDITS/KEY COLLABORATORS] and sits at approximately [BPM/GENRE], fitting naturally with [NAME 1-2 SIMILAR ARTISTS ON THE PLAYLIST]. [ARTIST NAME] [brief context: debut artist, returning to the station, crossover release, etc.]. [If relevant: link to previous coverage or context within Asian Network]. We'd love to get this in front of your team. Stream link: [UNIQUE URL]. Release date: [DATE]. Best, [YOUR NAME] [CONTACT DETAILS]
Keep the genre positioning specific—avoid vague terms like 'fusion' or 'urban'. Reference existing playlist tracks by name to show you've listened. Include a unique streaming link (use Spotify for Artists or your distributor's sharing tool) rather than generic label links. Timing matters: aim for 4–6 weeks before release for playlist consideration.
Specialist Show Pitch
Use when targeting a specific presenter's show (e.g. specialist Bhangra, Bollywood, or British Asian hip-hop programming). These shows often have dedicated audiences and presenter approval is crucial.
Subject: [ARTIST NAME] – [TRACK TITLE] for [SHOW NAME] Hi [PRESENTER NAME], I'm reaching out because [ARTIST NAME]'s new track '[TRACK TITLE]' feels like a strong match for [SHOW NAME]. [2-3 sentences specific to the show's focus and audience: musical direction, cultural identity of the show, recent artists featured]. [ARTIST NAME] [brief artist positioning relevant to the show's aesthetic]. The track is [specific genre identifier], produced by [PRODUCER NAME], and features [any guest artists or production credits of note]. It releases on [DATE], and I wanted to give you first look before wider submission. [OPTIONAL: 1 sentence about artist's previous exposure or upcoming plans—avoid overstating profile]. Stream: [LINK]. Happy to answer any questions or send additional context. Best, [YOUR NAME] [CONTACT DETAILS]
Specialist shows are presenter-led. Research their recent playlist choices and reference specific artists or tracks they've played. Keep the pitch conversational but respectful of their time. Presenters often decide music for their own shows, so personalisation matters more than official credentials here.
Artist Introduction for New Contact
Use when introducing a new artist to BBC Asian Network staff or establishing a first relationship. This sets the artist's positioning and gives context for future submissions.
Hi [CONTACT NAME], I wanted to introduce you to [ARTIST NAME], a [GENRE]-based artist from [CITY/REGION] who we think deserves coverage on Asian Network. [3-4 sentences introducing the artist: background, musical direction, recent releases, cultural or community relevance]. [ARTIST NAME] is signed to [LABEL] / independent, and their music sits at the intersection of [specific musical influences or cultural positioning—be precise]. They're not a crossover artist chasing mainstream radio—their audience is [BRIEF AUDIENCE DESCRIPTOR: first-generation diaspora, British-born Gen Z, club culture, etc.], and Asian Network is the right home for their work. Their latest release '[TRACK/PROJECT]' [brief context about what it represents for the artist]. We'd be keen to explore coverage opportunities across [SPECIFIC SHOWS/PLAYLISTS YOU'VE IDENTIFIED]. I'm happy to arrange a call if you'd like to discuss further. Stream: [LINK]. Best, [YOUR NAME] [CONTACT DETAILS]
Avoid positioning 'British Asian' or 'South Asian' as a genre itself—be specific about actual musical direction. If the artist hasn't been on Asian Network before, explain why they belong there rather than elsewhere. This template is about building a relationship, so keep it genuine and avoid hard sell.
Crossover Artist Repositioning Pitch
Use when an artist who previously had mainstream success is releasing new work and returning to their Asian music roots or releasing South Asian-focused material. Asian Network audiences are sensitive to artists perceived as abandoning the platform.
Hi [CONTACT NAME], [ARTIST NAME] is returning to Asian Network with '[TRACK TITLE]', a piece of work that marks a deliberate shift back toward [SPECIFIC MUSICAL/CULTURAL DIRECTION]. [2-3 sentences acknowledging the artist's previous positioning and explaining the genuine creative motivation for this return—not cynical repositioning]. The new track [specific musical details] features [collaborators], and was informed by [relevant context: cultural moment, personal journey, artistic growth, etc.]. [ARTIST NAME] has been clear in recent interviews that [quote or summary of artist's own framing about the direction]. We think this is a moment where Asian Network audiences will be genuinely interested in the work, rather than viewing it as a one-off return. Their next release schedule includes [brief outline if relevant], so this feels like the beginning of a sustained period of work for the station. Would love to get this in front of the team. Stream: [LINK]. Best, [YOUR NAME] [CONTACT DETAILS]
These pitches require honesty. If the artist is genuinely returning to their roots, frame it through their own words and creative motivation, not commercial strategy. If it feels opportunistic, it won't land—Asian Network audiences are discerning. Give context about what comes next so it doesn't feel like a one-off.
Urgent/Timely Submission Pitch
Use for time-sensitive placements (viral moment, cultural news hook, award announcement, festival booking, or short-turnaround release). Treat these differently because timing is part of the pitch.
Subject: URGENT: [ARTIST NAME] – [TRACK TITLE] – [BRIEF HOOK, e.g. 'Out Friday'] Hi [CONTACT NAME], Short message: [ARTIST NAME]'s '[TRACK TITLE]' launches [TIMEFRAME: Friday, this week, etc.], and there's a real opportunity for Asian Network coverage. [One clear sentence explaining the hook: cultural moment, news angle, cultural relevance, festival appearance, etc.]. [ARTIST NAME] [brief positioning]. The track [specific genre/production]. [OPTIONAL: relevant numbers—streaming performance, social media growth, audience size—only if genuinely impressive]. This genuinely needs coverage attention right now rather than in a submission queue. Are you the right person to flag this to, or should I reach out to [SPECIFIC TEAM/PRESENTER]? Stream: [LINK]. Happy to provide additional context by phone if helpful. Best, [YOUR NAME] [CONTACT DETAILS]
Only use the 'urgent' framing if it's genuinely time-sensitive. Asian Network teams are busy and lose trust in PR who cry urgency for everything. If you use this format, be prepared to follow up quickly and provide supporting information without being asked. Include a direct phone number or offer to be available for immediate conversation.
Playlist Rejection Response & Resubmission
Use after a track has been passed on by a playlist, when there's a legitimate reason for resubmission or when the artist has new information/context that changes the pitch.
Hi [CONTACT NAME], Thanks for the feedback on '[TRACK TITLE]'—we appreciate you taking the time to listen. [Brief acknowledgement of their feedback if specific, or: the track didn't land the way we'd hoped]. Since we last spoke, [ONE SPECIFIC NEW DEVELOPMENT: the track has gained significant streaming momentum / a major artist has been spotted using it / the artist has been booked for a significant slot / new remix or alternate version is coming / cultural moment has made it more relevant, etc.]. We're thinking about it differently now, and wondered if that changes anything. [OPTIONAL: specific playlist or show now feels like a stronger fit]. No pressure if the timing has passed—but wanted to check in before we move on. [ORIGINAL STREAM LINK or NEW LINK IF APPLICABLE]. Best, [YOUR NAME] [CONTACT DETAILS]
Only resubmit if genuinely new information exists. This is about maintaining relationship, not pestering. Reference their feedback to show you listened, and give a real reason the pitch has changed. One resubmission is acceptable; multiple is not. If they pass twice, respect that and move to other opportunities.
Bulk Playlist & Show Mapping Pitch
Use when launching a new artist or project with multiple playlist and show targets across Asian Network. This covers your core strategy in one introductory email before individual pitches follow.
Hi [PLAYLIST TEAM LEAD / PROGRAMMING CONTACT], We're preparing for the release of '[PROJECT NAME]' by [ARTIST NAME] on [DATE], and wanted to outline our Asian Network strategy across playlists and shows. [ARTIST NAME] [2-3 sentence positioning]. The music sits within [SPECIFIC GENRE TERRITORY], and we've identified [NUMBER] potential entry points across the station's programming based on where similar work currently sits. We're planning submissions to: [LIST: e.g. 'British Asian Soul playlist, [SHOW NAME] (specialist Bhangra show), [SHOW NAME] (culture-focused interview show)']. We know this isn't a guaranteed approach, but wanted to be transparent about our pitch strategy rather than flooding inboxes. We'll be sending targeted pitches to each team/show over the next [TIMEFRAME: 2 weeks, etc.]. If there are other shows or curators you'd recommend, we're keen to hear. Preliminary stream: [LINK] (limited access until release). Thanks for your time. Best, [YOUR NAME] [CONTACT DETAILS]
This approach respects the station's internal structure and shows professionalism. It also prevents the appearance of spam if multiple pitches land. Use this sparingly—only for significant releases where you genuinely have multiple on-station targets. Follow up with individual pitches about one week later.
Frequently asked questions
When should I pitch to BBC Asian Network versus other stations or platforms?
Pitch Asian Network when the music is genuinely rooted in South Asian, British Asian, or Bhangra culture and the audience is British Asian listeners—not when you're chasing mainstream coverage and using Asian Network as a secondary option. If the artist or track has mainstream crossover potential but Asian identity is secondary, be honest about that and pitch accordingly. Time your Asian Network submissions for 4–6 weeks before release for playlist consideration, and give specialist show presenters similar lead time when possible.
How do I research which specific shows or playlists to target?
Listen to Asian Network programming—BBC Sounds lets you access on-demand shows and playlists. Identify which playlists actually feature similar artists, and which presenters have interviewed or played artists in your artist's lane. Look at presenter social media and recent show credits; many update their X/Twitter with playlist decisions. Don't guess—specificity in a pitch ('Your show has featured [Artist Name], [Artist Name], and [Artist Name]') matters far more than breadth.
What should I do if BBC Asian Network has passed on an artist or track?
Accept the decision professionally and move on unless genuinely new information emerges (significant streaming momentum, major booking, cultural moment). Resubmitting the same track to the same contact without new context damages your relationship. If feedback was specific, use it to improve positioning for future releases—don't argue or push back. Asian Network teams are experienced and their decision reflects their programming strategy, not a reflection of the artist's worth.
How do I handle artists who've had mainstream success and want to return to Asian Network?
Frame the pitch around genuine creative motivation, not commercial strategy—Asian Network audiences and staff see through cynical repositioning. Let the artist explain their own reasons for returning to South Asian or British Asian music in their own words, and provide context about what comes next so it doesn't feel like a one-off. If the artist is truly committed to Asian music as their primary focus going forward, that authenticity will come through in the pitch.
Should I personalise pitches or is a template approach acceptable?
Always personalise the opening and reference specific shows, playlists, or recent decisions by that contact—generic pitches are instantly recognisable and less likely to be taken seriously. The template should be your structure, but the pitch details, show/playlist references, and presenter names must be specific to each submission. Taking five minutes to customise shows you've done the work and respect the recipient's time.
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