British Asian web magazine marks anniversary with venue tie-up

Ten year landmark heralds Town Hall, Symphony Hall partnership.

Birmingham-based leading British Asian web magazine has announced a landmark partnership with the city’s world-renowned cultural and performance venues Town Hall and Symphony Hall.

Launching in February, the partnership between the city’s cultural giant and the leading magazine also marks the publication’s celebration of 10 years since its establishment.

The deal includes a sponsorship package that will see the THSH attached to the magazine’s Arts and Culture category for at least 12 months. Indi Deol, Advertising Director at (pic, left) said: “Over the years we have worked closely with THSH on a number of projects and the venues have historically hosted some of the biggest Asian cultural artists and events in the region.

“We are delighted to have secured this partnership through the strength of our Arts and Culture category this year. This will see us work even closer with the THSH to ensure we are working strategically to promote opportunities, reaching out to the diverse communities in which we are immersed.”

The magazine, listed under the Aidem Digital publishing company, launched in February 2008, and now features ten lifestyle categories including written, video-based and audio productions covering areas such as Arts & Culture, Fashion and Film & TV.

Combining its editorial team based at the Innovation Birmingham Campus; the leading location for Birmingham’s digital and tech community, with writers across cities in the UK, India and Pakistan, the website regularly features interviews with stars from Bollywood, British Asian television and radio. Richard Loftus, Director of Sales and Marketing at THSH ( pic, right) commented: “As a registered charity, Town Hall Symphony Hall welcomes more than 500,000 people to 800 concerts and events in Birmingham every year. Through our education, community and talent development projects, we connect over 15,000 young people and adults to a world of music and culture.

“I hope that through this partnership with, Town Hall Symphony Hall will bring more music – and musical opportunities – to even more people in the UK’s most diverse city outside of London.”

The new partnership follows a successful first decade in operation for the publication, with its first article published in 2008 entitled Quick Recipes – Basic Chapatis, preceding its 2011 move into its first office in Moseley, promoting and discussing desi culture through online publishing covering news, gossip and gupshup.

In 2012, reached over half a million page views, laying the foundations for its recognition as the Best Website at the National Asian Media Awards in 2013, 2015 and 2017, highlighting exemplary standards of content and journalism.

Launching its brand-new website in 2016 allowed the publication to implement its very own jobs platform, helping employers identify and attract a more diverse workforce, and has this year entered the education arena, launching its first series of tailored workshops in January, training Media and Journalism students at Birmingham City University on the industry’s specialist disciplines, including social media, writing for online markets and exploring freelance careers.

The publication is now planning to launch its first online shop, offering bespoke merchandise and clothing themed around desi culture.