Online music service Napster U.K. is to ramp up its offering of Asian repertoire through a partnership with Club Asia. The radio station is targeted at young Asian music fans on AM frequency in London

Online music service Napster U.K. is to ramp up its offering of Asian repertoire through a partnership with Club Asia. The radio station is targeted at young Asian music fans on AM frequency in London and nationally via digital radio.

Through the alliance, listeners to the station can use a link on Club Asia's Web site to access Napster where they will find a playlist dedicated to contemporary Asian hit songs.

The playlist will reflect the genres played on the station, such as urban Asian recordings, Bhangra, Bollywood and Punjabi pop-rock.

With millions of young first and second generation Asians in Europe, Napster's London-based international programming director Jeff Smith says the market was there to be tapped. "We had to provide that service and expand that music out there,” he says. “The potential, in particular, of Bhangra is that it could be as popular in the U.K. as Latino music in the United States."

Smith also anticipates the move will encourage more Asian-music acts to consider digital distribution as an alternative outlet.

Download pricing for the Club Asian tracks are based on the Napster standard of £0.79 ($1.45) per track or £7.95 ($14.50) per album, and on a monthly £9.95 ($18.30) subscription fee.

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