If you've kept your ear pinned to the ground this past year, apart from risking a nasty neck injury, you'll know that diversity within the British Asian music scene has hit a giddy peak, with emerging talent dabbling in a wealth of different genres and striking out against tired labels.

So I've taken the liberty of donning my A&R hat and unveiling the pick of the unsigned crop. From jangly guitar balladeers to sugary pop sirens, these up-and coming musicians are refreshingly eclectic but share just one tangible link: they all happen to be British Asian.

I ask the rising stars to lay bare the sneaky tactics they are employing to ensure that theirs is the only name on the lips of top music biz insiders.

First in the series of features.

SERESE
Who's who: Anu Sihota, Anita Sharma and Mandeep Gill - vocals
Crib: Ealing
Signature sound: Honeyed, girlypop three-part harmonies shot through with a street suss twist.

Anu says: "We don't like labels, but everyone wants to know which genre we'd put ourselves in, so if we had to, it would be pop," ventures Anu. "But our songs have a lot of lyrical meaning."

The ambitious three-piece have a definite gameplan, but they're realistic about the work that they will have to put in to stand out from the pack. "Our success so far isn't even scratching the surface of what we want to achieve. We're like sponges; we take in the strong and weak point of every performance and use them as learning experiences," says Anu.

"The highlight so far has to be our acoustic gigs. To do something that requires nothing other than dry vocals…that's what we're about. Name one girlband with the guts to sit down and do an acoustic set, c'mon!" she challenges. "But seriously, we're not claiming to be superstars; just three girls with the same dream."

The route to fame hasn't always been an easy ride, but Anu feels that the obstacles have turned the band into a stronger unit. "Dream of all the setbacks you can think of within a 4-year scale, and they've happened," quips Anu. "But they've all been uncontrollable factors that have taught us valuable lessons. We're tough cookies!"

We say: The teens swapped double maths for dance moves, after being plucked out of thousands of starry-eyed young hopefuls drawn from schools across London who auditioned to join the group. The sassy trio, who cite soul legend Aretha Franklin and R&B starlet Alicia Keys among their influences, are all lead vocalists and unlike most manufactured acts, write their own material.

They can currently be caught spicing up Mela's and club nights up and down the country, are on the lookout for a deal and plan to lay down demos in the studio with big-name producers. If they play it right, Serese could make a good attempt at swiping the bubblegum R&B crown.

Vital stats: www.serese.com



D'ARCY
Who's who: Ashish Dharsi - vocals and rhythm guitar; Tristan Evans - lead guitar; Steve Fisher - bass and piano, and Dave Ansell - drums.
Crib: Surrey
Signature sound: Think Travis at their most soaringly melodic, having a kick-about with bluesy funk combo Sly and the Family Stone.

Ashish says: "The dream for every band is to sign a record deal with a major label, but this takes time and we weren't prepared to wait," declares the frontman, explaining the reason behind the band's decision to release their first single through their own imprint.

"We have a lot of material that we want to get out so people can listen to us and we can develop a fanbase. So we decided to take matters into our own hands and set up Cheam Records. Any success is more rewarding because we have all put so much of our time, effort and money into it."

On the subject of ingenious ploys that the band have devised to get themselves noticed, Ashish gleefully reveals: "We bluffed our way into the BBC and left a CD and press release on the desk of every producer and DJ at Radio's 1, 2 and 6music. Also, before our Marquee gig in April, we plastered 200 bus shelters in Central London with D'ARCY stickers."

Displaying an enterprising zeal laced with good old-fashioned bare-faced cheek, he adds: "I once blagged my way backstage at a Travis gig and left CDs in the dressing room for the band."

"I don't think it directly influences the music but it's nice to draw upon more than one culture because I can pick the best of both," muses the Hendrix fan, on whether his roots have shaped D'ARCY's sound. "It's also good to be doing something different that hopefully can inspire a new generation of British Asian musicians and prove that you don't have to always conform."

We say: After rapturously-received gigs at Soho's legendary Borderline and Guilfest, the guys are set to embark on a full UK and US tour. An album produced by Sir Elt and Ash cohort Rainmaker, plus a slot on Desi DNA are also in the pipeline. With singer/songwriters strumming wistful guitars flavour of the month, D'ARCY's indie-pop oeuvre could be hurtling towards a chart near you.

Time will tell, though, whether they can rein in the polite Travis-isms and unleash their funkier side.

Vital stats: www.darcymusic.com