Raj Parmar

Raj Parmar has cultivated a dynamic and multifaceted career spanning dance, media, hospitality, and broadcasting. A British-Indian Bollywood dancer, choreographer, and well-known television and radio personality, he is best known for his longstanding work with Sunrise Radio, where he currently serves as Director, alongside leading Spice Entertainment.

Under his directorship, Spice Entertainment received a Community Harmony Award in 2009 from Bradford Council, recognising its “outstanding contribution to community harmony in the Bradford district.” Raj has played a pivotal role in transforming Sunrise Radio—a family-run business launched by his mother, Usha Parmar—into a modern, digitally-savvy media platform. His leadership has helped grow the station’s listenership, expand its digital footprint, and secure its position as a trusted and innovative voice within British Asian media.

Raj began his media career at the age of 13, hosting a weekly show on Sunrise Radio (Yorkshire). In 2001, he created and operated a restricted radio service, Mela FM, broadcasting across Manchester, Rochdale, and Oldham for the Manchester Multicultural Mela. There, he handled commercial revenue, presenter recruitment and training, and community outreach. The following year, he was invited to cover the breakfast show on Club Asia, a leading London-wide Asian radio station.

Raj has also played a significant role in the expansion of small-scale DAB (Digital Audio Broadcasting) across the UK. He has led and supported the launch and management of multiplexes in key cities including Bradford, Leeds, Halifax, Milton Keynes, Blackburn, Burnley, and Darwen. His focus on innovation, accessibility, and broadcaster support has made him a respected voice in the DAB community. He has been instrumental in improving digital radio carriage processes, fostering operator collaboration, and contributing to a more inclusive and future-forward broadcasting infrastructure.

A passionate performer, Raj is an accomplished dancer who founded Spice Entertainment, through which he has performed and choreographed high-energy Bollywood-inspired shows at cultural festivals and melas across the UK. He has also been part of renowned troupes such as Signature and Independance, with his choreography featured in music videos for artists like Gubi Sandhu, RDB, and Elusive. His work has been broadcast on platforms including MTV.

Raj’s love for performance gained international attention in Channel 4’s critically acclaimed documentary series Big Ballet. Selected from over 500 applicants, he joined the final 18-member troupe as the only Asian performer and one of just two men. Mentored by legendary dancer Wayne Sleep, Raj played Baron von Rothbart in Swan Lake. The series aired in the UK, US, France, and on Netflix in Ireland, the UK, Australia, and Canada—earning Raj praise for challenging stereotypes in classical dance.

As an actor, Raj has appeared in several film and TV productions, including the independent short Ruby and Diamonds (2004), which was screened at multiple UK film festivals, as well as roles in Mischief Night (2006) and India’s hit drama Saraswatichandra (2014). In 2006, he made a memorable appearance on Channel 4’s Deal or No Deal, where he stood out for his charisma and humour.

Beyond entertainment, Raj has dedicated himself to civic and charitable initiatives. Over the past decade, he has received recognition from Bradford Civic Society for a wide range of community work, including:

• Organising free self-defence classes for women and children

• Hosting blood donation drives for Delete Blood Cancer – Bradford

• Serving as Trustee of the Alan Foster Trust

• Member of Give Bradford (2019/2020)

• Steering Group Member for the Bradford Disability Games 2021

• Representing Bradford as an Ambassador for Believing in Bradford (2019/2020)

• Hosting Talent Showcases that offer young performers a platform alongside professionals, raising funds for Barnardo’s and When You Wish Upon a Star

• Teaching Dhol (Asian drum) classes to foster cultural engagement in youth

In 2019, Raj was honoured to be selected as an official Bradford Ambassador by the Believing in Bradford initiative. Working alongside the Lord Mayor and the Bishop of Bradford, he proudly represented the city at civic events and helped promote Bradford’s vibrancy, creativity, and opportunity both locally and nationally.

He is also widely regarded as a leading British Asian media innovator, known for blending creativity, entrepreneurship, and community impact.

Raj’s career reflects a deep commitment to creativity, cultural expression, and community advancement. Whether through media, dance, civic engagement, or digital innovation, Raj continues to break new ground and inspire audiences across generations and geographies.

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