How Pakistan's Music Industry Has Evolved

In the past decade, Pakistan’s music industry has undergone some major changes. After suffering from censorship, corruption, and lacking support in the 1990s and early 2000s. Pakistani musicians are now able to collaborate with international artists at Coke Studio. A television show that attracts millions of viewers every season. The show has helped bring new musical talent to the fore. But it’s not the only factor that has contributed to Pakistan’s music revolution. YouTube has also given an opportunity to smaller artists to showcase their talent, and even gain popularity outside of Pakistan.

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Story Time:

The first time I listened to a classical song on TV, I was astounded. And a little confused. After all, what was something so beautiful doing on television? But over time that started changing, and then things really took off with Coke Studio on Pakistan Television Corporation (PTV) in 2008. In 2014, an online-only music platform was Coke Studio Website was launched as well.

The Birth of an Industry:

Pakistan’s music industry is relatively young compared with some other South Asian markets. But it has been growing rapidly in recent years. The first homegrown album was released in Pakistan in 1952. But classical music dominated Pakistan’s airwaves for many years before pop music made its way into consumers’ ears.

Releasing Songs Online:

It would be a mistake to think of Pakistan’s musical revolution as merely one that has taken place on TV screens. The reality is that much of it also happened online in what proved to be very symbiotic. The relationship between coke studio season 14, youtube music videos, and more traditional songs being released. That was music industry evolution at work. By embracing technology Pakistan allowed its cultural space to breathe new life, into some old ideas while also keeping everything transparent.

What Do We Call This New Breed? Let’s Go With Nano-Influencers:

Today’s social media stars don’t need millions of followers in order to work with brands or advertise products. These nano-influencers boast small but fiercely loyal followings that companies are willing to pay big bucks for access to. In fact, demand for these Micro-star ambassadors has become so fierce that many agencies now specialize solely in talent scouting.

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A Brand New Kind of Act Emerges:

The rise of artists like Sajjad Ali on Coke Studio isn’t surprising. After all, Pakistan is filled with young talent bursting with potential who have previously gone unrecognized. But what is interesting is how we got here in the first place: a brand new kind of action has emerged from Pakistan—one that isn’t afraid to fuse traditional sounds with modern influences.

Finding Fans Via Facebook, Twitter & Other Social Media Platforms:

It’s easy to think that building a fanbase on social media is hard. With so many different platforms out there, it can seem confusing where exactly you should focus your efforts. And with so much content getting out at a rapid pace, it’s also hard to stand out from among all of that noise. Still, though: not impossible.

Recognition of Artists in The West:

Pakistan was one of the countries where artists aren’t as recognized as internationally. However, recently many artists are getting fame internationally because of their songs. The two masterpieces were Pasoori & Peechay Hutt of Coke Studio Season 14 by Ali Sethi, Shae Gill, Hasan Raheem, and Justin Bibis. Both of songs gained large amounts of listeners from all over Pakistan, on music platforms like Saavn or Spotify after performing in Coke Studio. They continue to sing today with almost 50 million people hearing their music.