Tag: Irfan Junejo

Content Creator Irfan Junejo Shares His Favorite Restaurants, Artists, and Spotify Playlists

December 25, 2023

We love helping listeners discover new music on Spotify, and when it comes to features that help them find their next favorite song or artist, personalization tops the list. With Spotify playlists like Discover Weekly and daylist, playlist-enhancing features like Smart Shuffle and Jam, and curated, AI-powered experiences like DJ, nearly 2 billion music discoveries happen on Spotify daily.

But it’s not just fans who love discovery. Creators around the world are constantly sharing their favorite playlists, products, and people with their followers, which in turn helps their fans fall in love with the next best thing. And in For the Record’s ongoing Discovery Monday series, we connect with content creators and pick their brains about recent finds, whether it’s new music, podcasts, TV, food, beauty, technology, or fashion.

This month, we’re talking to Irfan Junejo, a Pakistani content creator who made his name exploring his hometown of Karachi. As his popularity has grown, he’s turned his attention to the world at large, where his curiosity about food, music, and cars leads him on a seemingly endless series of adventures for millions of fans to enjoy. 

What have you been up to lately? What new discoveries are you enjoying right now?

Over the past few months I’ve been experimenting with short-form content and having a lot of fun. I’ve also discovered a lot of new food places in Karachi that have now become a regular part of my life. For example, there’s a Chinese restaurant in Karachi called Wang Wang that I find myself going to again and again. Although that may be because my wife likes it more than me. 

But creating videos definitely helped me discover my passion for telling stories. And not just stories about my life, but the world around me. It could be something cool around Karachi, interesting street food, or the latest smartphone.

When you’re on the hunt for something new, what resources do you use? 

I love finding new things through word of mouth, especially from my journalist friends. Otherwise, a simple Google search is where I like to start when I’m curious about something.

Do you have a favorite video that you’ve made?

I’m especially proud of my latest video, Stories of Karachi Volume 3. This entire series holds a special place in my heart because these are the places where I have grown up. Being born and raised in Karachi, I have a deep connection to this city and my love for it resonates in every aspect of this video. Exploring the stories behind the names of Karachi’s neighborhoods has been a fascinating journey, and I was able to delve into the historical narratives, colonial influences, and events associated with these locations. I believe there’s a sense of representation in showcasing areas like Golimaar, Saddar, and Burns Road. 

You have a huge social media following—do you ever discover new things through these fans?

I get so many recommendations for new food and music when fans DM me or tag me in their stories.

What’s your favorite way to discover new music on Spotify?

Discover Weekly is a must for me, as well as Release Radar. I recently discovered a Dehli rapper named yungsta, and I’ve had his songs on repeat. 

Our Niche Mixes playlists can really help you discover your new favorite artist or song. What sort of music do you find in your Niche Mixes?

I listen to a lot of desi hip-hop so my Niche Mixes have a lot of desi rappers. But there are many indie artists that pop up there as well.

Tag along with Irfan as he discovers the world around him on his YouTube channel.

Broadcasting Desi Music to New Homes Around the World

August 7, 2023

Bollywood dance music, chill Sufi songs, hot Punjabi hits—all of these sounds make up the diverse and varied world of Desi music. They also represent artists and genres coming out of India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, and the Maldives. Listeners across the region flock to Spotify to celebrate their culture and its music. And no matter where they go, their heritage moves with them. 

This South Asian Heritage Month, Spotify is celebrating the music of the region locally and across the South Asian diaspora. Listeners in the U.S., UK, and Canada remain the leading countries that stream Desi music, followed by Australia and Germany. Desi music is growing rapidly in the UAE, Australia, and Canada—and shows the largest increase in streams of the South Asian music genre—recording year-on-year growth of 72%, 54%, and 50% respectively. 

In Pakistan, too, 2023 has seen a phenomenal rise in the production and appreciation of Punjabi music. Compared to 2021, the total number of Punjabi track releases has nearly doubled, showcasing the industry’s vibrant growth and creative evolution. Punjabi pop, with its catchy tunes, has witnessed a remarkable 99% year-on-year increase in listener consumption in the market. Meanwhile, Punjabi Hip Hop has seen an astounding 106% growth in its listenership in Pakistan. This surge in popularity reflects the genre’s universal appeal, which then transcends borders and cultures.

“With Spotify significantly strengthening its position in South Asian markets, we are able to connect artists to their fans and communities across the globe, and have witnessed a growing love for South Asian artists and Desi music that reflects in the exponential growth of streams of our Desi playlists,” says Rutaba Yaqub, Spotify Senior Editor in Pakistan, Sri Lanka, and Bangladesh. 

“Millions in the South Asian diaspora long for a connection to home. Music keeps them in touch and Spotify wants to celebrate and enable that connection. So we’re celebrating South Asian Heritage Month this year by building a strong cultural connection between Desi music and its listeners through our South Asian Music Hub, where listeners can find and enjoy popular Desi playlists and more,” she added. 

That connection was felt especially this year with Ali Sethi and Shae Gill’s track “Pasoori.” After its release, “Pasoori” became a phenomenon that took its place on the global Viral 50 chart, the first Pakistani song to achieve this feat. It continues to be the most-streamed Pakistani track globally. This month, we also spotlight Ali Sethi and the influential Irfan Junejo in a Spotlight series on our platform.

Indian music preferences are a little more varied. The most-streamed songs from India in a majority of the largest diaspora markets, including the U.S., UK, UAE, and Australia, feature Bollywood hits like “Kesariya (from ‘Brahmastra’),” followed by “Besharam Rang,” and “Jhoome Jo Pathaan” (both from Pathaan). In Canada, however, the top 10-streamed Desi songs from the past year prominently feature Punjabi pop and hip-hop. “52 Bars” by Karan Aujla and Ikky was the most listened-to track. 

“South Asian music is undoubtedly here to stay, and India is one of the largest contributors to the export of artists from this region,” says Rahul Balyan, Head of Music, Spotify India. “With Spotify, sounds from across the world have become easier to discover and share, and for the Indian diaspora, which happens to be the largest in the world, music is an integral part of how they stay connected to their roots. All our data indicates that film, as well as pop music, appeals the most to those listeners, and Indian artists performing at international music festivals is testament to the impact that they are making even beyond the diaspora.” 

For the best of South Asian music, stream Desi Hits.