Tag: Pakistan

Spotify Celebrates Ramadan With Listening Trends From Around the World

March 21, 2024

March marks the beginning of Ramadan, a cherished cultural event celebrated by Muslims worldwide. As families and communities come together to observe, contemplate, pray, and celebrate the Holy Month, they can also turn to Spotify for meaningful audio content. 

This year, our Ramadan hub is back with a blend of music and podcasts designed to foster self-reflection, wellness, and entertainment. When eligible listeners open the Spotify app, they’ll find carefully curated content for every mood and moment of Ramadan. Listeners will also find personalized content on the Your Ramadan 2024 playlist.

What does Ramadan sound like around the world on Spotify?

As Ramadan begins, many Muslims experience shifts in their daily routines, from work schedules to social interactions. Similarly, their Spotify listening habits also shift, as evidenced by our streaming data from 2023.

Our top finding? Audio was often used to set the tone as families and communities came together for suhoor, the predawn meal, with streaming spiking around 5 a.m. in most markets. Below, we unveil more 2023 listening trends across various markets to shed light on streaming patterns throughout the sacred month.

Egypt

  • Quran listening hours (audio consumption related to the central religious text of Islam, the Quran) spiked around 5 p.m. This aligns with iftar, the post-sunset, fast-breaking meal.
  • Before sunrise, listeners consumed more entertainment-based content.
  • A top podcast throughout the month: Finjan with Abdulrahman Abumalih. Hosted by Saudi journalist and TV presenter Abdulrahman Abumalih, Finjan covers a wide range of topics pertaining to the Middle East and North Africa.

Saudi Arabia

  • Quran listening hours surged around 8 a.m.
  • Before sunset, listeners consumed more spiritual and fitness-based podcast content. Before sunrise, preferred podcast genres included history and crime.
  • A top podcast throughout the month: Areeka. Hosted by Bibi AlAbdulmohsen and Talal Sam, Areeka mostly covers social topics, from psychology to common myths.

Indonesia

  • Generally, streaming spiked between 2 and 4 p.m., which aligns with ngabuburit, the waiting period before breaking fast.
  • Religion and spirituality-based podcasts were the most-consumed genre throughout the month.
  • Listeners gravitated toward well-being podcasts in the morning before shifting to music at night.

Spotify’s top Ramadan playlists

Our Ramadan hub contains a wide variety of curated playlists. In Egypt, the top Ramadan playlist of 2023 was Titrat Ramadan, which showcases soundtracks from the most popular Ramadan TV dramas.

In Saudi Arabia, listeners gravitated most toward Chill-oud. This playlist features songs played with the oud, a stringed musical instrument that is one of the oldest and most important instruments in Arabic culture.

Listeners in Indonesia favored the Your Ramadan 2023 playlist. This personalized playlist brings Spotify’s editorial and algorithmic worlds together to provide users with curated audio content that resonates with their respective Ramadan journeys.

Last but not least, the most-streamed Ramadan playlist in Pakistan was Hamd-o-Naat, which features devotional tracks for an immersive experience. “Naat” was also the country’s most-searched word during the Holy Month, reflecting a desire for poetic expressions of devotion and praise. Our Best of: Coke Studio Sufi playlist, which showcases Coke Studio’s top Sufi tracks, also saw 218% growth last year.

This year, Spotify remains dedicated to delivering a culturally resonant Ramadan experience for listeners around the world. For the ultimate audio companion throughout the sacred month, explore the Ramadan hub.

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.

Usher in Pakistan’s Wedding Season With Our Special Shaadi Hub

November 21, 2023

Shaadi Hits

In Pakistan, the shaadi (Urdu for wedding) is a rite of passage that’s often stretched out over multiple days with ceremonies, parties, and gatherings marking the merging of two families. The occasion has everything: delicious food, bright colors, friends, families, plenty of choreographed dances, and so much music. And Spotify is here to help kick off the party planning in Pakistan with our dedicated Shaadi hub.

The Shaadi hub, available to all Spotify Free and Premium subscribers in Pakistan, is your source for all the biggest hits of the season. It contains a collection of the top playlists created to soundtrack each part of the occasion. You can find the pre celebration Dholki Tappay playlist, the Baraat Entry and Dulhan Entry playlists for when the bride and groom enter the venue, and Rukhsati, which concludes the celebration and helps bid farewell to the newly married couple. And, of course, the ever-popular Mehndi Hits, Shaadi Bhangra, and Shaadi Hits will set the vibe for the pre-, mid-, and post-wedding celebrations. There’s a little something for everyone—even the cousin who keeps wanting to steal the aux cable. 

Akshat Harbola, Spotify’s MENA Managing Director, on the Creative Vibrancy of the Region

November 14, 2023

Akshat Harbola, Spotify’s Managing Director of Middle East, North Africa (MENA), and South Asia is a massive rock music fan. Egyptian indie-rock band Cairokee, Abdul Hannan from Pakistan, and Jadal from Jordan top his playlists—showcasing a captivating blend of talents from the markets he oversees. The Middle East and North Africa is a vast, rapidly changing region that is categorized in particular by its young demographics, increasing digital landscape, and fast-growing music market. And all that was set to hyperspeed when Spotify first entered the region five years ago. 

Akshat Harbola

“At the heart of MENA’s digital landscape is its youthful, tech-savvy demographic, who hold a profound appreciation for both global and local content,” Akshat told For the Record. “Platforms like Spotify act as catalysts for this cultural exchange, enabling users to discover and share new music genres and podcasts. Countries like Egypt, Saudi, UAE, Morocco, Iraq, and Algeria are at the forefront of content sharing on Spotify, showcasing a community-driven digital culture.”

In honor of Spotify’s five-year anniversary in the region, For the Record chatted with Akshat about his auditory observations. 

What are some notable similarities and differences around music listening across MENA? 

The musical preferences across the region are as diverse as they are interconnected, especially when venturing beyond local genres. While Khaleeji music finds a strong foothold in Saudi, Egyptian pop, local indie, and local rap are favored in Egypt. This local appreciation also meets a growing affinity for global genres like K-Pop, U.S. rap, and Afrobeats, painting an eclectic musical canvas.

Having high rates of internet penetration have been pivotal in catalyzing this engagement. Saudi Arabia is at 99% and Egypt is nearing 80%. Consumers’ preference for mobile Spotify streaming really illustrates this digital savvy and hyper-connected MENA demographic. The popularity of streaming Spotify on gaming consoles in Saudi Arabia, a market where 80-90% of the population identifies as gamers, also indicates the hyper digital culture in the region.

MENA’s music market is on an upward trajectory, with IFPI statistics spotlighting it as the world’s fastest-growing music market in 2021, and ranking third in 2022, with 23.8% year-on-year growth. Streaming dominates the market, holding a 95.5% share, the highest globally. 

The region’s incredible music and artists are streamed in huge numbers abroad. What does this tell you about MENA’s global impact? 

On Spotify, music genres from MENA have grown by over 170% between 2019 and 2022. Some of the most exported genres we are seeing include Egyptian pop from Egypt, Amazigh from Morocco, and Khaleeji from Saudi Arabia, thus reflecting the rich diversity of the sounds emanating from the region. The rising international streaming of MENA music reflects the region’s creative vibrancy and the evolving tastes of today’s young Arab listeners. 

There’s also been a surge of new creators and a rising popularity of local hip-hop and indie music, driven largely by Gen-Z listeners and young artists. They blend local and global sounds, moving towards a more fluid musical narrative that doesn’t box them into a singular identity. This shift towards experimentation in musical expression is gaining traction in the wider music scene, with increased cross-border collaborations among artists. More artists are embracing multilingualism in their music, and diaspora artists like Saint Levant and Elyanna are reconnecting with their home cultures. Artists like Issam Al Najjar and kouz1 are also finding audiences beyond MENA, with tracks like “Hadal Ahbek” resonating in Indonesia and kouz1 gaining fans in the Netherlands. 

The growing global interest in MENA music, as seen by the nearly 40% yearly increase in MENA artists streaming outside the region from 2019 to 2023 on Spotify, signals a promising outlook for the Arabic music scene on the global stage.

What streaming trends are you noticing? 

We are really pleased with the evolution of local consumption that has been taking place on Spotify. Earlier this year, we welcomed Saudi Arabia’s music production label Rotana with its full catalog on our platform, encompassing over 10,000 songs by a variety of over 100 legendary Arab artists from across the region. With that, we are seeing more Khaleej music being consumed in Saudi. And when we look at our Spotify Charts and our annual Wrapped results in markets like Egypt and Morocco, we see predominantly local songs and artists being streamed the most. 

How about podcasting? 

Podcasting in MENA is witnessing an exciting momentum, with a notable surge of 223% in average daily podcast listening hours from November 1, 2021 to September 10, 2023. A particular highlight is the popularity of long-form interviews in Saudi Arabia. According to a recent YouGov study, MENA markets boast the highest percentage of heavy podcast listeners, with Saudi Arabia leading, as an impressive 67% of adults tune into podcasts for an hour or more weekly.

This burgeoning interest is further fueled by the creativity of independent creators, who bring unique shows like the Karohat comedy podcast in Egypt and Al Salfa in Saudi. Additionally, mainstream media entities like The National and CNN Business Arabic are embracing this trend by incorporating podcasts into their content strategies, thereby expanding the podcasting realm.

The podcast genres resonating most with listeners include society and culture, comedy, and mental health and self improvement, as seen in popular shows Kanbet El Sabit in Saudi and Eshtrey Menny in Egypt. The diversity in content is exemplified by top shows like Finjan with Abdul Rahman Abu Maleh, Jinaya, #ABtalks, and Droos Podcast, each offering a unique narrative, contributing to a rich and evolving podcast culture in the region.

Looking forward, what are some of the continued opportunities for creators? 

It’s exciting. Our RADAR and EQUAL Arabia programs are close to our hearts, and the impact they’re having is pretty incredible. Artists in these programs are not just seeing their streams skyrocket—which is awesome—but they’re also getting some amazing opportunities that go way beyond our platform. Our Saudi EQUAL Arabia Ambassador, Zena Emad, has recently collaborated with Alan Walker on a new version of his single “Land Of The Heroes,” featuring Sophie Stray. Having Zena on the record was like a nod to Saudi’s influential gaming culture and a celebration of the Arabic music scene. Another movement we are particularly excited about is the growing scene of women artists in indie music, and we are excited to see this continue to grow into 2024.

Catch the biggest hits from the Arab world on Yalla.

Spotify Pakistan Celebrates Its First Album Launch With Talal Qureshi’s ‘Turbo’

November 2, 2023

FCB soccer player kicking a ball on the field. A spotify sign is in the background

When it comes to amplifying artists, Spotify goes all the way. This commitment was on display last month as Spotify Pakistan supported its first-ever album launch for renowned artist-producer Talal Qureshi’s TURBO. 

TURBO, also Talal’s debut, masterfully blends Eastern and Western sounds. It transcends musical boundaries and cultural divides, seamlessly melding traditional Pakistani music with the contemporary electronics Talal is known for. Tracks include “Kali Raat,” a collaboration with Zaw Ali; “SOLA” featuring Zahoor; “KUNDI,” with Blal Bloch and Yashraj; “Phooloun Ki Rani,” featuring Natasha Noorani and Maanu; “Aya (Not Honey Version),” with Mitika and Yashraj; and “Jaan Meri,” with Natasha Noorani.

From on-platform support to the billboards at FC Barcelona’s match against Sevilla and in NYC’s Times Square, our global promotion puts Pakistani music on a global stage.

LED screens at Estadio Olímpico Lluís Companys

Talal recently became the first Pakistani artist to be featured on the LED screens at Estadio Olímpico Lluís Companys during a recent FC Barcelona match.

What Gen Z Listeners Are Streaming in Pakistan

September 15, 2023

Since Spotify’s launch in Pakistan in 2021, the platform has become a destination for younger generations to make their voices heard by powering unprecedented musical trends. To better understand what these listeners love, we looked at Spotify streaming data between July 2 and August 2 for listeners aged 16 to 27 to see what tracks, artists, and genres are rising to the top.

Overall, these listeners gravitate toward genres like filmi, modern Bollywood, desi pop, pop, and Punjabi pop. These high-bass beats often reverberate across Pakistan late into the evening, with 10 p.m. to 12 a.m. representing the most popular time frame for these listeners to stream music on Spotify.

We also learned that “Lagda Nahi” by Ammy Gill and Toshi is the most-streamed track for listeners between the ages of 16 and 20. Next in line are “Bikhra” and “Iraaday” by the powerful duo Abdul Hannan and Rovalio. Shifting to listeners aged 21 to 27, we found that the same songs rank in the top three, but the order is reversed: “Iraaday” ranks top, with “Bikhra” next and “Lagda Nahi” third.

One thing that the 16 to 27-year-olds can agree on: Rapper and songwriter Talha Anjum sits at the top as the most-streamed local artist for these listeners in Pakistan. He is followed by the pop legend Atif Aslam and Spotify’s Fresh Finds discovery, Abdul Hannan, who has blossomed into a global sensation.

If we turn to global artists, Indian artist and the king of heartbreak anthems Arijit Singh is the artist 16-to-27-year-olds stream the most, with Indian composer Pritam, American pop star Taylor Swift, Indian rapper Shubh, and Indian singer AP Dhillon rounding out the top five.

Spotify’s curated local playlists have also become a favorite for many listeners. For Gen Z, the top playlists streamed include Hot Hits Pakistan, Shaadi Hits, and Desi Hits. Millennials also gravitate toward Hot Hits Pakistan and Shaadi Hits, but their third-most-streamed playlist is Pakka Hit Hai.

Check out what Gen Zs in Pakistan have been grooving to late into the evening. Check out Hot Hits Pakistan.

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. 

Listeners in Pakistan Turn to Sufi on Spotify for Spiritual Connection and Reflection During Ramzan

April 13, 2023

a photo of an artist staring at the camera with graphic illustrations around the photo that represent south asian heritage

In Pakistan, during the Holy Month of Ramadan—or Ramzan, as it’s called in the country—people alter their eating, drinking, praying, and even listening habits. During this time of reflection, we see a notable rise in one specific genre on Spotify: Sufi. 

Those who observe Ramzan appreciate the devotional qualities of the tracks, which are inspired by the works of Sufi poets. These lyrical pieces reflect the concept of being close with God, making them a compelling listen for those seeking audio of a more spiritual nature.

For the Record sat down with Spotify Senior Music Editor for Pakistan, Sri Lanka, and Bangladesh Rutaba Yaqub to learn more about Sufi listening in Pakistan during the Holy Month. 

In Pakistan, how do listening habits change during Ramzan?

About a week before Ramzan, we start seeing a slow uptick in tracks that are kind of devotional in nature, and then it takes over the charts once Ramzan begins. This content isn’t music, but rather Islamic and religious spoken word—sort of like a capella that may feature an instrument similar to a frame drum. This kind of devotional content is really popular in the beginning of Ramzan as people focus on fasting and reflecting.

And then, as the month progresses, we see people in the country start to stream Sufi music, which is more spiritual in nature. 

How would you describe the sounds of Sufi?

Sufism, in itself, is the concept of being super close to God by being close to yourself and to your spirit. It’s a way to connect with God. Many Sufis were also poets who wrote about their connection to God, how they achieved it, and what their journey was like to get to that point. The poems are very spiritual and have been adapted into musical songs by different artists.

A popular type of Sufi music is Qawwali. It features instruments like the tabla, which is a pair of hand drums, and a harmonium, which is similar to the accordion. When artists perform this music, they are always sitting on the ground. Usually it’s a group of people performing the vocals together.

Why do you think listeners in Pakistan are drawn to this genre during Ramzan? 

This genre is listened to year-round in Pakistan, but I think it becomes even more popular during Ramzan because listeners want to feel closer to God. Because the lyrics of Sufi tracks revolve around peace, finding contentment, and full trust in the divine power, these tracks have a very calming and uplifting effect.   

Are more mainstream artists dabbling in the Sufi genre?

Over the years, more mainstream Pakistani artists have released Sufi tracks for Ramzan because they know that’s the type of content their listeners are wanting during this time. Some popular artists include Atif Aslam, Ali Zafar, and Bilal Saeed. Their Sufi tracks are melodic and feature a lot of stringed instruments. It’s perfect for listeners who are searching for peaceful and calming music during this time.

Hear some top tracks from the genre in our playlist below.

Spotify Turns Up the Volume in Pakistan With Events and Music Campaigns

April 6, 2023

an artist performs on stage at a concert event

Two years ago, we introduced Spotify to listeners in Pakistan. Since the launch, we’ve worked with the country’s artists to expand their reach and share their music with new fans worldwide—and now we’re taking things to a new level.

March marked the first anniversary of our EQUAL women’s empowerment program in Pakistan, with singer Tina Sani as the Ambassador of the Month. RADAR, which highlights emerging artists from all around the world, also recently made its debut in Pakistan, featuring Taha G up first. He’s at the top of the RADAR Pakistan playlist, and Spotify worked with the singer to create a mini-documentary that spotlights his life and career.

In addition to bringing these programs to the region, we’re finding unique ways—from Masterclasses to cricket campaigns to local playlists—to connect with artists. 

Lending artists support with a Masterclass in Lahore

Our music industry experts were ready to share their knowledge during a Spotify for Artists Masterclass event in Lahore, PK. “We hosted at the historical Haveli Barood Khana mansion, and used this opportunity to educate and share information on music streaming trends and new product features with the burgeoning music industry in the region,” shared Khan FM, Artist and Label Partnerships Manager for Pakistan, Sri Lanka, and Bangladesh. Renowned Coke Studio music producer, curator and artist Zulfiqar Jabbar Khan shared his perspective on the Pakistani music industry with an audience that included more than 150 artists and their teams. 

Pakistani Artist Shae Gill Breaks Streaming Records With Viral Hit “Pasoori”

February 15, 2023

Shae Gill Cover Photo

Last year was quite a big one for Spotify EQUAL artist Shae Gill, who is one of the freshest sensations to come out of the Pakistani music industry in recent years. 

Born and raised in Lahore, Shae kicked off her career in 2019 by posting song covers on Instagram. However, Shae really hit it big with the release of “Pasoori,” a song she collaborated on with fellow artist Ali Sethi in Season 14 of the popular Pakistani television series Coke Studio. The song was a resounding hit all around the world, even appearing in the Disney+ show Ms. Marvel. And the track was the most-streamed Pakistani song on Spotify for 2022, according to the country’s Wrapped results. 

“We are ecstatic that ‘Pasoori’ has surpassed unprecedented milestones, creating a global sensation that listeners thoroughly enjoy,” said Khan FM, Spotify Artist & Label Partnerships Manager for Pakistan, Sri Lanka, and Bangladesh. “At Spotify, we focus on providing listeners with unique experiences. And the triumph of ‘Pasoori’ has been highlighted in abundantly creative ways to reflect the magnificence that it has brought.”

Last year, Shae also released “Sukoon,” a collaboration with the songwriter-singer duo Hassan & Roshaan. The song had audiences reminiscing about the glory days of the “Queen of South Asian Pop,” Nazia Hassan. Shae closed out her record-breaking year as Spotify’s Ambassador for Pakistan as part of the EQUAL Global Music Program, which aims to combat gender disparity in the music industry by amplifying and celebrating the work of women creators around the world.

For the Record caught up with Shae to talk a bit about her career and inspirations.

The artists who have most inspired me are ___.

Nusrat Fateh Ali Khan, ROSALÍA, Diljit Dosanjh, Farida Khanum, Ali Sethi, and so many more.

One piece of advice I’d give other women artists is ___.

Truly know your worth and that you deserve success and appreciation.

Some notable moments in my career have been ___.

So much has happened this past year! The Coke Studio live performance at Dubai in October was unforgettable. My experience recording for Coke Studio has been the most fun so far. Everybody involved in the project was so amazing at what they did, and I was over the moon about the fact that I got to work alongside such incredible people. And when I heard that “Pasoori” was the top track on Spotify in 2022 for Pakistan, I thanked God and was just truly grateful.

My creative process consists of ___.

Composing melodies and writing lyrics on top of them. I generally find creating melodies easier than writing.

One way I’d like to see greater gender equity in the music industry is ___.

By seeing more women being given the opportunity to be at the forefront of performances and music technology roles.

My girl-power anthem is ___.

There are so many girl-power anthems I like, but lately, it has been “Flowers” by Miley Cyrus. I think everyone’s crazy about it these days. I’ve always been a Miley Cyrus fan.

Listen to the record-breaking “Pasoori,” and more South Asian bops, on our Desi Hits playlist.

 

Creators and Fans Celebrate the Playfulness of Wrapped Around the World

December 8, 2022

a DJ playing music at a wrapped event in pakistan

In case you missed it, last week Spotify unveiled 2022 Wrapped. To toast the highly anticipated year-end toplist reveals, the unparalleled user and creator experiences, and the beloved data stories, we hosted Wrapped-themed parties in cities across the globe. This year’s Wrapped is all about self-expression and play—celebrating the two-way connections that bring millions of creators and fans together through audio each and every day. From Paris to Karachi, our events invited fans, creators, and influencers to celebrate how they listened in 2022, and encouraged them to revel in activities that highlighted their music listening personalities.

France

For its 2022 year-end retrospective, Spotify France opened the doors of its Wrapped Café, a temporary space in Paris’ 10th arrondissement. The pop-up space gave fans a new way to extend their Wrapped experience into real life. Visitors had the chance to control the venue’s playlist, get a personalized Wrapped Café t-shirt, capture the night in a photobooth with custom audio personality filters, and play Wrapped-themed arcade games.

Over the course of the four-day event, French artists and podcast creators performed at the café. Fans had the chance to enjoy performances by rapper Fresh la Peufra, singer and EQUAL ambassador Chilla, and artist Bianca Costa. Attendees also took part in a live recording of the Spotify Original history podcast Oyez, Oh Yeah with cohosts Manon Bril and Alex Ramires.

Talking Tech, Tunes, and Beyond as Spotify Talks Launches in Pakistan

September 26, 2022

Today the conversation gets a little more lively as we launch the first episode of Spotify Talks in Pakistan.

Spotify Talks is a quarterly series of hour-long conversations hosted here that give Pakistani listeners the inside scoop on what’s going on in the local entertainment, music, and tech scenes. From how to keep the music industry growing to the latest trends in advertising, discussions each episode will feature a diverse panel of industry leaders, tastemakers, and creators. 

The first season kicks off with a bang as the host, actress and VJ Anoushey Ashraf, brings together artists and EQUAL Ambassadors Natasha Baig, Momina Mustehsan, and Zoha Zuberi along with Spotify Music Manager Rutaba Yaqub for a lively discussion on the ups and downs that come with being a woman in the music industry. 

For the Record sat down with Rutaba Yaqub—Spotify’s Music Manager for Bangladesh, Sri Lanka, and Pakistan—to learn more about what listeners can expect from Spotify Talks.

Why are you launching Spotify Talks?

Culture is close to our heart at Spotify—and by culture, we’re talking about Pakistan’s rich music scene, its talented creators, and the fans who make it possible for artists to reach new heights every day. Spotify Talks is all about that. 

Through Spotify Talks, we are leveraging our platform to bring together key industry players, tastemakers, and experts to have conversations about the latest movements across music, technology, and entertainment in Pakistan. Each episode of the digital series will cover a new topic, and we hope that our viewers leave feeling inspired by the amazing stories our guests will share. 

What should we expect from Spotify Talks?

You can expect candid and engaging conversations among experts with varying backgrounds. Each episode touches on hard-hitting topics important to Pakistan, such as women in music, piracy, cultivating local talent, the latest trends in advertising, authenticity in the digital age, and more. 

Our first episode is a celebration of women in music, reflecting on their triumphs and challenges and looking at how EQUAL Pakistan contributed to the discovery of women’s voices around the globe. 

What have been the major milestones for EQUAL Pakistan in the last six months? 

On International Women’s Day this year, we launched the EQUAL Pakistan playlist to highlight the importance of equity for women in music. It is already challenging to pursue a career in music in Pakistan, let alone embark on this journey as a woman where platforms never existed to amplify the music careers of Pakistani women. 

Every year on Women’s Day in March, we hear a lot of noise about giving equal rights to women, but this noise is time-bound. Therefore, keeping this in mind, our goal is to make that noise throughout the year, giving the opportunity to all women in music from singers to producers. 

Since the launch of EQUAL Pakistan six months ago, the program’s dedicated playlist has seen a 63% increase in streams by listeners in Pakistan. And fans from all over the globe are streaming Pakistani women artists at full volume, from the U.S. and Saudi Arabia to Canada. 

We are proud to say that women artists added to the EQUAL Pakistan playlist are about 20 times more likely to be discovered by new fans. 

What are your hopes for Pakistani women artists in years to come? 

We hope that Pakistani women artists keep creating music and have their work seen and heard—not just in Pakistan, but all over the globe. Seeing more women in music will motivate more women to pursue careers in the field, without hesitation.

As Pakistan’s music industry continues to evolve, providing a nurturing environment for women artists and supporting them will be crucial. We have plenty of phenomenal talent coming out of the country, and with EQUAL, we will continue inspiring and encouraging our listeners to play their music at full volume. 

This is just the beginning. 

 

See what everybody’s talking about by tuning in to the EQUAL Pakistan playlist: