Normally a nation blessed with musical talent likes of Nusrat Fateh Ali, Nazia Hasan, Vital Signs, Junoon, Hadiqa, Aatif Aslam, Rahat Fateh Ali, Strings and Goddess of Melody Noor Jahan, to name a few, would be expected to further its dominance among South Asian audiences through means of a exciting and admired music productions.
Unfortunately, Pakistan’s music and youth-based channels have failed to do this in any meaningful way despite having Urdu as a language of poetry. These celebrities had to cross the borders to gain recognition in their own country. The Indian entertainment industry patronises them, collaborating with Pakistani musicians and lyricists.
Another reason is promoting Pakistani music culture, particularly Pop and Rock music, as a niche culture for the elite class. The brand managers, however, are playing smarter by launching branded content like Coke Studio and Uth Records, sponsoring shows like Pakistan Sangeet Icon and Chotay Ustaad.
These songs have actually increased the mileage of their campaign; they are getting more space and time on screen. The message is clear for TV channels and industry at large: With or without you, Pakistani music will rock on.
SADDAM SIDDIQUI
Karachi