Spotify is set to launch Spotify ICON Pakistan, a groundbreaking initiative that celebrates the country’s rich musical heritage by spotlighting legendary Pakistani artists. Designed to connect these iconic musicians with a new generation of listeners, this nostalgia-driven program brings timeless music back into the spotlight, capturing the hearts of both long-time fans and younger audiences who are discovering these classic hits for the first time.
Through curated playlists, exclusive promotions, and engaging offline events, Spotify ICON Pakistan bridges the generational gap, allowing the youth—many of whom are mobile-first listeners—to rediscover iconic tracks that have played a pivotal role in shaping Pakistan’s music scene. The platform will introduce and pay tribute to legendary artists from the 1950s to the 2000s, including icons like Noor Jehan, Nusrat Fateh Ali Khan, Abida Parveen, and Vital Signs.
According to Khan FM, Spotify’s Senior Artist & Label Partnerships Manager for Pakistan, Bangladesh, and Sri Lanka, the resurgence of classic Pakistani music among younger listeners is remarkable. “With almost 400,000 new discoveries in 2024 alone, it’s clear that classic hits are striking a chord with today’s generation. This blend of nostalgia and discovery showcases the enduring influence of these legendary artists on modern audiences,” he shared. Spotify ICON Pakistan celebrates the timeless nature of great music and its ability to transcend time, connecting past and present through unforgettable melodies.
The Golden Era: 1950s and 1960s
The early decades of Pakistan’s music industry are filled with melodies that still resonate today. Mehdi Hassan, one of the greats from this period, has seen a 142% year-on-year increase in streams, while Noor Jehan’s fanbase continues to grow, with a 66% increase in active listeners. What’s particularly striking is that 50% of Noor Jehan’s listeners are now Gen-Z (ages 18-27), proving that her timeless hits are still relevant. Ustad Ghulam Ali Khan has also seen an 82% increase in streams, with 49% of his audience made up of Gen-Z listeners.
The Revolutionary Age: 1970s and 1980s
As Pakistan’s music scene evolved, artists like Nusrat Fateh Ali Khan and Abida Parveen brought global recognition to the country’s rich musical traditions. Gen-Z listeners now make up 60% of Nusrat’s audience, showing a deep connection to his qawwali legacy. Meanwhile, Abida Parveen’s spiritual and Sufi music has garnered a strong following, with Millennials (ages 28-44) making up 32% of her listeners. Pop icon Nazia Hassan, who revolutionized Pakistani pop music in the 1980s, continues to have cross-generational appeal, with 54% of her listeners coming from Gen-Z and 25% from Millennials.
The Expressive Wave: 1990s and Early 2000s
Spotify’s data reveals that the 1990s legends like Sajjad Ali and Hadiqa Kiani have seen significant growth in their listener base, with a 75% increase in streams. Artists from the 2000s, including Noori and Mustafa Zahid, have experienced similar increases, with both seeing their audience grow by 75% within the last year. Modern icons such as Rahat Fateh Ali Khan and Atif Aslam, who have gained massive popularity in recent years, also enjoy a devoted Gen-Z following, with 63% of their audience under the age of 27.
Honoring Decades of Iconic Music
Spotify ICON Pakistan is set to launch in October and will be a key addition to Spotify’s existing local programs, such as Spotify EQUAL and Spotify RADAR. This initiative not only pays tribute to the legendary artists who have shaped Pakistan’s music scene but also introduces these timeless classics to a new generation of music lovers.
To mark the launch of this exciting program, Spotify will host a special event this weekend at the HOUSE OF ICON, where the first artist featured under Spotify ICON Pakistan will be revealed. Fans will have the chance to engage with the music that has defined generations and continues to shape Pakistan’s cultural landscape.
With Spotify ICON Pakistan, the rich legacy of Pakistani music is being preserved, celebrated, and shared with a new audience, ensuring that these iconic artists live on in the hearts of future generations.
Fahad is an entrepreneur and a marketing enthusiast who loves to write on trending topics. He loves travelling & playing tennis is what he does in his leisure time. He tweets @fahad164.
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