Pakistani music is having a moment, and it’s been building for years. From the rise of independent artists to genre-defying collaborations crossing borders and languages, the country’s music scene is undergoing a transformation that’s impossible to ignore.
ProPakistani had the opportunity to sit down with two voices who have seen this evolution up close. Rutaba Yaqub, Spotify’s Artist & Label Partnerships Manager for Pakistan and UAE, brings the platform’s perspective on artist growth, discovery, and the numbers behind the surge.
Talha Anjum, one of Pakistan’s most celebrated rappers and a pioneer of Urdu hip-hop, speaks from the artist’s side, about creative freedom, ownership, and the confidence that’s defining a new generation of Pakistani musicians.
Together, they paint a picture of an industry standing at an exciting crossroads — and one that the rest of the world is finally paying attention to.
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Over the past five years, how have you seen Pakistani artists evolve in the way they create and release music on streaming platforms?
Rutaba Yaqub: Over the past five years, it’s been exciting to watch how much more fearless and independent Pakistani artists have become in the way they create and release music. We’ve seen more than 760,000 tracks uploaded by artists in Pakistan on Spotify, alongside a nearly 75% increase in the number of Pakistani artists on the platform, which says a lot about how accessible music creation has become today.
What’s changed most is the mindset around releasing music. Artists are putting music out more consistently, experimenting with different sounds, collaborating across genres, and building direct relationships with listeners as they grow.
You can also hear a stronger sense of identity in the music today, whether through language, regional influences, or storytelling. At the same time, many artists are creating with global audiences in mind, which has opened the door for local music to travel in a really powerful way.
Talha Anjum: I have noticed an evident change in the way artists are creating and releasing music, and the change I see is that artists feel more confident about putting their music out and finding their audience. I remember how, before Spotify, Pakistani artists didn’t have many avenues to find their place in the international market, but I see how that is changing. Now, people around the world are streaming our music, and it is really empowering our artists. Artists are no longer depending on major labels; instead, they want to own their music and distribute it across major streaming platforms.
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What are some of the biggest shifts in how artists approach their careers today compared to when Spotify first launched in Pakistan?
Rutaba Yaqub: Before streaming became part of everyday listening in Pakistan, artists had far fewer ways to understand who was actually connecting with their music. A lot depended on radio play, TV exposure, or industry gatekeepers to build visibility.
Today, artists have a much more direct relationship with their audiences. They’re paying attention to things like streams, saves, and playlist adds. Through Spotify for Artists, they can see in real time where their music is resonating, whether that’s Karachi, Lahore, Dubai, London, or Toronto, and that’s changed how many artists think about growing their audience and planning their next steps.
One of the biggest shifts has been the visibility of the Pakistani diaspora. Artists are seeing just how strongly their music connects beyond Pakistan, especially across the Gulf, the UK, and the US. That’s encouraged many of them to think more globally, while still staying deeply rooted in local sounds and storytelling.
Talha Anjum: Like I stated earlier, artists are feeling more confident about releasing music as compared to how they felt, let’s say, 5 or 6 years back. In this digital age, local artists are understanding the importance of creating music independently, owning it, distributing it, and promoting it to their audience, and streaming platforms like Spotify are helping them find their audience. The numbers speak for themselves. Since 2021, there has been a 75% increase in Pakistani artists on Spotify. There has also been an undeniable increase in the number of streams.
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Are artists today releasing music more frequently or experimenting more with their sound? What trends are you seeing in this space?
Rutaba Yaqub: Artists today are definitely releasing music more consistently and taking more creative risks than we saw a few years ago. There’s a stronger sense now that music careers can be built gradually through steady releases, audience connection, and finding your own sound over time.
What’s especially exciting is how open artists are to experimentation. Many are blending genres, pulling from regional influences, mixing Urdu and Punjabi with global sounds, and exploring more personal styles of storytelling. That’s what’s making the Pakistani music scene feel so diverse right now.
You’re also seeing artists become more intentional about how they release music. Many are thinking beyond just singles or albums, they’re building worlds around their music through visuals, collaborations, live moments, and the communities they create online.
To me, one of the biggest signs of growth is that artists are becoming more confident in their individuality. The scene isn’t moving toward one dominant sound, it’s expanding in multiple directions at once.
Talha Anjum: I think today’s artists are definitely more open to experimentation because we now have access to music and cultures from all over the world. Artists are inspired by so many different sounds, genres, and styles, which naturally pushes creativity forward.
Personally, I’ve always believed that trends are easy to follow, but they don’t last forever. I would rather experiment and create music that leaves a long-term impact on listeners instead of chasing what’s trending at the moment.
Urdu rap is a great example of that. A decade ago, it was looked at as just a trend, whereas today, it’s one of the biggest genres being streamed in Pakistan. That shift happened because artists kept pushing the sound forward, and audiences connected with it in a real way.
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Collaborations seem to be on the rise — from cross-genre to cross-border. How important are collaborations in shaping today’s Pakistani music landscape?
Rutaba Yaqub: Collaborations have become a huge part of how music moves today, especially in Pakistan. They’re creating space for artists to experiment, blend different influences, and bring new audiences together.
What’s exciting is that these collaborations feel very natural to how this generation creates. You’re seeing singers, rappers, producers, and indie artists constantly crossing paths in ways that blur genre lines.
Tracks like “Pasoori” by Ali Sethi and Shae Gill, or “Wishes” by Hasan Raheem, Talwiinder, and Umair are great examples of how different sounds can come together and connect far beyond one market or genre.
We’re also seeing emerging artists embrace collaboration early in their journeys. Our RADAR Pakistan artists Samar Jafri and Murtaza Qizilbash recently collaborated on a track that’s been connecting strongly with listeners, while producers like Umair are increasingly working with artists across borders and helping Pakistani sounds travel even further.
I think collaborations are playing a big role in making the Pakistani music scene feel more open, connected, and globally visible today.
Talha Anjum: Collaborations have always played an important role in music, but today they matter more than ever because artists now have the freedom to connect and create beyond genres, languages, and regions.
For Pakistani artists especially, collaborations help introduce our music to newer audiences around the world while also bringing diversity into our own sound. I’ve collaborated with artists across different genres and countries over the years, from rappers in India to artists like Ali Zafar, Shamoon Ismail, Asim Azhar, Hassan Raheem, and Maanu.
What makes collaborations exciting is that they allow artists to merge fanbases, exchange creative energy, and discover new creative territories through music. At the end of the day, I believe that art is, and always will be, borderless.
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How would you describe the evolution of sound in Pakistan over the past five years, particularly in terms of genre fusion and language?
Rutaba Yaqub: Pakistani music today feels incredibly layered. Over the past five years, artists have become much more confident in blending traditional influences with contemporary production and global genres in ways that feel authentic to them.
What’s especially interesting is how older generations of music are finding new life with younger listeners. Artists like Nusrat Fateh Ali Khan continue to be among the most-streamed artists in Pakistan, and you can hear those influences naturally showing up in today’s pop, hip-hop, and indie music through vocal styles, live instrumentation, and qawwali-inspired arrangements.
Producers like Umair are helping shape that blend of sounds, while tracks like “Meri Zindagi Hai Tu” by Asim Azhar featuring the Sabri Sisters show how naturally traditional and contemporary influences can exist together today.
We’re also seeing a major rise in music being created in local languages. Streams of Urdu, Punjabi, Sindhi, Pashto, and Balochi music on Spotify have grown by more than 1,800% over the past five years in Pakistan, which reflects a growing pride in local identity and storytelling.
What’s beautiful is that these sounds are traveling far beyond Pakistan as well. Genres like Punjabi Pop and Qawwali are seeing a huge amount of listenership from international audiences, showing that music rooted deeply in local culture can still connect globally in a very powerful way.
Talha Anjum: Growing up, I remember hearing classical Pakistani music, qawwalis, and ghazals at home, and later on, I grew up listening to Pakistani rock and pop. Those sounds shaped an entire generation.
What’s really changed over the last few years is how much genre fusion we’re seeing now. Artists are blending hip-hop, R&B, pop, classical, folk, and regional influences in ways that weren’t happening this frequently before. The audience today is also far more open to experimentation.
Language has evolved too. Artists are no longer afraid to mix Urdu, Punjabi, and English within the same track, and that has helped Pakistani music feel more authentic while still connecting globally. I think we’re finally reaching a point where artists feel confident embracing their own identity instead of trying to fit into a certain mold.
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What does a “breakthrough moment” look like for an artist today in the streaming era?
Rutaba Yaqub: A breakthrough moment today looks very different from what it used to. It’s not always about one overnight viral moment anymore; a lot of the time, it’s about a song steadily finding its audience and continuing to grow through real listener connection.
A great example is “Pal Pal” by Afusic and AliSoomroMusic. The track kept building through discovery, repeat listening, playlists, and sharing between listeners, eventually becoming a defining breakout song for the artist. That kind of gradual growth is something we’re seeing more and more in streaming.
Spotify plays a role in helping artists reach listeners in different ways, whether that’s through editorial playlists like Hot Hits Pakistan, discovery spaces like Fresh Finds Pakistan, or personalized recommendations that introduce people to artists they may never have come across otherwise.
Talha Anjum: In today’s streaming era, a breakthrough moment can mean two different things. One is virality, where a song suddenly reaches millions of people in a very short amount of time. But the second, and more meaningful one, in my opinion, is the slower process of consistently building your sound and audience over time.
A real breakthrough is when listeners genuinely connect with your music and keep coming back for every release, every show, and every project. I believe consistency matters just as much as talent.
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How have Spotify’s artist programs like RADAR Pakistan, EQUAL Pakistan, and Fresh Finds Pakistan contributed to the growth of emerging artists?
Rutaba Yaqub: Programs like RADAR Pakistan, EQUAL Pakistan, and Fresh Finds Pakistan are really about giving artists visibility at the right moment in their journey and helping more listeners discover their music.
With RADAR Pakistan, we’ve seen how impactful that support can be for emerging artists. Artists like Annural Khalid, Maanu, and Hasan Raheem have all continued building strong audiences through increased discovery and visibility on the platform after joining the program.
EQUAL Pakistan has also been incredibly important in spotlighting women artists and helping create more space for their voices within the industry. Artists like Zara Madani and Neha Karim Ullah have been able to connect with wider audiences through editorial support and playlisting, both locally and internationally.
Then with Fresh Finds Pakistan, the focus is on catching exciting artists early and helping listeners discover new sounds before they fully break through. Artists like Aashir Wajahat and Abdul Hannan are great examples of artists who connected with new audiences early on and continued growing from there.
What’s rewarding is seeing how these programs can become part of an artist’s larger journey by helping more people discover their music at the right time.
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Beyond streaming, how is Spotify supporting artists in Pakistan through initiatives like masterclasses or education?
Rutaba Yaqub: Beyond streaming, a big part of our focus is helping artists better understand how to navigate today’s music landscape and build lasting connections with audiences.
Through Spotify for Artists masterclasses and workshops, we spend time with artists and their teams discussing everything from understanding audience insights to release planning, storytelling, and how to make the most of the tools available to them. A lot of these conversations are really about helping artists feel more informed and confident in how they approach their careers.
We also work closely with artists across different stages of a release — supporting music through playlisting, editorial, social storytelling, content opportunities, and on-ground experiences that help bring projects to life in more meaningful ways.
As the Pakistani music scene continues to grow, these kinds of initiatives become even more important. There’s so much incredible music being released, and part of our role is helping artists cut through the noise, reach the right listeners, and continue building communities around their work.
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With the rise of technology, what are Spotify’s views on topics like AI in music and protecting artist rights?
Rutaba Yaqub: Technology is opening up new creative possibilities in music, but it also brings important challenges around ownership, authenticity, and artist protection.
At Spotify, we believe innovation should go hand in hand with responsibility. A key focus area for us is ensuring that artists have greater control over their identity and catalog on the platform. For example, with our recently introduced Artist Profile Protection feature, artists can review and approve releases before they appear on their profile, helping prevent issues like misattribution or unauthorized uploads. This is especially important in an era where AI-generated content and open distribution systems can sometimes result in music being incorrectly linked to an artist, impacting their catalog and how fans discover them.
Spotify has also strengthened its approach to AI-related protections by introducing clearer policies around unauthorized vocal impersonation, ensuring that AI-generated voice clones or deceptive uses of an artist’s identity are not permitted without authorization.
We’ve also introduced the “Verified by Spotify” badge, which helps signal authenticity to fans and ensures that listeners can clearly identify official artist profiles. Together, these tools are designed to strengthen trust and protect the integrity of the artist ecosystem.
Beyond identity protection, Spotify has also introduced new safeguards against spam and deceptive uploads, including systems designed to detect and limit low-quality or manipulative content that can interfere with discovery and divert attention away from authentic artists. In addition, Spotify is supporting greater transparency around AI use in music by enabling AI-related disclosures in song credits, helping listeners better understand how AI may have been used in the creative process.
Our focus is on creating an environment where technology enhances creativity without compromising the integrity of the music or the rights of those who create it.
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Looking ahead, what excites you most about the future of Pakistani music and the next generation of artists?
Rutaba Yaqub: What excites me most is how fearless and individual the next generation of Pakistani artists feels. There’s a real sense of confidence in the way they’re creating music today. They’re not waiting for permission to experiment, blend genres, or tell stories in ways that feel authentic to them.
What’s especially powerful is that many of these artists are embracing local identity more than ever, whether through language, production styles, or cultural influences, while still connecting with listeners globally. They’re proving that you don’t have to dilute where you come from for your music to travel.
I’m also excited by how open listeners have become. People are discovering music across genres, languages, and scenes much more freely now, which creates space for new voices to emerge and build communities around their sound.
It feels like Pakistani music is entering a really exciting chapter where artists are shaping the scene on their own terms, and the rest of the world is paying attention to it more and more.
Talha Anjum: What excites me the most is seeing how quickly the Pakistani music industry is growing, not just creatively but globally. Over the last 5 years, we’ve seen a huge rise in both artists and listeners, and that growth is only continuing.
Pakistani artists have always been creative, but now we finally have platforms that allow our music to reach audiences across the world. The next generation of artists is more independent, more experimental, and more confident in their identity than ever before.
I genuinely believe that in the next 5–10 years, Pakistani music is going to reach levels we’ve never seen before internationally.
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Is this a joke ? No pakistani song reached more than a billion views.
So who told you this taking over ? 8 years old Korean songs have more reach then you guys.
Yes pakistan music is great no doubt. But most of our singers are a joke themselves