Let the music play!!

Normally a nation blessed with musical talent likes of Nusrat Fateh Ali Khan, Nazia Hasan, Vital Signs, Junoon, Hadiqa Kiyani, Aatif Aslam, Rahat Fateh Ali Khan, Strings & 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 & admired media.

Unfortunately, Pakistan’s music & 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 gives them Hi Five by patronizing, collaborating & featuring with Pakistani musicians & lyricist.

Today an opportunity has been lost by TV channels by not promoting artist through a proper platform. Piracy is a biggest concern for these TV channels despite having music releasing companies like Super Records (Indus TV Network) & Fire Records (Jang Group), but they have neither launched nor supported any anti-piracy campaign at national level to protect their own future.

Another reason is promoting Pakistan Music Culture, particularly Pop & Rock Music, as a niche culture for Elite class youth’s culture. As a result Pakistan’s young generation perhaps more than half country’s population does not watch music channels. The GRPs of music channels represents the depth of music’s grave. Perhaps because they are unable to identify with the VJs & presenters why they focus on musicians who do not represents the masses.

The Brand managers, however, are playing smarter by launching Branded Content like Coke Studio & Uth Records, Sponsoring shows like Pakistan Sangeet Icon & Chotay Ustaad, Branded Songs by NFL, Lux, Tarang & how dare I forget WC 2011 songs from different brands.

These songs have actually increased the mileage of their campaign; they are getting more space & time on screen in terns of Brand Incorporation in the song; fulfilling their Corporate Social Responsibility by promoting music & getting more brand ambassadors.

The message is clear for TV Channels & Industry at large. With or without you, Pakistan Music will rock on. So Please don’t stop the music & Let the music play!!

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