Karachi, September 18, 2024: Spotify is gearing up to launch Spotify ICON Pakistan, a nostalgia-driven music program that shines a spotlight on legendary Pakistani artists who have shaped the country’s music scene for decades. This innovative and first-of-its-kind initiative is designed to connect these iconic musicians with a new generation of young listeners—an audience that is mobile-first and already enjoying tracks from the past.
Through a blend of curated playlists, on-platform promotion, and offline activations Spotify ICON Pakistan bridges the gap between past and present, allowing younger audiences to discover and rediscover the timeless music that has been instrumental in shaping Pakistan’s cultural heritage.
“From October, Spotify ICON Pakistan will reintroduce & pay tribute to iconic artists from eras spanning the 1950s to the 2000s — legends like Noor Jehan, Nusrat Fateh Ali Khan Saheb, Abida Parveen, and Vital Signs among others — who have experienced a resurgence in popularity among younger listeners,” said Khan FM, Spotify’s Senior Artist & Label Partnerships Manager for Pakistan, Bangladesh, and Sri Lanka. “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, proving that great music truly transcends time,” he added further.
The Golden Era of Melodies: 50s and 60s
On Spotify, Mehdi Hassan has seen a remarkable 142% year-on-year increase in streams, while Noor Jehan’s fanbase has seen a 66% year-on-year increase in active listeners, with 50% now being Gen-Z (aged 18-27), clearly demonstrating that classic hits resonate with today’s younger audience. Ustad Ghulam Ali Khan also saw an astonishing 82% increase in annual streams. What’s even more interesting is that 49% of these streams came from Gen-Z.
The Revolutionary Age: 70s and 80s
Gen Z’s deep connection to Nusrat Fateh Ali Khan’s legacy is evident as they make up 60% of Nusrat’s listeners. Millennials (aged 28-44) make up 32% of Abida Parveen’s audience, suggesting that they have a particular affinity for Sufi and spiritual music, reflecting their deeper connection to soulful and introspective sounds. Nazia Hassan’s pop revolution also continues to have strong cross-generational appeal, with 54% of her listeners coming from Gen Z and 25% from Millennials.
The Expressive Wave: 90s and Early 2000s
According to Spotify’s data, 90s legends such as Sajjad Ali and Hadiqa Kiani have seen the highest year-on-year growth in listeners, with both seeing a 75% increase. 2000s icons such as Noori and Mustafa Zahid have also seen a 75% increase in their listener base within 12 months. Meanwhile, artists such as Rahat Fateh Ali Khan and Atif Aslam, although relatively new compared to the older legends, have a significant 63% of their audience under the age of 27. This shows that Gen Z, the generation that grew up during the rise of these artists, is now the core audience supporting these modern yet legacy-conscious acts.
Spotify’s ICON Pakistan celebrates decades of music, honoring iconic artists who shaped Pakistan’s culture through the ages, from October onwards, and will exist next to other local and successful music programs of Spotify like Spotify EQUAL and Spotify RADAR. To mark the launch of ICON Pakistan, Spotify will host a special event this weekend at the HOUSE OF ICON, introducing the first artist featured under Spotify ICON Pakistan and bringing fans closer to the music that they have and continue to love to this day.
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