The music industry of Pakistan has been
facing a hard time since last few years. One of the main reasons of its
downfall is the law and order situation which has almost killed the concert
culture in the country and lack of profitable record labels.
The revival of the local cinema and branded
music has come as a support to the local music industry. Where many musicians
have given music to a number of local Pakistani flicks, leading music platforms
like Coke Studio and Nescafe Basement have always been a grand stage for the
renowned and upcoming talent for exposure.
In the past few years similar to Coca Cola
many other brands have emerged as supporter of the music industry, including Pepsi
which has recently revived it’s more than a decade old Battle of the Bands
franchise – producer of some of the phenomenal bands of our industry including
EP & Aaroh.
Starting from Coke Studio which turned out to
be a global hit, has given us some amazing music in the past decade. The
collaboration of different musicians and the overall concept of fusion has
become the face of our local music industry. Unfortunately, it is being
observed that every year the iconic show is losing its worth - maybe it’s the monotony,
nepotism or lack of creativity but it won’t be wrong to say that this show has
elevated our music sense so high that we have raised our expectations way to towering.
Nescafe Basement on the other hand, under the
parenting of Xulfi has given us some tremendous music. It’s fresh, raw and
unexpectedly astounding sound made it equally notable as Coke Studio. But the
young blood of the show is more relevant to youth, whereas, Coke Studio has
catered the masses. It is maybe a matter of time when this show will be equally
popular amongst the masses if Nescafe continue this franchise.
The inception of Cornetto Pop Rock is also
fresh a little bubbly with a pinch of rock in it. One of the most authentic single
by Ali Azmat “Mein” is a true example of pure rock from this show. Cornetto Pop
Rock has a mix of new and renowned singers with a lively music video. The
culture of high budget music videos has already seen a huge down fall since the
music industry has faced a crunch. This platform has significantly revived the
music video culture with lots of colors in it.
This show has not only revived with a bang
but has given a rebirth to the band culture in Pakistan. The platform which has
given us some of the iconic bands like EP and Aaroh is now all set to give us rock-stars
for the future. The bands performing in this show have given us some remarkable
hits in the form of originals and some breath taking covers. The Band Kashmir’s
Mera Pyar cover and Budha baba, Roots Khirkiyan and Pindi Boys Korina are worth
listening.
Earlier the same brand also introduced Pepsi
Smash which was more of a copy of Coke Studio and failed miserably. But the
Pepsi Battle of the Bands is none less than a treat for music lovers.
Another brand which made it to the list but I
believe quite late is Levis with Levis night. Though it tried to portray the
concert culture on screen but the show had nothing new to offer. Maybe someday
we can expect a hit number from Levis.
Last but not the least out of nowhere Strepsils
has come up with Pakistan’s first Acapella song with some amazing singers of
the industry and under the leadership of Ali Noor the song Gawa Rehna has
touched our souls in a charismatic way. We don’t know if it’s a onetime delicacy
or Strepsils will continue the delight. Fingers Crossed….
It’s good that we are criticizing disasters
like Sayonee from Coke Studio but we have to also keep this in mind that these
platforms have played a major role in upgrading our music industry. So keep
supporting and criticizing the branded music and kudos to these brands for all
their efforts.
You can follow me on twitter @zainulabideenz
