BRANDED MUSIC

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.

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