In Pakistan, listeners are exploring more music than ever before—moving across genres, generations, and languages in ways that are reshaping how music is discovered and experienced. Five years since its launch in the country, Spotify is marking a milestone defined not just by growth, but by a shift in how deeply audiences are engaging with music.

Since 2021, Spotify has become an integral part of how music is experienced in Pakistan. Over this period, listenership on the platform has grown by more than 750%, while listeners have created over 15 million user-generated playlists, highlighting how actively audiences are curating and shaping their own music journeys.

This shift is also reflected in listening behavior. Today, the average Spotify listener in Pakistan streams more than 140 different artists per year, pointing to a highly discovery-driven audience where exploring new music is the norm.

A Diverse and Evolving Sound

From Pakistani hip hop, Pakistani pop, and qawwali to regional sounds, listeners in Pakistan are embracing a wide range of genres, reflecting a music culture that blends tradition with contemporary influences and continues to evolve rapidly.

As listening becomes more diverse, more listeners are discovering and engaging with Pakistani artists, with local music continuing to grow on Spotify. Since 2021, total plays of Pakistani artists on the platform have grown more than sevenfold, pointing to a deeper connection between audiences and homegrown talent.

The artists defining this moment reflect that growth. From contemporary voices like Talha Anjum, Umair, and Hasan Raheem, to enduring icons such as Atif Aslam and Nusrat Fateh Ali Khan, listeners are moving seamlessly between new and legacy sounds—highlighting the breadth of Pakistan’s musical identity.

Similarly, tracks like “Jhol” by Maanu and Annural Khalid, “Pal Pal” by Afusic and AliSoomroMusic, “Wishes” by Hasan Raheem, Umair, and Talwiinder, “Bikhra” by Abdul Hannan and Rovalio, and “Maand” by Bayaan, Hasan Raheem, and Rovalio have emerged as defining songs of the streaming era.

Championing Homegrown Music

This momentum is being shaped through Spotify’s continued investment in Pakistani music. Playlists like “Pakka Hit Hai” have become a home for the country’s biggest contemporary hits, while “ICON Pakistan” celebrates the legacy of Pakistan’s most influential artists.

Pakistan’s music ecosystem is expanding rapidly. Since launch, the number of Pakistani artists on Spotify has grown by nearly 75%, as more creators enter the space and reach audiences both locally and globally.

Supporting Artists Across Pakistan

Supporting this evolution remains a key focus for Spotify. Through initiatives like “RADAR Pakistan”, “EQUAL Pakistan”, and “Fresh Finds Pakistan”, the platform continues to invest in artists at every stage, helping emerging voices break through while supporting established talent in reaching new audiences.

“Music has always been at the heart of culture in Pakistan, but what we’re seeing now is a new level of connection. Listeners are exploring more, discovering faster, and showing up for homegrown artists in a way that feels truly powerful,” said Rutaba Yaqub, Spotify’s Artist & Label Partnerships Manager for Pakistan & UAE. “From emerging voices to iconic legends, there’s a real momentum behind Pakistani music today, and it’s exciting to see how that continues to grow.”

Together, these shifts point to a music culture that is becoming increasingly open, dynamic, and discovery-led, where listeners are not only shaping what’s popular, but actively driving the rise of new artists and sounds across Pakistan.

Listeners can explore the tracks that defined the past five years on Spotify’s “Made in پاکستان” playlist.

Most-Streamed Pakistani Artists in Pakistan in the Last 5 Years

1. Talha Anjum
2. Atif Aslam
3. Umair
4. Hasan Raheem
5. Nusrat Fateh Ali Khan

Most-Streamed Pakistani Tracks in Pakistan in the Last 5 Years

1. “Jhol” by Maanu and Annural Khalid
2. “Pal Pal” by Afusic, AliSoomroMusic
3. “Wishes” by Hasan Raheem, Umair, Talwiinder
4. “Bikhra” by Abdul Hannan, Rovalio
5. “Maand” by Bayaan, Hasan Raheem, Rovalio

Since its launch in 2008, Spotify has revolutionized music listening. Today, more listeners than ever can discover, manage and enjoy over 100 million tracks. We are the world’s most popular audio streaming subscription service with more than 751 million users, including 290 million subscribers, in 184 markets.https://newsroom.spotify.com

Pakistan’s leading digital microfinance bank, Mobilink Bank has signed a crucial partnership with HBL Zarai Services Limited to advance agricultural financing for underserved communities under the ‘Zarkhez-e’ Asaan Digital Zarai Qarza Scheme.

Under this partnership, Mobilink Bank will expand access to structured, in-kind agricultural financing for farmers across Pakistan. The Bank, in collaboration with HBL Zarai services, will link financing with essential agricultural inputs and services to help ensure that credit is utilized for productive purposes and contributes to improved farm-level outcomes. Moreover, it will strengthen the efficiency of the financing process through digital channels to enable more streamlined disbursements and transactions.

Whereas HBL Zarai, as an approved Agricultural Services Provider (ASP), will enable farmers to access high-quality agricultural inputs, ongoing agronomic advisory, mechanization services on a pay-per-use basis, and structured crop offtake solutions. This closed-loop model connects financing with input utilization and market access, enhancing transparency, minimizing inefficiencies, and strengthening farmers’ economic resilience.

Commenting on the occasion, Harris Mahmood Chaudhary, President and Chief Executive Officer, Mobilink Bank, said, “Mobilink Bank remains committed to expanding access to finance in a way that is both practical and meaningful. Through our collaboration with HBL Zarai, we are bringing a more integrated approach to agricultural financing by linking credit with inputs, advisory, and market access. This helps ensure that financing is used effectively, improves outcomes, and supports more sustainable and resilient livelihoods.”

Amer Aziz, Chief Executive Officer of HBL Zarai Services Limited, added, “This partnership with Mobilink Bank is a significant step toward strengthening the delivery of structured agricultural financing. By combining financial access with on ground agricultural services, we are ensuring that financing translates into real productivity, improved yields, and better market outcomes for farmers.”

Through this partnership, Mobilink Bank and HBL Zarai aim to enhance coordination, streamline service delivery, and scale in-kind agricultural financing across key agricultural regions. The initiative supports national priorities for sustainable agriculture, financial inclusion, and inclusive economic growth to help Pakistan’s agriculture sector reach its full potential.

Spotify brought together creators and tastemakers in Karachi for an intimate padel experience, celebrating the growing intersection of sport, music, and community in the city.

Hosted at House of Padel, the evening welcomed a curated group of guests including Ayla Adnan, Hajra Yamin, Arshanistan, alongside other notable names from across Karachi. Designed as a social, high-energy gathering, the event reflected how shared interests like sport and music are increasingly shaping how communities connect and spend time together.

Hosted by Aqsa Manzoor, the night featured a live DJ set by Disguise in Hoodie, with music playing a central role in setting the tone on and off the court. Spotify’s “Padel Fever” playlist was highlighted throughout the evening, bringing a curated soundtrack to the experience and enhancing the rhythm of the game.

The experience also featured playful on-ground elements inspired by Spotify’s Mix feature —available to Premium users in Pakistan—which allows users to shape how tracks flow together through customized transitions. Brought to life in a social setting, these moments enabled guests to engage with music in a more expressive and interactive way.

“Music is already part of how people show up to sport—before a game, during play, and in the moments in between,” said Talha Hashim, Spotify’s Marketing Manager for Pakistan. “Padel is a great example of that. It’s not only about the game, but the energy and community around it—the groups that gather, the time spent courtside, and the atmosphere people create together. That’s where music fits in naturally. Experiences like this are about showing up in those moments in a way that feels true to how our audiences in Pakistan are already using Spotify.”

Through initiatives like this, Spotify continues to strengthen its role in Pakistan’s music culture, connecting audiences through shared, real-life experiences.

Listeners can now explore the “Padel Fever” playlist on Spotify and bring the energy of the court wherever they go.

Since its launch in 2008, Spotify has revolutionized music listening. Today, more listeners than ever can discover, manage and enjoy over 100 million tracks. We are the world’s most popular audio streaming subscription service with more than 751 million users, including 290 million subscribers, in 184 markets. https://newsroom.spotify.com

ABHI Microfinance Bank Limited has entered into a strategic agreement with EFU Life Assurance Ltd. to offer life insurance solutions to its customer base, aiming to expand access to financial protection and long-term security across Pakistan.

The collaboration establishes a framework under which EFU Life’s insurance products will be distributed through ABHI Microfinance Bank’s platform, enabling customers to access insurance coverage alongside their existing financial services. The initiative is designed to support greater financial inclusion by integrating protection solutions into everyday banking.

Through this partnership, customers will be able to benefit from a range of life insurance offerings, helping them manage financial risks and plan for the future. The agreement also outlines mechanisms for product distribution, customer onboarding, and service delivery, ensuring that insurance solutions are accessible, transparent, and aligned with regulatory requirements.

Both organizations will work closely to ensure effective implementation, including staff training, customer awareness initiatives, and ongoing operational coordination. The collaboration also emphasizes adherence to regulatory standards, data protection protocols, and responsible sales practices to safeguard customer interests.

The agreement defines ABHI Microfinance Bank’s role as a distribution partner, while EFU Life will remain responsible for underwriting, policy servicing, and claims management. This structure allows each organization to contribute its respective expertise to deliver seamless customer experience.

The agreement was signed by Umer Rauf, Head of Transaction & Employee Banking at ABHI Microfinance Bank, and Muhammad Ali Ahmed, Chief Executive Officer at EFU Life Assurance Ltd., along with senior representatives from both organizations.

Through this partnership, ABHI Microfinance Bank and EFU Life aim to strengthen access to insurance solutions and promote financial resilience among individuals and families. By combining banking access with insurance offerings, the collaboration seeks to support customers in managing both their financial needs and long-term security.

Pakistan State Oil Company Limited (PSO) has formally notified the Pakistan Stock Exchange (PSX) that its Board of Management has appointed Mr. Jawwad Ahmed Cheema as Chief Executive Officer for a three-year term, effective 18 May 2026. Mr. Cheema succeeds Mr. Abdus Sami, who serves as interim CEO.

A distinguished C-suite executive, Mr. Cheema brings over 28 years of experience in the downstream energy sector, including nearly two decades in corporate leadership roles spanning five countries across Asia-Pacific, Europe, and South Asia. His career covers the full downstream value chain retail fuels, lubricants, storage infrastructure, supply chain management, strategy, and international portfolio management with a consistent thread of strategic transformation, business turnaround, and large-scale organisational change running through every assignment.

The centerpiece of his career is a 26-year tenure with Royal Dutch Shell, one of the world’s largest energy majors, during which he rose from frontline retail operations in Pakistan to the most senior levels of Shell’s global leadership, progressing through Indonesia, Singapore, the Netherlands, and the United Kingdom each assignment representing a substantive expansion of scope, complexity, and accountability.

As Managing Director and CEO of Shell Pakistan Limited, he successfully steered one of the country’s most prominent publicly listed energy companies through a period of significant strategic and operational transformation in one of the region’s most complex and fast-evolving energy markets.

In subsequent international roles, Mr. Cheema served as Vice President of Strategy & Portfolio at Shell International B.V. in The Hague, where he directed global downstream infrastructure portfolio strategy across multiple continents, delivering significant enterprise value through network optimisation, asset rationalisation, and supply chain reconfiguration. As Vice President of Shell Business Operations in Singapore, he transformed Shell’s global business process outsourcing function, driving large-scale workforce expansion and operational consolidation across a global network. Earlier, as Strategy & Management Consultancy Manager, he led business turnarounds, divestments, new market entries, and integrated downstream reviews across Asia-Pacific.

Mr. Cheema’s expertise also extends to high-growth market entries, most notably as General Manager leading Shell’s end-to-end retail fuels entry into Indonesia a complex, fast-growing emerging market. Most recently, he served as CEO of Karachi Hydrocarbon Terminal (KHT), a strategic joint venture under the VTTI B.V. portfolio, managing Pakistan’s primary petroleum import and distribution terminal at Port Qasim.

Beyond executive leadership, Mr. Cheema has exercised significant governance authority as Chairman of the Board of Shell Pakistan Limited and as a Director on the boards of Pakistan Refinery Limited (PRL) and Pakistan Arab Pipeline Company (PAPCO) the most strategically significant nodes of Pakistan’s downstream infrastructure.

With a rare combination of commercial sharpness, strategic clarity, and the operational discipline to execute at scale in complex, regulated, and politically sensitive energy environments, Mr. Cheema stands as a leader shaped by the most rigorous global standards and deeply rooted in the realities of Pakistan’s energy landscape.

Mobilink Bank, Pakistan’s leading digital microfinance bank in collaboration with JazzCash, Pakistan’s leading digital financial services platform, has inaugurated the Chaklala Scheme-III Cashless Bazaar in Rawalpindi, covering 900 shops & carts, accelerating the push towards realizing the Prime Minister’s vision of a cashless economy led by State Bank of Pakistan. This step extends digital financial infrastructure into everyday marketplaces, making transactions simpler while empowering communities.

The inauguration ceremony was graced by Brigadier Syed Ali Anjum, Station Commander Rawalpindi, as the Chief Guest. The event was also attended by Rizwan Khaleel Shamsi, Joint Director at the State Bank of Pakistan, Atta ur Rehman, Chief Business Officer at Mobilink Bank, as well as senior leadership from JazzCash and Mobilink Bank, along with local merchants and community members.

A core component of this transformation is the deployment of Raast-enabled QR codes across the bazaar. This allows merchants to accept instant, secure payments directly from mobile wallets, significantly reducing the hassle of handling physical cash. For the customers, it offers a seamless checkout experience with real-time fund transfers, making everyday shopping faster and more secure. Mobilink Bank will open Business Plus accounts for participating retailers and offer a suite of solutions, including health and fire insurance, SME loans, and solar and EV financing.

Commenting on the initiative, President & CEO of Mobilink Bank, Haaris M. Chaudhary emphasised, “With our digital-first approach at Mobilink Bank, we believe a cashless economy must start where everyday commerce happens – in our local bazaars. This initiative will bring small merchants into a more secure, inclusive financial system. With on-ground enablement through fintech platforms like JazzCash, we are making transactions simpler and advancing digital financial inclusion at scale,”

Murtaza Ali, CEO of JazzCash, said, “The realization of the Prime Minister’s vision for a cashless economy depends on the effective digitization of high-frequency commerce. Bazaars represent the highest concentration of daily transactions in Pakistan, and JazzCash is at the center of this shift, supported by a nationwide network of over 1 million Raast-enabled QR merchants. By bringing seamless digital payments into these spaces, we are helping merchants transition into a formal, connected financial system. This evolution improves everyday lives by making financial services more accessible, reliable, and inclusive for millions of citizens.”

The Chaklala Scheme-III Cashless Bazaar serves as a scalable blueprint for how localized interventions can drive national transformation. By combining government vision with robust digital infrastructure and effective on-ground execution, JazzCash and Mobilink Bank are accelerating Pakistan’s journey toward a truly Cashless economy.

Global NEV leader BYD, through its official partner in Pakistan, Mega Motor Company, has delivered BYD Atto 2 and BYD Sealion 7 electric vehicles to Islamabad Police, marking the first operational adoption of a new energy vehicle (NEV) fleet by a federal department in Pakistan. The induction of these vehicles was formally celebrated through an official ceremony inaugurated by Prime Minister Shehbaz Sharif. Inspector General of Islamabad Police, Ali Nasir Rizvi, and Chief Traffic Officer of Islamabad, Muhammad Sarfraz Virk, were also present, along with other senior officials from the department.

The fleet has been designated for specific operational roles within the police department, supporting traffic patrol and official mobility. Its introduction will enable Islamabad Police to significantly reduce fuel dependency, lower operating costs, and introduce emission-free mobility into daily policing operations across the capital.

The initiative comes at a time when Pakistan is experiencing unprecedented volatility in fuel prices, reinforcing the need for more stable and cost-efficient mobility solutions for institutional use. By transitioning to electric vehicles, Islamabad Police is taking a forward-looking step toward reducing exposure to fuel price fluctuations while improving long-term operational efficiency.

Commenting on the initiative, an official from Islamabad Police said: “We are committed to adopting modern, sustainable solutions that enhance operational efficiency while serving the public responsibly. The integration of electric vehicles into our fleet marks a significant step toward reducing fuel dependency and enabling environmentally responsible policing. It also serves as a practical manifestation of the Prime Minister and Interior Minister of Pakistan’s vision for a greener, more sustainable future, with Islamabad Police playing a leading role in advancing this agenda.

This initiative lays the foundation for the gradual expansion of our NEV fleet as we continue to modernise our operations in collaboration with BYD.”

Commenting on the collaboration, Danish Khaliq, Vice President Sales and Strategy at BYD Pakistan-Mega Motor Company, said the initiative demonstrates how electric mobility solutions can support real-world institutional use cases.

“Islamabad Police’s decision to integrate BYD’s electric vehicles into its operational fleet reflects growing confidence in our new energy mobility solutions for real-world institutional use. As the first federal government department to take this step, it sets an important precedent for public sector organisations across Pakistan.

Beyond sustainability, this transition highlights a broader shift toward smarter fleet economics, where reduced reliance on fuel and lower maintenance requirements can significantly improve long-term operational efficiency. At Mega Motor Company, we remain focused on enabling this shift through reliable, high-performance electric mobility solutions designed for real-world demands.”

BYD’s new energy vehicles bring advanced electric mobility technology to the police fleet, offering zero tailpipe emissions, superior blade battery technology, enhanced safety systems, and lower maintenance requirements compared with conventional vehicles. In addition to environmental benefits, electric mobility presents a significantly lower running cost compared to traditional fuel-powered vehicles, particularly in high-utilisation environments such as public service fleets. The vehicles also enable silent patrolling, an operational advantage particularly suited to urban law enforcement environments. As public institutions navigate rising fuel costs and explore more sustainable transportation solutions, initiatives such as this highlight the growing role of electric mobility in delivering both financial and environmental value while reducing reliance on imported fossil fuels.

●      Now in beta, this optional feature allows Artists to review eligible releases before they appear on their profile on Spotify.

For the first time on any music streaming service, Spotify is giving artists the ability to review, approve, or decline releases with the launch of Artist Profile Protection, an optional feature within Spotify for Artists, now in limited beta, offering a solution to a problem that has affected streaming for years.

In the streaming age, and with the rise of AI-generated tracks, instances of music appearing on incorrect artist pages have increased across streaming services. In some cases, this may happen due to metadata errors, duplicate artist names, or deliberate misuse. When that happens, it can impact an artists’ catalog, stats, and how fans discover their music.

On Spotify, protecting artist identity has become a top priority, and Artist Profile Protection takes care of that. It adds a review step before releases go live on an artist’s profile, helping artists stay in control of what music lists them as an artist on Spotify. Only the releases approved will appear on the artist’s profile, contribute to their stats, and show up in recommendations to their listeners. The feature is particularly beneficial in cases of repeated incorrect releases, common artist names, or when artists want greater control over what appears on their profile.

How It Works

Artists can view this feature under Spotify for Artists settings on desktop and mobile web. Once Artist Profile Protection is turned on, artists will receive an email notification when music is delivered to Spotify with their name attached. From there, artists can review eligible releases and decide whether to approve or decline them.

• If approved, at the release date, it will appear under the artists’ name and contribute to their stats and recommendations to their fans as usual.
• If it is declined, or no action is taken, the release won’t list or appear on the artist’s profile.

Artists will also be assigned an artist key: a unique code that can be shared with trusted providers. When music delivered to Spotify includes the artist key at delivery, the release is automatically pre-approved and goes live as normal.

What Happens Next

This is an early beta, and during this period, Spotify will collect feedback from artists using the feature and continue refining it ahead of a broader rollout to all artists. Artists who are not yet included in the beta, or who choose not to opt in, will continue releasing music through Spotify as usual. If a release is misattributed, artists can still report it here.

Mobilink Bank is setting a new benchmark for sustainable banking in Pakistan, rapidly advancing its ESG-led transformation to become the country’s most forward-looking, responsible, and future-ready financial institution. With more than one-third of its nationwide branch network now powered by renewable energy, the Bank is decisively leading the shift toward low-carbon, inclusive finance at scale.

During a recent visit to Mobilink Bank, Kaan Terzioglu, Chief Executive Officer and Board Member of VEON Group, reviewed the Bank’s digital-first operating model, customer-centric innovations, and sustainability initiatives. He engaged with customers and observed firsthand how Mobilink Bank is delivering secure, accessible, and future-ready financial services at scale.

Kaan Terzioglu, Chief Executive Officer of VEON, said, “Mobilink Bank’s progress in embedding sustainability into its operations is both timely and impactful. The scale at which the Bank is advancing green financing, alongside expanding digital financial access, highlights its commitment to responsible growth. This is a strong example of how financial institutions can support initiatives that are both good for the environment and drive both economic growth in emerging markets.”

Commenting on the Bank’s direction, Haaris Mahmood Chaudhary, President and CEO Mobilink Bank, said: “Sustainability is not a parallel agenda for Mobilink Bank; rather, it is the engine of our growth. We are building Pakistan’s leading bank for small businesses through a model that is digital-first, ESG-driven, and built for long-term impact. From green financing to renewable-powered operations, we are embedding responsibility into every layer of our business.”

Mobilink Bank’s ESG-led strategy spans green financing, responsible operations, and inclusive growth. The Bank has deployed PKR 2.9 billion in green financing to accelerate the adoption of clean energy and green mobility solutions, including solar systems and e-bike financing for underserved segments. At the same time, its transition to renewable energy across 35% of its branch network underscores a decisive shift toward low-carbon operations.

To further institutionalize its sustainability agenda, the Bank is building a data-driven decarbonization framework through an automated ESG platform, with baseline emissions measured at 4,489 metric tons of CO₂, laying the foundation for transparent tracking and long-term reduction targets.

Beyond environmental impact, Mobilink Bank continues to lead on social inclusion. The Bank has enabled over 31,000 women through targeted financial inclusion programs in 2025 and is supporting a PKR 50.30 billion gross loan portfolio to expand equitable access to finance for small businesses. Its commitment to community development is reflected in initiatives such as the solarization of a Digital Arts Lab at Khatoon-e-Pakistan Government Girls School, in partnership with Zindagi Trust, benefiting 310 students, and a clean water initiative improving access for over 1,000 students.

As sustainability becomes a defining pillar of modern banking, Mobilink Bank’s integrated ESG approach positions it as a catalyst for systemic change, driving economic empowerment, environmental responsibility, and digital innovation to build a more inclusive and future-ready Pakistan.