Karachi, June 04, 2025 – Spotify has announced a major milestone for 2025 – 10 years of Fresh Finds, the initiative designed to help independent artists get discovered at the earliest stages of their careers. Since its launch in 2015, Fresh Finds has supported nearly 70,000 artists, becoming a global pipeline for new talent and a key discovery engine across genres.

In 2024, over 18,000 artists from 127 countries were featured on Fresh Finds playlists and more than 65 million artist discoveries were driven by Fresh Finds last year alone. The Fresh Finds ecosystem includes both global and local playlists, and a wide range of genre-based collections. Curated by over 30 Spotify editors worldwide, these playlists are built using data, artist submissions, research, and editorial instinct. On average, artists see their new listeners and international streams more than double in the month after being added to Fresh Finds ecosystem.

Launched in late 2021, Fresh Finds Pakistan playlist features upcoming artists from the country. Spotify revealed that the top breakout artists featured on the Pakistan Fresh Finds Playlist in the last three years include, AUR, Afusic, Ali Soomro, Ali Raza, Ali & Shjr and Zeeshan Ali, all of whom have captured mainly young audiences with their distinct voices and innovative sounds.

With nearly 80% of its listeners under the age of 35 and over 40% under 24, the Fresh Finds Pakistan playlist clearly strikes a chord with young listeners, highlighting its strong appeal among Gen-Z and young millennial fans. Listenership from Gen Z has grown by 172% year over year, proving their hunger for fresh sounds and boundary-pushing talent.

“One of the latest exciting stories of Fresh Finds from Pakistan is Afusic. When we featured him on the playlist cover of Fresh Finds just two months ago, it was clear that his music had something special. To date, over half the artists first featured on Fresh Finds are later added to other Spotify editorial playlists – just like Afusic, whose songs now appear on Hot Hits Pakistan, Paka Hit Hai, and Desi Hits. His track Pal Pal with Ali Soomro has resonated with listeners around the world, climbing to the number one spot in several countries”, said Rutaba Yaqub, Artist & Label Partnerships Manager at Spotify for Pakistan and UAE.

Hip-hop has seen a significant rise in popularity among Pakistan’s youth, with rap and hip-hop streams in Fresh Finds Pakistan increasing by 55% and 50% respectively over the past three years. Desi hip-hop also experienced strong growth, with a 41% increase in streams. The playlist’s global traction continues to grow, with top streaming countries including the US, Singapore, Australia, France, and Denmark — highlighting the international appeal of these emerging Pakistani artists.

At a time when discovery and audience-building are more fragmented and competitive than ever, the Fresh Finds program continues to prove the power of curated editorial support in elevating emerging artists. To celebrate a decade of impact, Spotify has launched a special 10-year anniversary playlist, available here. For more insights and details, visit the Spotify Newsroom here.

Karachi, March 7, 2025 – This International Women’s Day, Spotify celebrates the remarkable growth and impact of women artists in Pakistan’s music industry, showcasing a fresh trend that not only promotes women voices locally but also takes them global. With a 28% increase in streams of women artists by listeners in Pakistan over the past year, the growing prominence of female musicians in the country reflects the spirit of Women’s Day, resonating through music.

From established icons to emerging music talents, women artists in Pakistan are redefining the music landscape. And consumption data presented by Spotify Pakistan highlights some unique facts to back this. Among the top Pakistani women artists in 2024 are Annural Khalid, Nehaal Naseem, and Quratulain Balouch, all of whom continue to captivate audiences with their amazing tracks and rich voices.

Spotify’s programs for elevating artists, such as EQUAL Pakistan, Fresh Finds Pakistan, and RADAR Pakistan, have been instrumental in fueling the growth and popularity of women voices. Fresh Finds artist Bakhtawar Ghaffar saw an extraordinary 265% increase in streams within just 30 days of joining the program in April 2024. Nehaal Naseem, another Fresh Finds alum, went on to become an EQUAL Pakistan ambassador. Her song “Sadqay” ranked among the top five Pakistani tracks on Spotify Wrapped 2024, and since joining EQUAL in January 2024 she has experienced an impressive growth of more than 450%.
“Women in Pakistan’s music industry are making remarkable strides, and we’re proud to support their journey,” said Rutaba Yaqub, Senior Editor at Spotify for Pakistan & UAE. “With a 28% increase in streams of women artists by listeners in Pakistan over the past year, it’s clear that their music is resonating with a growing audience. Through initiatives like RADAR Pakistan, which spotlights emerging talent, we’re committed to ensuring women artists receive the recognition they deserve. A standout example is Annural Khalid, who has seen an incredible 1,579% increase in listenership since joining RADAR in January 2024.”
EQUAL Pakistan has particularly been a game-changer, providing women artists with the platform they deserve. The impact speaks for itself, with artists like REHMA experiencing a 195% surge in streams since joining, Mai Dhai growing by 139%, Amna Riaz by 106% and RFB by 85%. Globally, Spotify’s EQUAL initiative has supported over 1,200 ambassadors and featured more than 20,800 women artists in its playlists to date. In 2024 alone, EQUAL playlists have driven over 30 million artist discoveries, while the EQUAL hub has generated over 330,000 listening hours, allowing audiences worldwide to explore the music and stories of women artists.

Spotify’s influence extends beyond artist growth; it also shapes listening trends. In 2025, the most-streamed playlists by female Spotify users in Pakistan include Shaadi Hits, Hot Hits Pakistan and Bollywood Central, while Desi Hip Hop, Bollywood, and Indian Indie reign as the top genres among female listeners.