On Saturday, Spotify proudly unveiled its highly anticipated ICON Pakistan program at an immersive event titled ‘House of ICON’ at the historic TDF Ghar in Karachi, celebrating Pakistan’s rich musical heritage. The event offered an exclusive experience that took attendees on a journey through decades of iconic music, spotlighting the artists and tracks that have shaped Pakistan’s vibrant music landscape since the 1950s. The evening culminated with the unveiling of the first Spotify ICON Pakistan artist: the Shehenshah-e-Qawwali, Ustad Nusrat Fateh Ali Khan.

The event was attended by notable celebrities, media personalities, artists, and social media influencers, all gathered to celebrate the unveiling of the first Spotify ICON Pakistan and to witness the magic of Pakistan’s rich music history come to life. Some of the most noteworthy attendees included artists like Asim Azhar, Young Stunners, Junaid Khan, the former Vital Signs bassist Shahzad ‘Shahi’ Hassan, composer Arshad Mehmood, Bilal Saeed and Spotify’s RADAR artist Umair to name a few.

“We are incredibly proud to kick off the Spotify ICON Pakistan series by celebrating one of the greatest music legends of all time, Nusrat Fateh Ali Khan. With over 800 million streams worldwide and nearly 60 million hours of his music listened to on Spotify, his influence is both profound and far-reaching,” said Khan FM, Spotify’s Senior Artist & Label Partnerships Manager for Pakistan, Bangladesh and Sri Lanka. “The Spotify ICON Pakistan celebration is a tribute to his incredible journey and his impact on the Pakistan music culture.”

Celebrated as one of the most influential qawwali singers in history, Nusrat Fateh Ali Khan continues to inspire generations with his deeply soulful music. Since Spotify’s debut in Pakistan in 2021, over 900,000 searches have been made for “Nusrat”. In 2024, his most streamed tracks on the platform include “Mere Rashke Qamar,” “Sochta Houn,” and “Yeh Jo Halka Halka Suroor Hai. On Spotify, Nusrat ranks among the top 5 Pakistani artists, a testament to his extraordinary talent and enduring popularity. He has amassed over 5.7 million monthly listeners, with his fan base growing steadily, particularly among younger audiences. Almost 60% of his current listeners on Spotify are from Gen-Z, and over the past year, he has seen a 26% year-on-year growth in streams on the platform, further solidifying his lasting impact across generations.

Nusrat’s collaborations with international icons such as Peter Gabriel and Eddie Vedder, combined with his innovative blend of traditional qawwali and contemporary sounds, have earned him a huge local and global following. His music transcends borders and genres, with Spotify listeners outside Pakistan coming from India, the UK, USA, Canada, Australia and Germany.

This enduring influence of Nusrat Fateh Ali Khan is the focus of a new short film produced by Spotify, which premiered at the House of ICON last Saturday. The ‘House of ICON’ event also highlighted the lasting relevance of legacy artists, emphasizing the unique blend of nostalgia and modernity that the Spotify ICON Pakistan program aims to bring to today’s listeners. The exhibition will remain open for a few weeks to visitors looking to embrace the nostalgia and history of Pakistan’s rich musical journey.

Through Spotify ICON Pakistan, Spotify is bridging the gap between generations, providing a platform for legacy artists to be honored and celebrated in the digital age, as they continue to inspire new audiences across the country. This launch marks the beginning of a series of campaigns under Spotify ICON Pakistan, set to feature more legendary figures from Pakistan’s rich musical history.

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About Spotify 

Spotify transformed music listening forever when we launched in 2008. Our mission is to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators. Everything we do is driven by our love for music.

Discover, manage, and share over 100 million tracks, for free, or upgrade to Spotify Premium to access exclusive features including improved sound quality and an on-demand, offline, and ad-free music listening experience.

Today, we are the world’s most popular audio streaming subscription service with a community of more than 626 million users, including 246 million Spotify Premium subscribers, across more than 180 markets. We are also the largest driver of revenue to the music business today. https://newsroom.spotify.com/.

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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About Spotify 

Spotify transformed music listening forever when we launched in 2008. Our mission is to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators. Everything we do is driven by our love for music.

Discover, manage, and share over 100 million tracks, for free, or upgrade to Spotify Premium to access exclusive features including improved sound quality and an on-demand, offline, and ad-free music listening experience.

Today, we are the world’s most popular audio streaming subscription service with a community of more than 626 million users, including 246 million Spotify Premium subscribers, across more than 180 markets. We are also the largest driver of revenue to the music business today. https://newsroom.spotify.com/.