Back to the Future

Earlier this week, Spotify, the global music app that has reshaped how music is consumed in Pakistan and 100 countries, announced the launch of a new program called Spotify ICON Pakistan. Following the successful introduction of EQUAL and RADAR initiatives, this new program by the global audio streaming platform, focuses on bridging the gap between the vast array of music from previous decades and the digitized preferences of today’s younger audience. The mission of this nostalgia-driven music program has multiple facets. To explore what it means within the cultural and musical landscape further, Instep had an in-depth conversation with Khan FM, Spotify’s Artist & Label Partnerships Manager for Pakistan, Sri Lanka & Bangladesh. Here is an excerpt from that conversation.

Instep: What is the primary goal of Spotify ICON Pakistan?

Khan FM: The primary goal of the Spotify ICON Pakistan program is to celebrate and preserve the legacies of iconic Pakistani artists. Through this program, we aim to connect artists from previous iconic decades with today’s younger streaming audience, who are already captivated by evergreen tracks from the musical icons that Pakistan has produced. The program showcases the music of legendary artists, ensuring their influence is not merely remembered but also actively experienced by younger generations.

Instep: How does Spotify plan to promote these artists under this particular program?

Khan FM: Our strategy for promoting legacy artists through the Spotify ICON Pakistan program includes a combination of both on-platform and offline initiatives. Listeners can look forward to curated playlists, exclusive video content, storytelling elements, media partnerships, artist collaborations, and vibrant social media campaigns. This program will draw on nostalgic connections to these artists while simultaneously creating fresh experiences for younger audiences. Artists will gain

significant exposure, with Spotify providing ongoing promotional support across its platform.

Instep: How does ICON Pakistan compare to other Spotify programs like EQUAL and RADAR?

Khan FM: Spotify ICON Pakistan differs from our other initiatives, such as EQUAL and RADAR, by focusing exclusively on legacy artists. Unlike other programs, which center around new releases, Spotify ICON Pakistan highlights the extensive music catalogs of legendary figures. RADAR promotes emerging artists quarterly, while EQUAL spotlights women in music monthly. In contrast, ICON Pakistan is a nostalgia-driven initiative designed specifically to revive and celebrate the music of iconic artists from earlier decades, ensuring their enduring legacies flourish in today’s music landscape.

Instep: Why is Spotify focusing on legacy artists in Pakistan? What challenges and opportunities arise in promoting these artists in today’s digital age?

Khan FM: Music discovery is a crucial focus for Spotify. While we recognize how vital new music releases are for our predominantly young audience, we also aim to introduce these generations to the timeless sounds of classic artists, ensuring their music continues to be celebrated and discovered. Many of these artists emerged during an era that predates digital platforms—when cassettes and walkmans were the primary modes of music consumption. Today, we can adapt their voices to modern listening habits, offering new opportunities for their music to resonate. With Spotify’s expansive reach and data-driven promotion, we can amplify their influence. With the launch of Spotify ICON Pakistan, whether you are searching for a recent hit or a decades-old classic, it is merely a few taps away.

Instep: Many legendary artists sang songs about revolution and patriotism, using poetry from esteemed poets that reflect significant periods in our nation’s history. Modern music tends to focus more on individuality. Do you believe this kind of music, if presented in its original form, will resonate with younger audiences today?

Khan FM: Classic music that explores themes of revolution and patriotism can still resonate with younger audiences, especially when introduced thoughtfully. While remixes can engage listeners, presenting the music in its original form allows for authenticity that appeals to those seeking depth and meaning in their music choices. Many younger listeners appreciate music that relates to cultural and historical roots.

Instep: The sound of artists from the 1950s differs vastly from today’s music. If their sound remains untouched, do you believe these artists can still succeed in a market dominated by electronic music and evolving pop trends?

Khan FM: Recent data indicates that iconic artists can and are succeeding in today’s music fandoms, even if their sound remains untouched. While modern pop and electronic music dominate, there is a growing appreciation for classical and authentic music among younger generations. Artists like Mehdi Hassan and Ghulam Ali have seen significant growth in streaming numbers, proving that their sound continues to appeal across generations.

Instep: What are the key benefits for the selected artists participating in ICON Pakistan?

Khan FM: Selected artists under the ICON Pakistan program benefit from increased exposure to new and younger audiences, both locally and globally. Our on-platform support, including curated playlists and targeted promotions, enables these artists to thrive in the digital music landscape. Additionally, the program elevates the cultural significance of these artists, helping their music gain wider recognition.

Instep: Who is the target audience for Spotify ICON Pakistan and which timeless artists have shown the most significant growth in streams in recent years?

Khan FM: Spotify consistently strives to align with our users’ evolving music tastes through personalized recommendations, music suggestions, and promotions. Iconic Pakistani artists from the ‘60s, ‘70s, and ‘80s are experiencing a remarkable resurgence in popularity. For instance, Mehdi Hasan has recorded a stunning 144.5% year-over-year growth in streams, demonstrating that his classical ghazals continue to enchant contemporary audiences. Similarly, Ghulam Ali, another legendary ghazal artist, has enjoyed an impressive 82.4% year-over-year increase in streams. Malika-e-Tarannum, Madam Noor Jehan, also witnessed considerable growth with a 65% increase in streams.

Unsurprisingly, Ustad Nusrat Fateh Ali Khan remains one of the most prominent figures, with 60% of his listeners belonging to the 18-27 age group. The appeal of these artists among Millennials and Gen Z demonstrates that their music, despite originating in a pre-digital era, continues to capture the imagination of modern listeners. Spotify is dedicated to introducing this iconic music to younger generations while also re-engaging older listeners who hold a deep personal connection to these artists. Our campaign celebrates Pakistan’s rich musical heritage and appeals to all music lovers, ensuring that these legendary sounds continue to thrive across generations.

Instep: What demographic trends are evident among the listeners of iconic Pakistani artists?

Khan FM: Spotify data reveals clear demographic trends among listeners of Pakistan’s legacy artists. For example, a significant portion of Noor Jehan, Mehdi Hassan, and Ghulam Ali’s audiences belongs to the younger demographic. Around 50% of Noor Jehan’s listeners are aged between 18-27, indicating a deep interest in classic music among Gen Z. Similarly, 49% of Ghulam Ali’s audience consists of Gen Z listeners, while Nusrat Fateh Ali Khan’s fanbase shows 60% of his listeners fall within the same age range. Millennials also represent a considerable portion of the fanbase for artists like Abida Parveen, where 32% of her listeners fall in the 28-44 age group. These trends highlight how legacy music bridges generations and attracts a broad listener base.

Instep: How does Spotify plan to leverage data insights to tailor its promotional strategies for ICON Pakistan artists?

Khan FM: Our plan involves leveraging the insights provided by our data to tailor promotional strategies for ICON Pakistan artists by analyzing streaming patterns, demographic trends, and listener preferences. This approach will allow us to optimize curated playlists, enhance search capabilities, target specific age groups, and create personalized recommendations for users.

Instep: How will this campaign benefit the Pakistani music industry as a whole?

Khan FM: By reviving the music of iconic artists, Spotify honors Pakistan’s rich musical heritage. This campaign aims to ensure that these artists remain culturally relevant while also generating opportunities for collaboration with contemporary musicians. By showcasing the legacies of these artists, we will create a ripple effect, inspiring new talent while drawing attention to the historical importance of music in Pakistan.

Instep: Are there any plans to expand ICON Pakistan to other countries or regions?

Khan FM: Currently, the Spotify ICON Pakistan program is exclusive to Pakistan, and there are no plans to expand it to other Spotify markets at this time.

Instep: When will the official launch of Spotify ICON Pakistan take place? Will the launch event feature performances and exclusive content from the first artist selected for the campaign?

Khan FM: The official launch of Spotify ICON Pakistan is set for later this month, during an event titled House of ICON. This event will mark the introduction of the first artist selected in the campaign. The launch event will celebrate both Spotify ICON Pakistan and its first featured artist. Attendees can expect performances, storytelling, and a short documentary that will focus on the artist’s contributions to our musical history and their enduring impact.

Instep: What is the significance of the first Pakistani artist selected for Spotify ICON Pakistan?

Khan FM: Selecting Nusrat Fateh Ali Khan as the first artist for ICON Pakistan holds special significance due to his monumental contributions to music and his global following. His influence on both traditional Qawwali music and contemporary fusion has solidified his status as a cultural icon.

With over 5.3 million monthly listeners on Spotify, he embodies ICON Pakistan’s goal of bridging the gap between classic and contemporary music while continuing to inspire artists across genres.

“By reviving the music of iconic artists,

Spotify honors Pakistan’s rich musical heritage. This campaign aims to ensure that these artists remain culturally relevant while also generating opportunities for collaboration with contemporary musicians. By showcasing the legacies of these artists, we will create a ripple effect, inspiring new talent while drawing attention to the historical importance of music in Pakistan.”

– Khan FM, Spotify’s Artist & Label Partnerships

Manager for Pakistan, Sri Lanka and Bangladesh