“I don’t want to play safe,” says Asim Azhar

Asim Azhar has fast grown into a notable voice. Starting out with covers of English-language tracks on the web-space more than four years ago, today he enjoys an audience that pans across Pakistan and beyond, USA especially. 2018 has seemingly been an eventful year for the prodigy pop-star.

After releasing the tracks ‘Dunya’ and ‘Mahi Aaja’ on Cornetto Pop Rock and Coke Studio, respectively, Azhar has now signed up with Universal Music, India and EMI Records, announcing the news through a self-composed single under the banner’s subsidiary, VYRL Originals. Titled ‘Jo Tu Na Mila’, the ballad has been trending on the YouTube Top 10 in India and Pakistan for over a week post its release and has also been shared by several Bollywood bigwigs, including Karan Johar and Mohit Suri.

“About three years ago, Momina (Mustehsan) had sung ‘Awaari’ from Ek Villain, and since it was the same team as VYRL Originals, she introduced me to one of their representatives at the time,” Asim told Instep, over a telephonic tete-a-tete on how he bagged his first international gig. “Over the years, I think they built an interest in my work and starting this year, they contacted me to sign me up. I went through the usual procedure and ended up becoming a Universal Music artist.”

Nonetheless, the ban that was placed on Pakistani artists from working in India hasn’t been lifted and acts as a barrier for cross-cultural assignments. Even though seasoned musicians like Atif Aslam and Rahat Fateh Ali Khan continue working as playback vocalists, Asim does feel that the embargo of talent has proved to be an embedment. “I feel every form of art is affected when the gates are closed. At this point, I’m sure if the ban hadn’t been placed, there would’ve been a lot more collaborations and we would be in India – for concerts and tours,” he said.

Having signed up with the label earlier this year, Asim began working on ‘Jo Tu Na Mila’ with Indian lyricist, Kunaal Vermaa of Hamari Adhuri Kahani, earlier this year. The song, also featuring Iqra Aziz, takes the lead with over 22-million views on its video. Going forward, Asim is working on a number of original tracks with VYRL Originals, and plans on eventually coming out with his debut album with the platform, primarily dedicated to independent musicians.

One wonders if the album culture at large is viable in the times of online streaming.

“If you’re doing it by yourself in Pakistan, there’s very little scope,” Asim replied. “But at the end of the day, I’m also the kind of guy who believes that good content will be seen, no matter what. I will only blame myself if it’s not seen enough. Marketing or releasing it right, are only bonuses. At the same time, it’s difficult in Pakistan at this point, which is why I believe we all help each other in some way, which is where VYRL Originals come into play. Just the other day, my friends were noticing that ‘Jo Tu Na Mila’ is the first original song (which is not an OST or from a branded platform) to be trending this long, in ages.”

Furthering his thoughts, Asim added, “Purely from a financial aspect, I think you need to be as smart as you are talented in the industry. There are so many more talented individuals out there, but it’s all about what you bring to the table. Gifted artists spend their careers sounding the same as someone else. Also, you need to put yourself out there enough to be in a certain position (of authority). I really hope ‘Jo Tu Na Mila’ motivates my fellow artists to do original music, and I pray that they don’t get tired because it’s a slow and steady process. It’s all like a game of chess.”

Asim is also particular about his decisions and even though he’s been the face of a number of labels this year, the singer claims to prefer having creative control over endorsements and sponsored work. Having been associated with music platforms under the banner of corporations, Asim sees it all as a balancing act of being exclusive, yet approachable. “It’s difficult being acceptable to brands and catering to your own audience as well, but you have to strike that balance,” he noted. “Which is why you won’t see me at every other launch event or commercial, and I’ve learnt that from Momina, to not ‘sell-out.’”

On the acting front, Asim had a brief stint on television, before taking a break last year post the airing of his musical telefilm, Noor, and hasn’t been accepting any new scripts. “Nothing is really exciting me and at this point, my heart is not in TV,” Asim responded, before parting. “But mind you, I’m saying TV. It’s too early to talk about it yet, but I don’t want to play safe anymore and do anything typical anymore,” he adds, hoping to explore newer mediums of performing, as the web-space emerges and the cinematic shift being a natural progression, one can only wonder what’s next…