This week You! is in conversation with Rutaba Yaqub, Senior Editor, Pakistan and UAE at Spotify. Read on…
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Spotify has been a game-changer for women in music globally. It has been promoting diverse voices in the music industry of Pakistan. One of its most significant initiatives is the Equal Pakistan programme, which was launched to highlight and celebrate the contributions of women in music. Artists such as Nehaal Naseem, Annural Khalid, Maria Unera, and Amna Riaz have all been featured as part of this programme. This kind of strategic placement significantly boosts discoverability, making it easier for listeners to engage with their music. Through the Equal Global playlist, Pakistani women artists are introduced to international audiences, offering them an opportunity to break into new markets. This is incredibly important in an industry where visibility can make all the difference. This week You! is in conversation with Rutaba Yaqub, Senior Editor, Pakistan and UAE at Spotify. Read on…
You! Can you share some success stories of Pakistani women artists who have gained recognition through your platform?
Rutaba Yaqub: Absolutely. There are several incredible success stories that demonstrate the impact of Spotify’s initiatives on women artists in Pakistan. Take Annural Khalid, for example. Since joining Spotify’s RADAR programme in January 2024, her listenership has grown by an astonishing 1,579 per cent. That level of growth is truly remarkable and speaks volumes about how streaming platforms can change the trajectory of an artist’s career.
Another great example is REHMA, who, after being featured as an EQUAL Ambassador, saw her streams increase by 195 per cent. The same happened with Mai Dhai, whose unique folk music gained a 139 per cent boost in streams, allowing her to reach new audiences who may not have discovered her otherwise.
However, the one artist whose stats shine the brightest is Nehaal Naseem. Selected as the first EQUAL Ambassador for the year 2024, Nehaal has long been an artist chalking milestone after milestone. In 2023, her journey began when she was featured as the Spotify Fresh Finds Pakistan artist after witnessing an astonishing 2852 per cent growth in monthly listeners, and recently her track ‘Sadqay’ ranked among the top five Pakistani tracks on Spotify Wrapped 2024. This level of recognition is massive, not just for Nehaal Naseem, but for the entire Pakistani music industry.
You! How has EQUAL programme impacted Pakistan’s music industry?
RY: The impact of the EQUAL programme on Pakistan’s music industry has been profound. Our consumption data shows that women artists featured in the EQUAL Pakistan playlist are 20 times more likely to be discovered by new listeners. That’s a game-changer, because, for so long, the industry has been male-dominated, and breaking through that barrier has not been easy.
Another major impact is global exposure. By featuring Pakistani women artists on international playlists like Equal Global and even showcasing them on billboards in places like Times Square in New York, we are ensuring that their music reaches beyond borders.
One way to further elevate women artists in Pakistan is through mentorship programmes, where experienced musicians and industry experts guide emerging female talent. Additionally, fostering more collaborative projects between male and female artists can help normalise gender diversity in the industry. Another important step is educational workshops, focusing on music production, marketing, and rights management, so that women artists have the knowledge and resources to navigate the business side of the industry. Lastly, engaging with local communities and cultural organisations to create more live performance opportunities for women artists can play a crucial role in giving them a larger platform.
You! What challenges do women in Pakistan's music industry face?
RY: Women in Pakistan’s music industry face significant barriers, including limited representation, cultural biases, and a lack of performance opportunities. Many struggle to gain visibility in a male-dominated space where industry structures and societal norms often discourage them from pursuing music as a full-time career. The absence of dedicated platforms and venues further restricts their exposure, making it harder for women artists to break through.
Streaming platforms can play a key role in addressing these challenges. By curating dedicated playlists that highlight women artists, we ensure they receive the visibility they deserve rather than being overshadowed by male counterparts. Additionally, we continuously refine our recommendation algorithms to promote gender diversity, helping listeners discover and engage with more women in music.
Beyond streaming, storytelling is a powerful tool for change. By producing exclusive content - such as interviews, behind-the-scenes stories, and artist spotlights - we can humanise the experiences of women in the industry, foster deeper connections with audiences, and inspire more female talent to step forward. The ultimate goal is to create a more balanced and inclusive space where women have equal opportunities to showcase their talent, grow their audience, and build sustainable careers.
You! As the Senior Editor for Music at Spotify Pakistan, what steps do you take to improve the representation of women in playlists and music campaigns?
RY: In my role, I prioritise inclusivity by curating playlists that feature a balanced mix of male and female artists. We actively seek out and promote emerging female talent, ensuring they receive prominent exposure in our campaigns. Collaborating with local female musicians helps us create authentic, relatable content.
You! In a traditionally male dominated industry, what role do you think technology and streaming services play in empowering women in music?
RY: Technology and streaming services democratise access to music, allowing women artists to share their work without traditional gatekeepers. Streaming platforms provide analytics and insights, enabling artists to understand their audience better and make informed decisions. This empowerment fosters independence and encourages more women to pursue music careers.
You! As March is Women’s Month, what message do you have for aspiring female musicians in Pakistan?
RY: My message to aspiring female musicians in Pakistan is simple: keep creating and keep showing up. The more music you put out, the more chances you have to be heard. Consistency is key. Release your music, share your voice, and keep evolving as an artist.
At the same time, educate yourself on the business of music. Learn how to promote your songs, understand streaming platforms, and engage with your audience effectively. The industry is changing, and artists today have more control than ever over how their music reaches listeners. Take ownership of that. And finally, support one another. This industry has space for all of us, and the best way to create lasting change is to lift each other up. Whether it’s collaborating with fellow women artists, sharing opportunities, or simply celebrating each other’s wins - every small step contributes to making the music scene more inclusive.
The future is promising. With increasing platforms and support, more women are stepping into the spotlight, bringing diverse sounds and stories.
