potify, the global audio and music streaming app, is playing a critical role in the development
of Pakistan’s burgeoning music landscape and the role women artists have played and continue to in the present.

Among its most significant efforts to highlight wo-men as artists is through the EQUAL Pakistan initiative that promotes them in myriad ways. It includes a marvelous digital billboard in Times Square, New York as well as promotion on the app itself, which highlights the work of the respective ambassador during a given month.

In no particular order, EQUAL Pakistan ambassadors so far have included: Arooj Aftab, Maria Unera, Eva B, Hadiqa Kiani, Mehak Ali, Shae Gill, Nazia Hassan, Natasha Baig, Natasha Noor-ani, Momina Mustehsan, Zoha Zuberi, Natasha Hum-era Ejaz and shone a light on each of them in significant fashion.

Celebrating the first anniversary of EQUAL, the latest ambassador is Tina Sani, who is featured on a digital billboard in Times Square, NYC whereas her song, ‘Dasht-e-Tanhai’ is featured on Spotify’s EQUAL Pakistan playlist.

In a statement, the iconic ghazal and eastern classical music expert noted, “It gives me immense pleasure to be the Spotify Equal Ambassador for Pakistan. Female musicians have been breaking barriers in the Pakistani music scene for decades and it’s about time they get the due recognition. Their investment in the music scene is deeply rooted and I am so happy to see it showcased to the worldwide audiences through this brilliant initiative.”

According to data revealed by Spotify, EQUAL artists have – within the first year of being part of the program – earned over 2.2 million hours of editorial stre-ams.

Shared Spotify in a statement, “On average, women artists featured by EQUAL have witnessed a 330 percent increase in streams over the past year. And, women artists receive about 68 percent more discoveries from being included on the EQUAL Pakistan playlist.”

Rutaba Yaqub, Spotify’s Senior Editor for Pakistan, Sri Lanka & Bangladesh reiterated just how strong the impact of EQUAL has been across the landscape.

“Female musicians have been breaking barriers in the Pakistani music scene for decades and it’s about time they get the due recognition. Their investment in the music scene is deeply rooted and I am so happy to see it showcased to the worldwide audiences through this brilliant initiative.” – Tina Sani on EQUAL Pakistan initiative by Spotify

“Through increasing stre-ams across 86 markets with various artists being added to 817 editorial playlists,
the reach that women musicians are receiving through EQUAL is immense. In fact, their discoveries increase by 68 percent after being added to the program.

The hidden gems of this country who would, until a few years ago remain relatively underappreciated, now have a platform to put their vocal prowess on display not just for local audiences but for a global listener base.”

It’s great to see that artists who have not been roped in as EQUAL ambassadors have also done well. Spotify confirmed and stated, “The amplification of women musicians through EQUAL was not limited to the artists selected as Ambassadors for the Month. Alycia Dias, for instance, a young and emerging playback singer saw her streams rise by an astounding 1084 percent since being added to the EQUAL Pakistan play-list. Sehar Gul Khan, the voice behind ‘Bol Kaffara’, was another artist who saw an exceptional 584 percent gro-wth in streams since she was featured on the playlist.”

Other women artists like Nimra Gilani, and Yashal Shahid also saw a rise with 508 per cent increase in streams.

The top 5 countries where EQUAL ambassadors found the greatest number of listeners include Pakistan, India, United States of American, the United Kingdom, and Canada.

By adding 93 women artists to the EQUAL Pakistan playlist, it is now the most comprehensive and “leading editorial playlist”, revealed Spotify.

To be honest, we’re thri-lled that this initiative has celebrated its first-year anniversary and can only hope it’s the percussor of many.

As for Tina Sani being the ambassador this month, check out her recordings from her early years as an artist as well as her work on Coke Studio.

Both will allow you to listen to someone who is so remarkable as a singer that they will carry you to an unknown space, one that is meritorious, beautiful and moving and coming back to the world around will take a minute or two.