“Sour emotions got me lookin’ at the universe different/I should distance myself/I should keep it relentless.” – ‘How Much a Dollar Cost’ by Kendrick Lamar feat. James Fauntleroy

t may have been a popular genre in global terms, but hip-hop and rap genre, was overlooked right here at home as other forms of music captured our individual and collective imagination.

Things have changed, though. The genre is so popular in contemporary music structure that even corporate music platforms are picking it up. Think ‘Kana Yaari’ by Eva B, Kaifi Khalil and Abdul Wahab Bugti from Coke Studio 14 that went onto become a huge hit and even got a Quickstyle dance video.

We even have YouTube channels dedicated to desi rap news and even rap beefs within the local music industry. However, for all the songs, collaborations and beefs (where artists diss each other, usually through songs), the one name that has incredible potential and popularity to go global is Eva B.

Her songs have strong lyrical matter; she is a brilliant, confident performer and the beats in her songs are never doing so much that it overshadows her verses.

Some of her most compelling releases include songs such as ‘Rozi’, ‘Mukhtasir Baatein’, Qalam Bolega (The Pen Shall Speak), and the list has been growing.

For instance, you may or may not have liked a Pakistani film called Daadal (2023) but the song for this cinematic venture called ‘Khoon Hai Karachi Ka’ by Eva B gave it a huge push in terms of visibility, primarily because she is such an original voice.

Eva B has a following that is dedicated. As an artist, she is courageous, having dabbled in cinematic music, a corporate platform like Coke Studio 14 as well as a high-profile commercial with some of the coolest cats from mainstream music. In each of those roles, Eva B has excelled. Her music also made it to Ms. Marvel, the American superhero series that was released in 2022 and connects to the larger Marvel universe.

The variety of rappers Pakistan can call its own are definitely increasing in numbers with some absolutely brilliant in this craft of music, whether in a recording studio or on the stage.

However, one name is shining brightly than others. And that name is Eva B who got noticed by Global Spin, a global spotlight by the Grammys this year. Noted the Recording Academy: “Global Spin celebrates global music, international artists & the sounds of the world.”

To that end, Eva B premiered her new song with Global Spin. Describing the artist and her art, Recording Academy/Grammys noted on their YouTube page, “Hijabi rapper Eva B shows love for her hometown of Karachi, Pakistan, with this feel-good — and fittingly sun-soaked — performance of her new song, ‘Sunrise in Lyari’, premiering on Global Spin.”

I’m not sure if commentary on her Hijab was the way to go about it since it’s pretty self-evident and could’ve been left out but moving past this archetype where women musicians are talked about in a certain way, we are thrilled that her sheer talent is being noticed. As for the song, it is featured on the Grammys’ YouTube channel, which is great news for Eva B and shows just how far she has come.

The ferocious, intense and typically Eva-styled song catches her in Karachi but as the song goes on, there is a stream of highlights also planted on one side of the music video and the Grammy on the other.

While Eva B delivers a blistering performance, the highlights point out how she is regarded as the first female [woman] Pakistani rapper, how she is the first Baloch artist to be featured on Times Square, New York (Spotify’s EQUAL initiative – thank you) and also notes how she has worked with multiple brands and is a symbol of women empowerment for young Pakistani women.”

That’s bang on point and it is interesting to see how women from Pakistan are being noticed beyond personal geographies such as Arooj Aftab, Sharmeen Obaid-Chinoy, Meesha Shafi, Eva B and Slowspin (with the latter picking up a fascinating review for her LP Talisman by Pitchfork).

Often referred to as a humble artist, we are not at all surprised that Global Spin selected Eva B. It remains unclear – at this point – if she will return for another season of Coke Studio or not – but given her propensity to deliver no matter what parameters are put before her - from doing a song for a film or collaborating with artists in a music series - we certainly hope to see more of her in the mainstream arena in 2023. Fingers crossed!