QUAL Pakistan’s newest ambassador is Aima Baig and as part of promotions, her song ‘Aey Zindagi’ is featured on Spotify’s EQUAL Pakistan playlist and she’s also featured on a digital billboard in Times Square, NYC.

It is hardly shocking to see her selected by Spotify given her meteoric rise in music since 2016. There is nothing Aima Baig hasn’t tried her hand at, irrespective of the result. And, backed by a voice that is palatable to one and all, her rising popularity makes sense. This effort to play in every field of music has made her a permanent fixture in music within the music ecosystem and outside of it, with fans. In fact, her enormous popularity can be gauged by some of her projects. She has been a contributor to one of the most exciting songs from Pakistan Super League’s catalogue when she became a part of ‘Groove Mera’ joining an outstanding line-up that included the underrated Naseebo Lal, and rap-duo Young Stunners.

The single was the official anthem of HBL Pakistan Super League in 2021. Though Baig has made other contributions to the PSL musical catalog (which builds per season), ‘Groove Mera’ is still the shining star in her PSL contributions.

A recipient of Lux Style Awards, Pakistan’s longest-running award ceremony, she is also a recipient of Tamgha-e-Fakhre-Imtiaz, bestowed on her by the government of Pakistan in 2019, which she confirmed by sharing an image posthaste on her Instagram. Other awards have followed as well.

A terrific playback singer for some of the biggest films in Pakistan’s cinema revival effort including Lahore Se Aagay, Na Maloom Afraad 2, and Jawani Phir Nahi Ani 2, as well as multiple television dramas, there is no side of music from counter to mainstream that she can be discounted from. In addition to working with prominent musicians like Asim Azhar and Atif Aslam, she has also worked with counterculture wunderkid, the pro-digious Abdullah Siddiqui on more than one occasion.

Not a stranger to music shows either, she has appeared in multiple seasons of Coke Studio and Velo Sound Station, two shows as dissimilar as chalk and cheese. These days, she is serenading fans with ‘Satrangi’ from Velo Sound Station 2.0.

And, if gut instinct is anything to go by (and it often is), Aima Baig has a long career ahead of her.

Other artists who have been a part of Spotify’s EQUAL Pakistan campaign include (in no numerical order) Arooj Aftab, Sanam Marvi, Nazia Hasan (posthumous), Zoha Zuberi, Tina Sani, Hadiqa Kiani, Natasha Noorani, Shae Gill, Eva B, Momina Mustehsan, Natasha Baig and Natasha Humera Ejaz.