potify, TikTok, YouTube made an official entrance in the ever-evolving music ecosystem of Pakistan in the last few years. And just last year, Sony Music Middle East also officially entered the market. Industry insiders, who cannot be named, have also confirmed that Warner is also gearing up to make its presence in the local music market.

But, while these global giants have had a significant impact on the overall music scene, we cannot ignore the role played by local record labels. But that list is also growing.

One major example – that hasn’t gotten its due coverage - is ‘MoUSICi’, which was launched last year and is spearheaded by an industry giant: Arshad Mahmud.

The slogan of MoUSICi’ is “where music is a passion”.

For the unfamiliar, Mahmud is a legendary music composer who has made significant contribution to music and has seen the music scene grow over decades. If you’re wondering what separates MoUSICi from other efforts, it is Arshad Mahmud, who has lent his considerable expertise to the initiative, in terms of music creation and program management. The record label’s primary mission is to nurture the talent of young individuals in an industry where they face formidable challenges.

The goal is to empower young talent as well as give them an opportunity to hone their skills. The music that MoUSICi will offer will be new as well as embedded in the rich musical traditions of South Asia that convey profound messages through meaningful poetry, and the emotional essence of melodies. Pushing the boundaries of creativity and fostering a diverse community of artists, it is also an effort to preserve and expand upon traditional music ideas. As part of the effort, a collection of songs by young musicians, under the guidance of Arshad Mahmud and Ustad Nafees Ahmed, was released last year and new music is on its way in the New Year. To hear more, head to MoUSICi’s YouTube page and find the audio as well as the videos.