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The music industry has been hit hard by coronavirus with live performance revenue the biggest casualty. As long as bans on large gatherings continue, live performance will not take place. The music industry is also subject to reductions in advertising spending that are happening worldwide. There is a growing list of artists worldwide, delaying releases to later in the year/next year. In part, this is due to the inability to use tours to promote new albums, and live music in general has been dramatically affected.
In this current scenario, music industry is finding new ways to engage with fans. Now, artists are going direct to the fans from their own homes, using services like Instagram, Facebook, YouTube and others. This is not new, but the pandemic has expanded the audience available and accelerated underlying trends in the music industry.
As music consumption is increasingly digital, there is a growing role for third-party platforms in shaping music distribution, discovery and consumer behavior. Just recently, the famous game Fortnite hosted a live rap concert that attracted almost 30 million live viewers, underlining the potential for cross-industry partnerships to engage users and promote artists in a new way. In Pakistan, we still need to see such collaborations on a large scale. However, some effort has been made by artists themselves by collaborating with various actors and musicians online. Are virtual concerts a reality?
In this session, we will be discussing the way forward for Pakistan’s music industry with our esteemed panelists:
1. Zeb Bangash - Singer, Musician and Songwriter
2. Faiza Mujahid - Singer & Songwriter
3. Natasha Noorani - Singer/Musician & Co-Founder Lahore Music Meet
4- Natasha Baig- Singer & Co-Founder of Laal Series, a Production Company.
Session will be moderated by Sophiya Anjam (Radio/TV/Event Host)
Lahore Music Meet
Pakistan's Rocker Girl
Natasha Baig singer from hunza Pakistan. A sufi rock singer Recently released her debut album called Zariya. Known for her song shikwa jawab e shikwa in cokestudio season 11. In 2016, Baig co-founded a production Company ‘Laal Series’ that produced Baig’s music videos besides other work in the industry including commercials, short films and public service messages. The breakthrough for Baig came when she was nominated for Best Emerging Talent at the 2017 Lux Style Awards for her song "Jhoom Le" in the film Janaan. She then released her song with Mai Dhai "Kesaria". which was produced by her company Laal Series
Noorani has a diverse range as a singer-songwriter, playback singer and voice-over artist. While pursuing contemporary pop music, she has also been training in khayal gayaki and was awarded the Goethe Talents Scholarship in 2019. Noorani released her debut EP ‘Munaasib’ in 2018 which explored her diverse range as a singer-songwriter exploring her r'n'b, neo-soul and progressive rock influences. Her commercial work entails projects with Coke Studio, Lux Style Awards, Piano Colour Pencils, DawnTV including OSTs for Baaji (2019) and Chalay Thay Saath (2017). Alongside work for film and ads, Noorani has also collaborated with artists such as Strings, Gentle Robot, Jamal Rahman and Biryani Brothers.
With a MMus Ethnomusicology from SOAS, Noorani works in archiving, preserving and promoting 20th Century Pakistani Music. She is the Founder of Peshkash, a collectivr currently undertaking a project in the preservation of oral narratives and sound recordings pertaining to Pakistani music. Noorani's multi-faceted approach towards Pakistani music enables her to serve as a liaison between the artists, the Government of Pakistan and various cultural bodies such as UNESCO and British Council.
Noorani is the Co-Founder and Festival Director of premier music festival cum symposium, Lahore Music Meet (LMM), which has been taking place annually since 2015. The festival is dedicated to the promotion of Pakistani artists in a fragmented music ecosystem. In 5 years, the festival has been able to showcase over 150+ Pakistani artists and carry out 200+ sessions related to music in Pakistan.
Beyond this, Noorani also dabbles with management having served as General Manager for Coke Studio Pakistan, Marketing Executive at CityFM89 and managing pop-rock duo, String
Faiza Mujahid is a talented female singer/musician from Lahore, popularly known as ‘Pakistan’s rocker girl.’ With powerful vocals & her own distinctive style, she has contributed immensely to Pakistan’s music industry. She has not only released singles but also done numerous OSTs of dramas & films. Her song ‘Kahan Hoon Mai’ was featured on MTV India’s Roadies, while ‘Jeenay De’ was part of Amitabh Bachchan’s film ‘Pink.’ She was also part of Pakistan’s Coke Studio Season 10, performing ‘Ujalo Mai’ with Faraz Anwar. ‘Bandya Ho’ from Khuda Kay Liye, ‘Yeh Meri Zindagi’, ‘Mumkin Hai’ & ‘Inkaar’ are included amongst her biggest hits.
Zeb Bangash, Vocal artist, Composer, Music Director and co founder of NYC based band SANDARA, began her career with her cousin Haniya Aslam as Zeb and Haniya. They released their debut album Chup! in 2008. In 2013, Zeb did a song for the film Madras Cafe and made her debut in Bollywood. She continued her solo career after Haniya left for studies in Canada. She sung for the soundtrack of Highway (2014), Bin Roye (2015), Ho Mann Jahaan (2015), Manto (2015) and Fitoor (2016). She also sung the title track of television series Diyar-e-Dil which won Lux Style Award for Best Original Soundtrack and Hum Award for Best Original Soundtrack in 2016.
She performed two songs in season 9 of Coke Studio. She then also performed a single in the second season Pepsi Battle of the Bands.
Head of Marketing
Sophia Anjam is a Radio/Event/TV Host, professionally working since more than 13 years from Pakistan. Currently hosting Drive On With Sophie at FM91, a top rated evening drive time show on one of Pakistan’s popular radio stations. She is also hosting a music based chart show on PTV called ‘Signature Tunes With Sophiya’, focusing on local talent. She currently has a Youtube show called ‘The S Stories’, based on social issues & travel & also has an e-magazine called ‘The S Stories Mag’ on topics that matter, excluding beauty & fashion. She recently started an initiative called ‘The S Stories Care’ in which humanitarian work is executed & at the moment, focusing on people badly hit by Covid19. She’s been hosting events since 2007 for corporate and non corporate brands/companies around Pakistan, ranging from private to public, interactive to non interactive. She is a public speaker and has moderated various events in the presence of government officials, heads of states, celebrities, diplomats, businessmen, bureaucrats, army officials, foreigners and the likes. At present, she is the FM91 Lahore team lead. She’s also a voice over artist, along with being a social worker, currently the Goodwill Ambassador for WWF Pakistan, Kaarvan Crafts Foundation & SKMCH, while being the Champion Of Change for TCF Pakistan.
Earlier, she used to host a mid morning show on FM91 called ‘Head Over Heels’ which did well for 6 years. She also had an English show on PTV World called ‘Weekend World With Sophie’, for a year and a half, which had all kinds of substantial topics, relevant guests & was aired nationwide as well as around the globe. She was also the Programming & Marketing Head of FM91 for a few years.
She completed her schooling from LGS & did her Masters in Mass Communication from Kinnaird College, Lahore. She has interned at Dawn, Nation, Evernew & Hum Tv. She also did a fortnightly training with ‘Kromosome’ a joint Indian-Pakistani production house based in Dubai, UAE. In 2019, she completed a 14 days media training program for female journalists in Washington & Chicago by U.S. Depart of State.
Startup Grind Lahore
Iftikhar Hussain is an ecosystem builder, consultant, and entrepreneur. He has closely worked with private and public institutions promoting the use of social media to further causes like entrepreneurship, gender rights, women's economic empowerment, and violence against women.
He was the Founder/ VP Business & Strategy at TEC, which is a leading conference management firm in Pakistan, launched DIGIMARK, Pakistan's most premium conference on Digital, and founder of DIGITALK, a monthly digital forum to strengthen the digital ecosystem in Pakistan.
Iftikhar holds a graduate degree in Computer Sciences from University of Central Punjab. He is an IVLP (International Visitor Leadership Program) Alumnus, which is US Department of State’s premier professional exchange program on the theme Social Media Activism. Mr. Hussain is a certified trainer as well as a facilitator from British Council. His signature program "Turning Contacts into References” is one of the most vibrant sessions in universities and incubators throughout the country.
He is the founder of Transforming Hub aiming to bridge the industry-academia gap in a unique way through industry problems paving the way for entrepreneurship. Iftikhar has 14 years of work experience and worked with Ufone, UBL, CodeWeek Magazine, Punjab Commission on the Status of Women, Women Development Department & Niu Media Productions.
Mahrukh Qadeer is the founder and CEO of communal workspace, Co-Wired. Qadeer started her multifaceted professional career after receiving an M.S. in Computer Science. Having 12+ years of experience working for several multi-national organizations and social gaming giants like DeNA, she developed expertise in designing mobile applications and app monetization frameworks for smart devices. Qadeer is also a visiting faculty member of a national university. She works as a consultant to a number of organizations as well as engages in a myriad of public speaking opportunities including Global Entrepreneurship Week 2016, Berlin where she was invited as a speaker and also moderated a panel discussion.
Previously, she has served as CEO at Mahir Online that connects people with local eateries. This versatile experience led her to start Co-Wired in April, 2017. The ideology of Co-Wired lies in its slogan – Create, Communicate, Collaborate. She laid down the foundation of Co-Wired on philosophy of supporting the entrepreneurial ecosystem by conducting training programs and connecting its members to resources, support networks, and mentors. This co-working space acts as starting point for entrepreneurs to lay the first brick of their idea. Currently, a number of startups, multinational offshore companies and other corporates are also utilizing Co-Wired as a workspace along with other small-scale businesses. The flexible packages complemented by state-of-the-art working facilities cater to all types of requirements. For example, Mompreneur package is designed specifically for working mothers of school going kids, looking to work in dynamic environment to maintain discipline in their workflow.
Co-Wired also led into unprecedented collaborations of businesses leading to better work opportunities. Several focused workshops and vocational trainings are conducted on topics like Growth Hacking, Website development, Videography, Design Thinking and Social Media Marketing Certification. Hosting entrepreneurship-related discussion sessions is also a regular practice at Co-Wired where various professions like healthcare, finance, music and media are discussed in the context of technology and consumer behavior.
She is a Facilitator for British Council's DICE Fellowship Program. DICE is a pilot program that takes a holistic approach to address entrenched issues of economic and social exclusion. DICE takes an 'ecosystem' approach to nurture economic inclusion, with a focus on women and girls, young people, disabled people and other often excluded groups. DICE is delivered by an interdisciplinary and inspired group of colleagues and change-makers in Pakistan, Brazil, Egypt, Indonesia, South Africa and UK.
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