Karachi: Spotify is gearing up to launch Spotify ICON Pakistan, a nostalgia-driven music program that shines a spotlight on legendary Pakistani artists who have shaped the country’s music scene for decades. This innovative and first-of-its-kind initiative is designed to connect these iconic musicians with a new generation of young listeners—an audience that is mobile-first and already enjoying tracks from the past. Through a blend of curated playlists, on-platform promotion, and offline activations Spotify ICON Pakistan bridges the gap between past and present, allowing younger audiences to discover and rediscover the timeless music that has been instrumental in shaping Pakistan’s cultural heritage. “From October, Spotify ICON Pakistan will reintroduce & pay tribute to iconic artists from eras spanning the 1950s to the 2000s — legends like Noor Jehan, Nusrat Fateh Ali Khan Saheb, Abida Parveen, and Vital Signs among others — who have experienced a resurgence in popularity among younger listeners,” said Khan FM, Spotify’s Senior Artist & Label Partnerships Manager for Pakistan, Bangladesh, and Sri Lanka. “With almost 400,000 new discoveries in 2024 alone, it’s clear that classic hits are striking a chord with today’s generation. This blend of nostalgia and discovery showcases the enduring influence of these legendary artists on modern audiences, proving that great music truly transcends time,” he added further. Our Correspondent
