How has Pakistan’s music landscape transformed in recent years? The dramatic shift is perhaps best illustrated by streaming statistics that reveal hip-hop’s meteoric rise, with Spotify reporting a 245% surge in streams since 2022. This musical revolution has catapulted artists like Talha Anjum to unprecedented heights, with tracks such as “Departure Lane” experiencing a staggering 2,700% increase in streams since the beginning of 2024.
The traditional dominance of pop legends appears to be waning as Gen-Z gravitates toward emerging hip-hop talents including JJ47, Jokhay, JANI, and Umair, whose streams have grown by an impressive 1,200% since 2022. This shift reflects more than changing tastes; it represents a fundamental transformation in how music is consumed, created, and shared across Pakistan’s youth culture, particularly during late-night hours between 10 pm and midnight when engagement peaks.
What makes this trend particularly fascinating is that while embracing contemporary sounds, Gen-Z simultaneously demonstrates a growing appreciation for Pakistan’s musical heritage. Artists like Mehdi Hassan and Noor Jehan have seen stream increases of 142% and 66% respectively, with nearly half of their listeners belonging to the Gen-Z demographic. This suggests not abandonment but expansion of musical horizons. Spotify’s launch in Pakistan on February 23, 2021 marked a pivotal moment that helped address longstanding piracy issues while providing both free access and subscription options tailored to local needs.
The evolving landscape is characterized by genre-blending experimentation, with young artists fearlessly mixing pop with R&B, EDM with Punjabi folk, and hip-hop beats with traditional ghazals. Young artists like Hasan Raheem have gained popularity with their smooth vocals and dreamy fusion sounds that particularly resonate with Gen-Z listeners. Unlike the love-focused themes that dominated the 2000s, today’s music often explores broader themes with bolder soundscapes.
Streaming platforms have become catalysts for these trends, with mobile phones serving as the primary listening device. Gen-Z’s approach to music consumption is distinctly active rather than passive, evidenced by a 45% increase in playlist creation. These savvy listeners are also engaging with artists through pre-save campaigns that build anticipation for new releases while helping artists gather valuable audience data. Forward-thinking Pakistani musicians are increasingly exploring sync deals as an additional revenue stream, placing their music in local TV shows and emerging digital content.
As Pakistan’s music scene continues to evolve, it’s clear that Gen-Z isn’t simply abandoning the old for the new, but rather creating a rich tapestry that honors tradition while embracing innovation.
