Daily Times

We have a rich musical history dating back 5,000 years. From the great Indus civilisation that flourished in art, music and dance to the 16th century musician Mian Tansen, from the Sufi mystics to the western influences of today, a distinctive Pakistani sound has emerged that is a big part of our identity.

It is no secret that our music industry floundered in the early 2000s, gasping its last breaths when ‘Coke Studio’ was launched in Pakistan in 2008. ‘Coke Studio’ took on the gargantuan task of reviving and reinvigorating local music by creating a fusion of the old and the modern, allowing the new sound to connect with audiences both mature and young.

In the first season, with a very different look from the ‘Coke Studio’ of today, musicians and artists embarked on an experiment and were bent on creating something totally new with an idea to jump start the appreciation of both our musical heritage as well as our prospective musical future. The show, now completing a decade of creating outstanding music this August, and has so far achieved many milestones in these 10 years.

‘Coke Studio’ not only managed to create a whole new genre of music, distinctive from any other music produced in Pakistan, it engaged audiences on a much wider level than could have been imagined. ‘Coke Studio’ Pakistan is heard and enjoyed in over 150 countries worldwide and through its music the show has managed to present a much softer image of Pakistan in the world.

Another achievement of the show has been how it’s successfully exposed us to music from various regions, languages as well as genres, music that we might not have necessarily been exposed, if not for ‘Coke Studio’. While a constant debate rages whenever there is a rendition of a classic, it’s hard to debate that a large percentage of the millennial generation would never have discovered the classics, if not for ‘Coke Studio’. It prompts you to enjoy their versions, but also catalyses a journey of self-discovery. Stars like Arif Lohar, Mai Dhai, Saeen Zahoor and Akhtar Chanal Zahri, well established in their niche markets became popular in the mainstream through this platform.

Bringing together rising stars and established names to engage and enthral audiences has been Coke Studio’s triumph. The collaboration of Pakistan’s veterans with the budding talent created many memorable gems like “Afreen afreen” by Rahat Fateh Ali Khan and Momina Mustehesan, “Aaqa” by Abida Parveen and Ali Sethi and “Jugni” by Arif Lohar and Meesha Shafi that we will cherish for many years to come.

Pakistan has produced some of the biggest names in the music industry in its seven decades of existence. These artists like the exceptional Nusrat Fateh Ali Khan, Madam Noor Jahan, Mehdi Hasan and many more, not only had a huge impact on local music, but also made waves across the globe with their mastery and talent. This year’s Coke Studio will be paying tributes to seven of these musical icons of Pakistani music. These icons are a huge part of our history and helped shaped our industry and our culture today. Coke Studio’s Episode 1 featured a tribute to Mehdi Hasan, with Ali Sethi doing a rendition of Ranjishhi Sahi. Episode 2, airing today (Saturday) will feature Ali Zafar paying a tribute to Master Inayat in his performance of the famous song “Jaan-e-Bahaaraan”.

The biggest accomplishment for the vanguard show has been that it has awakened the music industry of Pakistan, with many other similar shows now providing platforms for the immense talent pool in the country. Artists, musicians and music producers, who have not been directly part of ‘Coke Studio’, have become motivated to perform and start making music again.

Omran Shafique, part of ‘Coke Studio’ house band for the past 10 years shares, “Considering it had become difficult for us to have access to new music, this has been one place for the past 10 years where you’ve heard new talent, and old talent, and all sorts of people in between. I’ve always thought that if ‘Coke Studio’ encourages other musicians and other brands to come forward and invest in music, then it’s great. It’s good for musicians, it’s good for Pakistanis, it’s good for the world, and good for everybody involved. If an appearance on ‘Coke Studio’ encourages an artist to keep going and becoming better and doing more things, then that is the best thing a show can do. As far as more competition is concerned, the more shows there are, the more we’re forced to do our best.”

Published in Daily Times, August 19^th 2017.