Music generates strong emotions and can evoke fierce patriotism. Especially in times when one may feel disillusioned with their nation, the presence of music is simply vital.

In recent years, Pakistani music has received significant worldwide traction but is particularly cherished within its own country. With dozens of new artists rising, such as Hassan and Roshaan, Ali Sethi, and Hassan Raheem, Pakistani pop music has been elevated to another level, captivating the ears of millions of Gen Z listeners. By creating catchy and diverse tunes using a range of compelling vocals and a fusion of viral genres, this new wave of artists has established loyal fanbases, uniting youngsters across the subcontinent. This unprecedented rise has allowed Pakistanis to reignite an old burning adoration and thrill for music, once feared forgotten, all while combining modern influences. Gen Z can now admire and remain anchored to their rich musical heritage in an era where local culture is often underappreciated and undervalued, despite Western music taking precedence thanks to the digital age, where millions of songs can be accessed on a whim.

Up-and-coming artists such as Natasha Noorani have attributed their success to a post-COVID world, where local audiences seem more willing to immerse themselves in music spanning a mix of genres. Rising stars are allowed to showcase their creative blend of tradition and cultural exchange through multiple musical platforms such as Spotify and Coke Studio. These platforms have the ability to change people’s music choices and allow youth to connect with their inner talents.