Pepsi, in Pakistan, is set to launch a new music venture in hopes of promoting fresh artists and newly formed Pakistani bands.
Coke Studio has been a phenomenal success; it has played a humungous role in introducing a new generation of Pakistani artists to South Asia and to the world
Coke studio’s anniversary is fast approaching and where Coke is re-tuning all of its instruments for a special anniversary episode, Pepsi is also working on its way to re-enter the music industry. Pepsi has had two musical programs before, Pepsi Smash and Battle of bands. This program is, however, being conducted with the help of Patari which is a recently established music portal. Patari will be responsible for providing fresh talent to the Pepsi.
Read more: Watch Kashmiris play Pakistan’s national anthem on the Santoor and Rabab
Pepsi’s upcoming music program aims at providing the young generation with a platform where they can showcase their talents. It will be headed by some of the top names of the media industry and it is also expected that Fawad Khan, a celebrated actor, will step into music once again. Unfortunately, Khan’s management team has still not confirmed if the artist really will be part of the program or not.
Fawad Khan initially made his way into the entertainment sector because of “Entity Paradigm – EP”, the famous rock music band who claimed its fame by participating in a season of Pepsi’s “battle of bands”. “Waqt” and “Aghosh” are two of the most popular songs EP has sung.
Read more: Why boundaries in music exist between India & Pakistan?
The music venture will prove as a “home-coming” for Fawad Khan if he participates because even after he made his place in the TV-media industry, he still played in one of the Coke studio’s season. Khan was also greatly applauded because of his voice when he sang Amitabh’s “Dilbar Meray” on Kon Banega Crorepati.
Read more: Pakistani music icon dies in fatal air crash
Over the past several years, the only two prominent singers who have made it to the top are Ali Zafar and Atif Aslam. New artists like Uzair Jaswal and Asim Azhar are being termed as the “Justin Bieber’s” of Pakistan. They do have a catchy voice but what they lack is a fan following.
Coke Studio has been a phenomenal success; it has played a humungous role in introducing a new generation of Pakistani artists to South Asia and to the world – its a big name in India. It is now being hoped that through this project undertaken by Pepsi, the music industry of Pakistan will undergo another wave of revival and newer, better singers will emerge.