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Spotify’s RADAR Program Marks a Year of Musical Triumph in Pakistan, Showcasing Local Talent Globally

The RADAR program doesn't just showcase music; it offers a glimpse into the lives of emerging artists.

Spotify’s RADAR program has emerged as a transformative force for creators, offering them a global platform to expand their careers and connect with new and existing fans through tailor-made social content, marketing initiatives, and editorial opportunities. Over the past year, the RADAR program in Pakistan has been instrumental in propelling talented artists to new heights, not only in terms of listeners but also in exposure and recognition.

In its inaugural year in Pakistan, RADAR introduced four featured artists, one for each quarter, with Hasan Raheem, Taha G, Maanu, and Hassan & Roshaan taking the spotlight as flag-bearers for the program. Their music is now conveniently accessible for listeners in the ‘RADAR Pakistan 1 Year Anniversary’ destination on Spotify.

A significant development in the RADAR program is its revamped look, making its presence felt on a global scale. The new visual identity, characterized by distinctive paper cutouts, aims to enhance storytelling on the platform, with a special emphasis on featuring prominently in RADAR playlists, billboards, platform marketing, and social content.

The RADAR program doesn’t just showcase music; it offers a glimpse into the lives of emerging artists. Through engaging videos, listeners can explore who the stars of tomorrow are, what inspires them, and what keeps them going, providing a unique and intimate connection between artists and their audience.

Over the past year, the RADAR Pakistan playlist has achieved remarkable success, garnering streams from listeners in 74 different countries. Notably, a substantial 91% of these streams originate from Pakistan, underscoring the passionate support and enthusiasm for local music. The remaining top contributors to this global listenership include India, the USA, Canada, and the UK. The playlist has also witnessed a remarkable increase in followers, growing by an average of 33% each month, signifying its rapid expansion and influential role in promoting local artists globally.

An intriguing aspect of the RADAR Pakistan listenership is its demographic composition, with 43% falling within the age group of 18-24 years. This statistic highlights the program’s profound appeal to a vibrant and youthful audience, emphasizing its role in shaping the musical preferences of the next generation.

Khan FM, the artists and label partnership manager for Pakistan, Sri Lanka, and Bangladesh, expressed pride in Spotify Pakistan’s achievements, stating, “We are proud as Spotify Pakistan to launch the first-ever RADAR Festival from around the world, it’s monumental in so many ways. Since launching RADAR Pakistan, we’ve showcased Pakistani artists in iconic OOH locations around the world, introduced emerging talents globally, and now hosted the first RADAR Festival on home ground.”

He emphasized that the success of RADAR Pakistan extends beyond engaging artists to involve the wider creator community, including filmmakers, photographers, event organizers, and more. The program has become a catalyst for collaboration and creativity, fostering a supportive ecosystem for artistic expression.

In 2023, the RADAR Pakistan playlist featured the most-played artists, including Hasan Raheem, Taha G, Maanu, Abdul Hannan, and Hassan & Roshaan. Similarly, the most-played tracks for the same year included hits like Maanu’s “4U,” Hassan & Roshaan’s “Bandhan” and “Sukoon,” Hasan Raheem’s “Joona,” Taha G’s “Dil Kay Isharay,” and many more, continuing to captivate audiences worldwide.

As part of the celebrations marking the program’s one-year milestone, Spotify hosted the first-ever RADAR Fest globally at the LUMS Campus in Lahore. The event featured electrifying performances by all four RADAR artists: Hasan Raheem, Taha G, Maanu, and Hassan & Roshaan. The night was a celebration of music and discovery, showcasing Spotify’s commitment to championing the bright future of Pakistani music and its continued role as a driving force in the global music landscape.

The views expressed in this article are the author’s own and do not necessarily reflect Coverpage’s editorial stance

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