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Spotify, the global music platform that has transformed the way music is consumed worldwide, has launched its “ICON” program, aiming to connect younger audiences in Pakistan with legendary artists like Nusrat Fateh Ali Khan, Abida Parveen, and Nazia Hassan.
Through this initiative, Spotify seeks to bridge generational gaps by offering timeless music to a new digital-savvy audience.
The nostalgia-driven program serves multiple purposes, including preserving and celebrating cultural and musical heritage. It will introduce iconic music from the 1950s to the 2000s to modern listeners through curated playlists, in-app promotions, and offline events.
The program was officially launched on Saturday, Sept. 21, at a star-studded event at TDF Ghar in Karachi, where music from Nusrat Fateh Ali Khan, the first artist featured, was played.
“The ICON program is a tribute to legacy artists,” said Khan FM, Spotify’s Senior Manager of Artist and Label Partnerships for Pakistan, Bangladesh, and Sri Lanka.
He underlined that artists like Mehdi Hassan, a legendary ghazal singer, have experienced a remarkable 144% increase in digital streams year over year, demonstrating the growing interest in these timeless musicians.
