Karachi: As International Youth Day and World Hip-Hop Day are celebrated this August, Spotify is highlighting the influence of Pakistan's Gen-Z on music discovery and consumption. Young Pakistanis, equipped with smartphones and earbuds, are not only listening to music but are also forming communities, reviving genres, and impacting global trends on Spotify.

Spotify's data reveals that Gen-Z in Pakistan prefers streaming music between 10 p.m. and midnight, with mobile devices being the primary platform. Playlist creation has surged by 45% this year, featuring tracks like "Jhol" by Annural Khalid and Maanu, "Bikhra" by Abdul Hannan and Rovalio, and "Wishes" by Hasan Raheem, Umair, and Talwiinder.

In the hip-hop genre, Pakistan's youth are emerging as trendsetters. Local hip-hop streams on Spotify have increased by over 245% since 2022. Talha Anjum's tracks, "Departure Lane" and "Heartbreak Kid" with Umair, have seen substantial growth, with increases of 2,700% and 500%, respectively, since their 2024 release. Other rising artists like JJ47, Jokhay, and JANI are gaining popularity, with Umair showing a remarkable 1,200% growth in streams since 2022.

Rutaba Yaqub, Spotify's Artist and Label Partnerships Manager for Pakistan and UAE, noted, "The appetite for new sounds that Gen-Z has, whether it's Desi Pop or the raw energy of Hip-Hop, reflects the generation of music enthusiasts that is bold, expressive, and unafraid to experiment."

Leading local artists among Gen-Z listeners include Talha Anjum, Umair, Atif Aslam, Hasan Raheem, and Bayaan. Albums such as "Safar" by Bayaan, "My Terrible Mind" by Talha Anjum, and "ROCKSTAR WITHOUT A GUITAR" by Umair have become cultural touchpoints.

As Spotify continues to promote local talent, these developments underscore the passion and connection of Pakistan's youth through music that transcends borders while staying rooted in their cultural narratives.