'Only songs with comical, obscene elements go viral’

Jawad Ahmad on why releasing music via digital platforms bears little fruit

LAHORE: From singing in the lobbies and cafeterias of UET Lahore to breaking into the mainstream music industry with albums that sold like hot cakes, Jawad Ahmad did it all at a time when delivering hits was not something out of the ordinary. Although not the finest of vocal talents, Ahmad’s raw tone and his ability to come up with catchy tunes helped him carve an identity as a genuine artist-activist.

Like most veterans from his generation, the Tamgha-e-Imtiaz recipient has of late not been releasing music with the same enthusiasm that he was once known for. In the past three years he has put out only three tracks, the latest being Ye Jo Aitebar Aaya Hai, an OST for an upcoming drama serial that explores the lives of law-enforcement officials who put their lives on the line for their job and are grossly underpaid and underappreciated. The Sahir Ali Bagga composition has been penned by Imran Raza.

Talking to The Express Tribune, Ahmad explained why in the absence of other platforms, even the digital front does not work for him. “On the internet, only songs with comical, obscene elements go viral,” he said, adding, “No serious or heartfelt effort receives widespread attention.” Ahmad cited viral hits such as Waderai Ka Beta, Aalu Anday and Eye to Eye to support his argument. Hailing from the cassette and TV generation of artists, Ahmad said this is the reason why accomplished veterans of the industry are releasing music no more.



The Allah Ve Sohniya hit-maker said to propel the industry forward, the producers, record labels and TV channels have to work in tandem. And it doesn’t end there. “When they are integrated, the industry flourishes. Over here, airtime on channels is too expensive,” he said, adding that this leaves no point in injecting hefty sums in music videos. “The internet does not do justice to music videos.”

His thoughts might make us believe that Ahmad’s singing career is more or less on the backburner, it is not really the case in real. He has been doing shows all year round and uses collections from there to power his NGO, International Youth and Workers Movement. “I established my name in 2000 and almost two decades later, I still get shows because my contemporaries and I stepped into the industry during a great time. PTV was the only channel then and everyone used to watch it so our music still attracts people from all age groups and classes,” he maintained. By “our” he refers to the likes of Shehzad Roy, Hadiqa Kiani, Fariha Pervez and Faakhir.

His recent releases Sun Lo Keh Hum Mazdoor Hain, Hum Dekhain Gay, Bhoola Kya Karay have all focused on social injustices. “Music is a great medium that has yet to be fully utilised in bringing people together,” he added.

Ahmad feels the recent ban on Indian content might give some respite to the local music industry. “One of the prime reasons for the decline was that our TV channels stopped airing our music and had instead taken up Indian content,” he said. 

Published in The Express Tribune, October 21^st, 2016.

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