EMI records: Music sounds better with you

EMI Pakistan returns after a 16-year hiatus, aiming to introduce talented musicians.

KARACHI:

With unorthodox and quality music like Usman Riaz’s “Flashes and Sparks”, EMI records has made a comeback after a 16-year hiatus. The question remains whether or not it’ll be able to combat music piracy rampant in the country.

Formed as HMV Pakistan in 1948, and incorporated under its current name, on January 1 1956,  the company has produced some of the greatest names in music including Noor Jehan, Mehdi Hassan, Nusrat Fateh Ali Khan, Ghulam Ali, Iqbal Bano, Fareeda Khanum etc, who are still associated with it; EMI has an archive of over 6000 hours of music.

In an exclusive interview with The Express Tribune, Zeeshan Chaudhry general manager marketing, sales and strategy EMI Pakistan spoke candidly on how they planned to handle things this time around.

“We are proud of giving Pakistan the best music to-date. From super hit melodies of  Pakistani cinema’s ‘heyday’ to the pioneers of pop like Nazi and Zohaib Hassan, Alamgir, Vital Signs and Awaz, we have returned with the same motive “ said  Chaudhry.  It was the early 90’s that saw the downfall of Pakistan’s largest record label, it was then that EMI decided to pack-up.” The rise of piracy in Pakistan, hit the industry like wild fire, given that we were the only company that gave artists royalties, we had no choice but to shut down” Chaudhry maintained.

However, piracy is still the leading dilemma that artists face not only in Pakistan but the world over; and with places like ‘rainbow center’ and numerous websites, a song can go ‘viral’ on the internet even before its release. How do they plan to circumvent that? “EMI is well aware of the level of piracy, but, since 2005, the intellectual property organization of Pakistan (IPO) has begun serious efforts in trying to provide intellectual property protection; encouraged by this EMI Pakistan Ltd is planning to begin selling its music at Pakistani retail outlets” said Chaudhry.

Speaking of the role of record labels in Pakistan and how the release of low quality music has taken the industry downhill, Zeeshan refused to say much as he was of the opinion that: “A record label is not just a releasing company, it has to be larger than that — world over it is the (record) label’s responsibility to bring new talent to the forefront and provide the artists with the right platform — that is how EMI operates” Zeeshan told The Express Tribune.

Using Usman Riaz’s album as an example, he said: “’Flashes and Sparks’ is not a commercial album, but, because we found him so talented we gave him the platform required and now, it’s our responsibility to ensure he performs for the right audience. All in all EMI has taken notice of the changing technology and has various mediums of release in mind; they believe that original sound can only be heard on an original CD.”

“The company has strict rules of copyright even though they are not taken seriously in the country; we were the first label to introduce a legitimate product on CD’s and the only surviving IFPI (International Federation of the Phonographic Industry) member. Keeping up with new business trends and changing formats, the company has been extensively, servicing digital platforms and distribution channels on a global and domestic level”. said Chaudhry.

At the end of the day EMI sounds like a ray of hope for musicians who have forgotten what records sales used to be and whether live music existed. Only time can tell whether it will survive piracy this time around.

Tricky situation

The Express Tribune spoke to those involved in the music industry inquiring whether EMI Pakistan would bring a positive change in the piracy-ridden market. Here’s what they had to say:

Arieb Azhar: Absolutely. They have an ear for promoting real musicians as opposed to only commercial artists. This is the only company that pays royalty to musicians.

Zeeshan Parwez : In 2006, when we (Sajid and Zeeshan) tried to release our first album, EMI was suppose to distribute the product. Unfortunately, it was not available at major localities of the country. Their distribution skills are poor — only time will tell whether they will be able to survive.”

Gumby: There has been no successful marriage between musicians and record labels. Record labels are there to do business.

Omran Shafique: It’s hard to gauge how they will make a change. When they were here previously, the environment was very controlled there was no internet piracy. I think now in order to make it feasible venture they need to get in touch with the government agencies to protect the copyrights. It will definitely be a good thing for artists. It will give the artists an opportunity to form a unified front.

Published in The Express Tribune, March 16^th, 2011.