Ali Zafar's 'Roshni' inspires creative boom

Latest album fuels digital art surge across social media platforms

KARACHI:

A digital wave of creativity has emerged following singer Ali Zafar's latest album 'Roshni', as hundreds of content creators take part in an online video contest inspired by its music.

The contest, announced weeks after the album's release, invited participants to create visual content based on tracks from 'Roshni'. Winners were initially promised cash prizes of Rs250,000, Rs75,000 and Rs50,000.

Since then, social media platforms have seen an influx of entries, many featuring AI-generated visuals and experimental storytelling, reflecting diverse interpretations of the album's themes.

Speaking to The Express Tribune, Zafar said the project was intended to inspire positivity and artistic expression. "The idea behind 'Roshni' was to spread light, and seeing it spark such incredible creativity among fans truly leaves me in awe," he said.

In response to the growing number of submissions, organisers introduced an additional category the 'Public Choice Award' allowing audiences to vote for their favourite entry. There is also increasing anticipation around a possible awards ceremony hosted by Lightingale Records.

The Lightingale Records platform is aimed at supporting emerging talent. The event is expected to bring finalists together, where Zafar may personally present the awards.

Ali Zafar remains one of Pakistan's most recognizable crossover stars. He built early fame through music before successfully entering films. In Bollywood, he appeared in projects such as 'Tere Bin Laden', 'Mere Brother Ki Dulhan', 'London Paris New York', 'Chashme Baddoor', and 'Dear Zindagi'. In Pakistan, his comeback film 'Teefa in Trouble' became a commercial success and helped revive local box office excitement.

Ali Zafar's latest initiative highlights the evolving relationship between music and digital creativity, with 'Roshni' acting as a catalyst for cross-border artistic collaboration.