Sabri sisters honoured on Times Square billboard in New York
The Sabri Sisters, a duo carrying forward one of Pakistan's most recognised qawwali legacies, have become the latest Pakistani artists to be featured on Spotify's digital billboard in New York's Times Square.
Sanam and Anamta Sabri were showcased on the billboard on 17 June as part of Spotify's EQUAL programme, which highlights women musicians from around the world. Their appearance places them among a growing number of Pakistani female artists who have gained international visibility through the initiative.
The sisters come from a family synonymous with South Asian qawwali. They are the nieces of the late qawwal Amjad Sabri and descendants of the legendary Sabri Brothers, whose influence helped shape the genre across the region.
While qawwali has traditionally been dominated by male performers, the Sabri Sisters have emerged as one of the few female acts working within the genre's modern landscape. Their music combines elements of Sufi poetry and devotional traditions with contemporary production styles, attracting listeners beyond conventional qawwali audiences.
The duo first gained widespread attention in 2017 when they released a Persian-Punjabi manqabat in memory of their uncle, a year after his death. Since then, they have collaborated with mainstream artists and contributed to television soundtracks, including the popular song Meri Zindagi Hai Tu with Asim Azhar.
According to Spotify data, Meri Zindagi Hai Tu remained on Pakistan's Top 50 chart for more than 30 weeks and became the duo's most-streamed track. The platform also reports that the sisters have attracted listeners beyond Pakistan, with audiences in the United States, the United Kingdom and Bangladesh among their largest overseas markets.
Their growing popularity appears to reflect a broader shift in listening habits. While qawwali and Sufi music have often been associated with older generations, Spotify says nearly half of the duo's listeners fall within the 18-to-24 age bracket, suggesting that younger audiences are increasingly engaging with the genre.
Speaking about the recognition, the Sabri Sisters said being selected for the programme felt particularly meaningful because several prominent Pakistani musicians had represented the country before them.
The duo's Times Square appearance comes at a time when Pakistani music is finding new audiences through streaming platforms, helping artists rooted in traditional genres connect with listeners far beyond South Asia.
For those unaware, the Sabri Sisters (Anamta and Saman Sabri) are a rising Pakistani musical duo; they are the nieces of the legendary late Qawwal Amjad Sabri.
They have gained massive popularity for bridging traditional Sufi sounds with modern mainstream music, featuring on popular platforms like Coke Studio.
Sabri Sisters recently rose to prominence with their iconic rendition, Meri Zindagi Hai Tu, a unique musical collaboration with Asim Azhar.
Meri Zindagi Hai Tu is a superhit Original Song Track for the hit Pakistani drama series of the same name, which stars actors Hania Aamir and Bilal Abbas Khan.
They are also widely recognised for their Coke Studio 15 track Maghron La, alongside Rozeo, released in 2024.
The epic duo collaborated with major artists, including Farhan Saeed and Atif Aslam.
This update came after Sabri Sisters announced their collaboration with Spotify as ambassadors for EQUAL Pakistan on Instagram.
In the clip, uploaded on their social media account, the two said, "A platform like EQUAL Pakistan from Spotify is important as it gives recognition to Pakistani artists on a global scale."
"There was always a wish to be part of this prestigious list of musicians who have been selected as EQUAL Ambassadors in the past, and now it feels so surreal and exciting, especially knowing that legends like Abida Parveen and Sanam Marvi have represented Pakistan as well," they continued.
On a professional front, the Sabri Sisters are currently embarking on their debut UK Tour in the summer of 2026, featuring a blend of traditional Qawwali and modern melodies.
They will kick off their upcoming musical tour, which is produced by Qawwali World, on July 31st, at Royal Birmingham Conservatoire.
However, the tour will conclude on Sunday, August 2nd, at The Lowry, Manchester.
Sabri Sisters also performed at New York City's Le Poisson Rouge on October 18th, 2026.
The Sabri Sisters belong to the Sabri Gharana, the same lineage that produced the legendary Sabri Brothers Haji Ghulam Farid Sabri and Maqbool Ahmed Sabri, who were among the most iconic qawwals of all time. The Sabri Sisters are known for their dedication to classical Sufi qawwali, staying true to the deep spiritual and devotional essence of the genre.