As the world marked International Youth Day and World Hip-Hop Day this August, Spotify has released new insights into how Gen-Z in Pakistan is transforming music discovery and consumption. With their phones in hand and earbuds plugged in, young listeners are doing far more than streaming—they are shaping communities, reviving genres, influencing global listening patterns, and driving cultural movements on the world’s leading audio platform.
Spotify data shows that Pakistan’s Gen-Z has become one of the most engaged demographics, tuning in primarily between 10pm and midnight, and overwhelmingly relying on mobile as their device of choice. What sets them apart is not just passive listening but active involvement in shaping trends. Playlist creation by Gen-Z users in Pakistan has surged 45% this year, featuring emerging and established voices such as “Jhol” by Annural Khalid and Maanu, “Bikhra” by Abdul Hannan and Rovalio, and “Wishes” by Hasan Raheem, Umair, and Talwiinder. The rise in curated playlists illustrates how young Pakistanis are curating cultural touchpoints that reflect both personal taste and collective identity, cementing their influence within the country’s music ecosystem.
One of the most striking transformations is taking place within Pakistan’s hip-hop scene. Local hip-hop streams have skyrocketed by more than 245% since 2022, reflecting both the appetite for raw, authentic sounds and the growing visibility of homegrown artists. At the forefront is Talha Anjum, whose tracks “Departure Lane” and “Heartbreak Kid” with Umair have achieved unprecedented growth since their release in 2024, with streaming surges of 2,700% and 500% respectively. Alongside him, names like JJ47, Jokhay, and JANI are finding a solid footing with Gen-Z audiences, while Umair himself has emerged as a breakout star with an impressive 1,200% growth in streams over the past two years. Spotify noted that this surge demonstrates how Pakistani youth are not merely following trends but setting them, pushing local sounds onto international playlists and stages.
According to Rutaba Yaqub, Artist & Label Partnerships Manager at Spotify for Pakistan and UAE, this shift represents more than just changing preferences. “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,” she said. She emphasized that Gen-Z is not only streaming but actively curating and building communities on Spotify, amplifying local voices and setting the direction of Pakistan’s music culture. This generation’s embrace of both nostalgia and innovation is shaping a vibrant soundscape where tradition and experimentation intersect.
The top voices emerging from Gen-Z’s streaming behavior highlight a blend of established icons and new talent. Talha Anjum, Umair, Atif Aslam, Hasan Raheem, and Bayaan currently dominate the charts, while albums such as “Safar” by Bayaan, “My Terrible Mind” by Talha Anjum, and “ROCKSTAR WITHOUT A GUITAR” by Umair have become cultural markers for young audiences. For Pakistani youth, streaming is no longer just about music consumption but also about cultural expression, identity building, and global connection. Spotify’s focus on elevating local talent has not only given emerging artists a global stage but also enabled Gen-Z to play a central role in redefining how music is created, shared, and celebrated across Pakistan.
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