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Spotify Has Larger Plans For Pakistan

For a good time now, Pakistan's musical scenario has been pirated from local streaming agencies including Telenor Music, Patari, etc. To sum up, Pakistan has been lacking an adequate music infrastructure for years.

Due to the pandemic situation and the closure of many studios, however, piracy has decreased a little and forcing local musicians and artists, rather than their passion for musical development, to live on jobs or small gigs.

Technology thus becomes their salvation and gives artists more space for imagination and for social media to meet their fans. The pandemic situation therefore also causes problems because concerts and public music are no longer feasible.

With all these difficulties ongoing, a leading player has entered the industry finally named "Spotify," a service many wait for. To date, Spotify promises not only to pay artists but also to lead them to a broad global public and thus totally change the game.

Instep and Cladius Boller, managing director of the Middle East and Africa (MEA) and overseer of the Pakistani Spotify market, became aware of their plans on the Pakistani market. Cladius has had a vast digital knowledge of the company itself and has spent many years at the Universal Music Group, which says Pakistan's music scene is big as regards Spotify.

He asked if Spotify will help artists who are less successful in Pakistan like other regions. The following had been answered by Boller:

"Really good. However, let me illustrate how it works for us and the artists normally. Everybody receives fair treatment. Thus we want to represent the artists and to help them through different resources when we start on a new market, in particular Pakistan. Spotify enables musicians – like Pakistani people – to include their publications in playlists worldwide. There is a big gap in the global audience.

The second thing is that we run masterclasses for artists. We did one for Pakistan, where we invite musicians, managers, labels and songwriters not only to learn about Spotify but also to really understand how they can protect their rights, work the ecosystem and make money. It also contains practical knowledge on how they can promote their music and collaborate.

Another argument is to consider our radar network, an emerging artist program we run in many markets. I don't know whether Hozier was on the radar; we are looking at artists who are doing really well in a relatively short period of time. I don't personally decide to help the artist. We need to hear the artist, appreciate his/her music and see how the ecosystem of Spotify works, so our editorial team will recognize that this song performs very well in a few hours, perhaps considering this Artist and giving an even greater push to a global audience from Pakistan.

It's all for other artists and if someone does good in Pakistan virally, he will actually fly into the global viral charts if he's quickly successful in the ecosystem of Spotify."

In short, Boller aims to help musicians financially in Pakistan, whether they be small or large names, as well as to speed them up and create major improvements to the Pakistani music industry, which ensures that artists can no longer be dependent on paying concerts or branded shows.
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