Pakistani music has experienced a marked rise in international recognition in recent years, spanning genres such as qawwali, pop, hip-hop, ghazal, and bhangra. This development has been closely linked with the expansion of global streaming platforms and increasing cross-border audience engagement.
One of the most notable indicators of this trend is the global reach of Pakistani music consumption. According to recently cited figures, approximately 89% of listeners of Pakistani Punjabi pop and qawwali are based outside Pakistan. Similar patterns are observed across other genres, reflecting a broad international audience base.
The song “Pasoori”, performed by Ali Sethi and Shae Gill, emerged as a significant milestone in this expansion. It reached the top three of Spotify’s Global Viral 50 chart, highlighting the growing visibility of Pakistani music on international streaming platforms. Over the past five years, Spotify data indicates a 620% increase in the export of Pakistani music, underscoring the rapid global circulation of content originating from the country.
International Audience Distribution by Genre
| Genre | Share of Listeners Outside Pakistan |
|---|---|
| Punjabi pop & qawwali | 89% |
| Punjabi hip-hop | 88% |
| Desi pop | 87% |
| Ghazal & bhangra | 84% |
The trajectory of Pakistani music also builds upon earlier contributions from prominent artists. In the 1980s, Nazia Hassan’s album “Disco Deewane” achieved commercial success across 14 countries, including several in Asia. During the 1990s, Nusrat Fateh Ali Khan collaborated with internationally recognised musicians such as Peter Gabriel and Eddie Vedder, contributing significantly to the global recognition of qawwali.
In the contemporary period, digital distribution has significantly accelerated this global reach. Arooj Aftab, a Grammy Award-winning artist, has further contributed to Pakistan’s presence on international stages through her performances and recordings.
Ali Sethi has played a notable role in modernising ghazal for younger audiences, blending classical Hindustani music traditions with contemporary Western influences. His performances at prestigious venues such as Harvard University and Carnegie Hall reflect the genre’s evolving global appeal.
Shae Gill, who began her career in 2019 through social media platforms, gained widespread recognition following the success of “Pasoori”. Her trajectory illustrates the increasing role of digital platforms in enabling new artists to reach global audiences without traditional industry pathways.
According to Spotify executive Rutaba Yaqub, the diversity of Pakistani music contributes significantly to its international acceptance. She highlighted that the genre’s variety and fusion of styles have helped it reach a broad audience base.
Collaborations and performances have also contributed to this visibility. These include “Tu Hai Kahan” by AUR featuring Zayn Malik, as well as Ali Sethi’s performance at the Coachella Valley Music and Arts Festival, both of which have been cited as indicators of Pakistan’s growing presence in global music circuits.
Overall, streaming data and international collaborations indicate that Pakistani music continues to expand its reach across global platforms, with sustained engagement from audiences beyond its national borders.