Pakistani music has achieved notable international recognition in recent years, with genres ranging from qawwali and classical fusion to pop and hip-hop gaining substantial global audiences. The success of tracks such as Pasoori by Ali Sethi and Shae Gill, along with the Grammy win of Arooj Aftab, has highlighted the growing visibility of Pakistani artists on the global music stage.
According to recent streaming data, the international popularity of Pakistani music has risen sharply over the past five years across major digital platforms. A significant proportion of listeners of Pakistani music are now based outside Pakistan, indicating a strong global demand for its diverse musical forms.
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Global impact of Pasoori
The song Pasoori, performed by Ali Sethi and Shae Gill, marked a key moment in this expansion. It reached the top three positions on Spotify’s Global Viral 50 chart, drawing widespread international attention. Spotify data indicates that streams of Pakistani music have increased by approximately 620 per cent over the past five years, reflecting rapid growth in global consumption.
Continuity of musical legacy
The international reach of Pakistani music is not a recent phenomenon. In the 1990s, the late Nusrat Fateh Ali Khan collaborated with internationally recognised artists including Peter Gabriel and Eddie Vedder, introducing qawwali to wider Western audiences. In the 1980s, Nazia Hassan’s album Disco Deewane achieved success across 14 countries, establishing one of the earliest examples of South Asian pop music gaining international commercial traction.
In the present era, digital streaming platforms have significantly accelerated this global reach. Artists such as Arooj Aftab, who has received a Grammy Award, continue to represent Pakistan on prominent international stages.
Audience distribution by genre
Data reported by The Express Tribune highlights the extent of international listenership across multiple Pakistani music genres. In several cases, the majority of listeners are based outside the country.
| Genre | Share of listeners outside Pakistan |
|---|---|
| Punjabi pop & qawwali | 89% |
| Punjabi hip-hop | 88% |
| Desi pop | 87% |
| Ghazal | 84% |
| Bhangra | 84% |
Contemporary artists shaping global recognition
Ali Sethi has played a significant role in modernising ghazal and introducing it to younger audiences. His performances, including appearances at institutions such as Harvard University and Carnegie Hall, combine traditional Hindustani classical elements with contemporary and Western musical influences.
Shae Gill, who comes from a Christian family in Lahore, began her career in 2019 by sharing music through Instagram. She gained international recognition following the success of Pasoori, which significantly expanded her global audience.
Factors behind global popularity
According to Spotify executive Rutaba Yaqub, the diversity of Pakistani music has contributed to its international appeal. Collaborations and performances such as AUR’s Tu Hai Kahan featuring Zayn Malik, as well as Ali Sethi’s performance at the Coachella Valley Music and Arts Festival, illustrate the increasing integration of Pakistani artists into global music circuits.
Overall, streaming data and international collaborations indicate that Pakistani music has established a strong presence in global digital music consumption. The continued rise in international listenership across genres reflects its expanding influence beyond South Asia into mainstream global music platforms.