Music videos often play a significant role in creating a strong narrative for any artist. Over the years, we’ve fallen in love with gorgeous videos by the likes of Jami, Saqib Malik, Zeeshan Parwez and many more. In short, the legacy of arresting music videos in Pakistani pop culture is so very strong that those who attempt anything shoddy instantly stand out.
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A look at new music videos from Atif Aslam, Qurram Hussain and Ali Hamza.
Music videos often play a significant role in creating a strong narrative for any artist. Over the years, we’ve fallen in love with gorgeous videos by the likes of Jami, Saqib Malik, Zeeshan Parwez and many more. In short, the legacy of arresting music videos in Pakistani pop culture is so very strong that those who attempt anything shoddy instantly stand out. And though it’s certainly not fair, in our minds we tend to make comparisons to past efforts. Nostalgia, they say, can be a funny thing and we do wonder whether the new age of music videos can reach the standard set by predecessors. Thankfully, the trend of releasing music videos is alive and while there are some mediocre productions that make us cringe, others offer joy and hope.
Our story therefore begins with king of contemporary music Atif Aslam who is back with a new single and video called ‘Younhi‘. Written, composed and sung by Aslam himself with music produced by Mekaal Hasan and video directed by Ahmed Khan, it’s Aslam’s first major release after the Pepsi jingle ‘Jee Lay Har Pal’ but sadly it is nowhere close to being a good video or song. Atif Aslam stars as a loner boyfriend, who goes on the road in a Harley Davidson bike after fighting with his onscreen girlfriend. While on the road, he befriends strangers and spends time with himself as his mind goes back to a time when the lovers were still together. Atif Aslam seems to have the most loyal fans who adore everything he does. In just a week, this song has picked up over a million views on YouTube and is going strong. It’s not the most terrible song but it doesn’t have anything new that we haven’t seen before. Atif, on the road, is a theme that has run through his earlier hits such as ‘Ehsaas’ but that was a good pop song. ‘Younhi’ makes no effort to separate itself from the clutter of Bollywood songs that Aslam has sung nor does it surpass the standard the singer-songwriter had managed to set with his debut album. The track is supposed to be from Aslam’s upcoming album and one hopes that other songs don’t fall under similar trappings.
The second video on our list is called ‘Turn up the Music Mr. DJ’ and is by Qurram Hussain, better known as Q, who is also a part of the music group Josh. Directed by Wajahat Rauf, the video stars Hasan Rizvi and Ayesha Omar and is the second music video release from the current second edition of Cornetto Pop Rock. Sadly, the song is neither here nor there. For one thing, Qurram Hussain doesn’t sound like himself. Apart from the unidentifiable vocals, the video’s premise sounds like a watered down version of a Karan Johar film. Think Student of the Year minus the slick frames.
According to a press statement, the premise of the video goes something like this: “Ayesha Omar and Hasan Rizvi, presented in the video as a lively couple who had an argument. Qurram being a mutual friend sings to bring them together. Perfectly relatable to the youth and their everyday life, the video brings a wave of nostalgia for those who are done with college life, and reminds them of the good old days with no care in the world.”
Firstly, this video in no way depicts the lives of the average young person unless they are starring in an escapist Bollywood film. A case in point: what happened at Punjab University recently as a cultural event came under attack and a rival student group’s presence culminated in an all-out brawl that injured, according to multiple reports, over a dozen students. Secondly, it’s a terrible song while the whole idea feels outdated and overdone. There is absolutely nothing wrong with a good pop song nor is there any issue with a video that depicts dancing but this one is trying too hard and falls flat on its face. Efforts like these make you wonder whether there is a better use for corporate money and whether brands should start investing in artists who have something to say or at the very least have an original idea. Imagine if this investment had gone to an act like Khumariyaan or Sikandar Ka Mandar or Red Blood Cat or Sibti or Malang Party who self-finance and still create better content than some of our popular stars.
Moving away from the bad and the so-so productions, the effort that redeems our faith in music videos and the ability of music to move us is called ‘Ao Humaray Saath Chalo’. Sung by Ali Hamza, written by Zehra Nigah and directed by Amaan Ahmed, the song and music video is part of Karachi Down Syndrome Program (KDSP)’s beautiful inclusion campaign and has been released on the occasion of World Down Syndrome Day.
Featuring a handful of celebrities like Momal Sheikh, Ahsan Khan, Sheema Kirmani, Bushra Ansari, Sarwat Gilani, Javed Sheikh and Anoushey Ashraf, it’s like a sonic lullaby that pulls you in, not just because Hamza sounds so very good but also because it feels authentic. In the video, Hamza and the rest of the stars look genuine as they lent support to a cause that is powerful and necessary. The children look just as thrilled in the company of these stars and vice versa. With Rakae Rehman Jamil serving as music producer, the song has a sonic structure that is soft, elevating and many layers brought out by harmonium, sitar and other instruments. Nothing is overpowering the words and it all comes together beautifully.
Our verdict, check this video out, skip the rest.
