potify, the global music app that has made huge stride in how music from artists of and from Pakistan is consumed, in and outside the country. In Pakistan, it is still determined to carry on its EQUAL program that highlights women musicians. Shedding a light on how EQUAL will continue to forge a path for its ambassadors (with Natasha Humera Ejaz being the latest one), Spotify Pakistan told Instep, “Each EQUAL Pakistan Ambassador of the Month is supported with organic and on-platform promotion throughout the Spotify editorial space - which has proven to propel significant growth on platform in both artists’ home countries and beyond.

“Each ambassador of the month will be on the cover of EQUAL Pakistan playlist and their song is featured on the playlist that is also promoted as part of the support.”

The respective EQUAL Pakistan Ambassador also gets featured on a digital Times Square billboard in New York City. To that end, as EQUAL Pakistan’s latest ambassador, Natasha Humera Ejaz’s track that Spotify is highlighting is called ‘Khud Se Baatein’ with music and lyrics by Natasha Ejaz & Rishabh Rajan, and additional vocals by Zeeshan Ali.

The song, released in January 2023, is reflective of how Natasha Humera Ejaz is willing to be sincere and vulnerable as a lyricist and write about inner conversations, conflict and tears that so many of us hide. That she can bring those emotions and feelings to the song as a singer makes any listener a part of that musical journey.

Musical elements within the song also show Natasha is becoming a force to reckon with, a singer with heart and chutzpah (when needed). Her musical qualifications include composer, singer, songwriter, audio engineer, producer so whatever the task, Natasha delivers on it. And we couldn’t be happier to see women doing what was supposedly men-only once upon a time. That expertise of Natasha (whose work we will examine at length in the coming days) is palpable when you hear ‘Khud Se Baatein’.

Coming back to Spotify, in February 2023, the streaming service has released something called top moods in global terms as well as local. Top moods that have emerged in 2023 include “confidence, motivation and productivity” globally. Pakistani listeners, in context of top moods, and in a similar vein to global trends, are leaning towards “confidence, joy and motivation”.

Building upon the success of Wrapped 2022 which revealed “user-generated hype content”, Spotify notes that this is a depiction of what users in Pakistan want the year to look like.

Said Spotify in a press statement: “For confidence, ‘Flowers’ by Miley Cyrus, ‘Confident’ by Demi Lovato and ‘Boss Bit*h’ by Doja Cat are the three leading tracks shaping this mood.

Similarly, motivation is being signified by ‘Unstoppable’ by Sia, ‘Believer’ by Imagine Dragons and ‘I’m Good (Blue)’ by Bebe Rexha.”

In productivity trend, the top three streamed songs are ‘Good Days’ by SZA, ‘Successful’ by Ariana Grande, and ‘We Can’t Stop’ by Miley Cyrus.

Well, if you’re not moved by these songs, you can always listen to pretty much any song from terrific albums like Vulture Prince (Deluxe Edition) by Arooj Aftab, Renaissance by Beyonce Knowles, Mr. Morale & the Big Steppers by Kendrick Lamar, 30 by Adele or When You See Yourself by Kings of Leon, and the quietly arresting cover album, No One Sings Like You Anymore by Chris Cornell.

And yes, since entering the market in Pakistan, Spotify figures have increased. According to newest figures, the app, carrying music as well as podcasts, had, 456 million active users around the world, during early 2022. This means an increase of 75 million users from the previous year.

Can you say huzzah for the artists!