In the ever-changing world of entertainment media, can a platform’s popularity on social media be used as a criterion to gauge its success? We are discussing the case of a platform that is genuinely bringing about the revival of the pop rock scene in Pakistan.

While the six music videos that were part of the first season received a substantial amount of hits online, the prime reason why Cornetto Pop Rock was welcomed by artistes and the general public alike was its attempt at reviving a culture that had evaporated over the years.

Back in the 90s, during an era when the Pakistani film industry was failing to make an impression on the younger generation, it was the country’s pop and rock artists that kept the youth engaged with local content. But that was then. Enter early 2000s, when the music industry was creeping towards its hibernation phase. The youth was mainly inspired by western music or ironically by songs sung by Pakistani artists but for Bollywood films.

Gradually, the concert culture that was so vivid during the 90s (and some part of the new millennium) only remained in memories. Looking at the present scenario, while the revitalised film industry has managed to give a few catchy numbers, the perimeter of the music industry is still blurred in the country’s entertainment landscape as there still remains a void that must be filled with popular music that is in sync with our culture.

There was a time (mid 90s and early 2000s mainly) when the music industry was abuzz with activity, with new bands such as Aaroh, EP, Fuzön, Mizraab, Roxen, and Call etc. releasing album after album. This decade however has seen sporadic activity and hardly any bands popping up that make music consistently.

While it may sound too early to say that the first season of Cornetto Pop Rock has revived the once blooming concert culture, it will not be further from the truth to say that the platform has set the tone for such a revival. This is where numbers and figures give us some context.

The music produced by Cornetto Pop Rock Season 1 instantly became a hit on social media, garnering tens of millions of views, and showing that our youth found a connection with this music. Thus verifying that when given the quality of content and the right platform, our music industry has the capability to takeover playlists that are dominated by music from across the border, owing to a dearth of our own brand of pop rock.

Each one of the concerts hosted more than 5,000 young adults from universities and colleges, a testament to the fact that the generation that has only heard of Pakistan’s pop-rock culture of the 90s welcomed the prospect.

The inaugural season of Cornetto Pop Rock was bolstered by the participation of the most sought-after names of the Pakistani music scene with the likes of Ali Azmat, Komal Rizvi, Noori, Quratulain Balouch, Umair Jaswal, Zoe Viccaji and two surprise stars in the form of Ali Zafar and Qurram Hussain (Q) from Josh.

Is that the biggest talking point of Cornetto Pop Rock? Neither online presence, nor star power; the biggest talking point of Cornetto Pop Rock Season 1 should be how it managed to engage the youth and made them bob their heads to popular music from their own country.

While the entire country made Dubsmash videos, sang along and danced to the six music videos from CPR, it was proven that the platform had stirred up the nation. The by-product of it all was a bustling music industry and a generation humming and enjoying music made in its era, for its era and by the local rock stars (with the exception of Q) of its era in collaboration with maestros such as Ali Azmat and Noori.

From the lyrics of all six songs to the music and the direction of the videos; every element managed to garner the attention of youngsters as they could relate to it. From QB’s and Noori’s Pyar Wyar to Komal’s and Q’s Desan Da Raja, each song has the potential of becoming an anthem for the youth.

Things blew a wee bit out of proportion with Ali Azmat’s Mein, which took us right into the midst of the insanity that makes Ali Azmat the rockstar that he is.

Almost the entire video is in a point-of-view shot and evolves around the legendary rockstar’s real life interests; some way for Ali Azmat to announce his solo comeback!

The Komal Rizvi and Q collab Desan Da Raja displays the vibrancy of Karachi as Qurram and Komal dance through the city, enchanting crowds of youngsters with the city’s iconic elements such as the decorated mini-bus.

The incorporation of such elements lends a tinge of reality to an otherwise surreal and funky video, thus making the whole effort more relevant.

On similar lines, Umair Jaswal’s and Zoe Viccaji’s Jhoom, as well as Noori’s Yeh Zindagi pack a punch of exhilaration, excitement and the carefree lifestyle associated with the younger lot.

Last but not the least, the Noori and Ali Azmat collab Dildara takes place in the heart of all the action; the college.

The two powerhouses of Pakistani rock music deliver the song with unmatched verve. Yet again, the setting, the lyrics and the concept behind the video is rather engaging as it plays around ambitions, the struggle and the journey.

The collective effort of all six videos does contribute towards filling the void of content that is in sync with the general setting of our society, thus forming a connection with the younger generation’s mindset. This connection can only be ensured if the country’s music industry continues to produce music that is relevant to the current age, (with special emphasis on concepts, themes and lyrics), and can withstand competition from across the border.

In the case of CPR, the cherry on top was the auditions that were held at 30 colleges in Karachi, Lahore and Islamabad, which provided an opportunity to aspiring young musicians to share the stage with the stars, giving the young talent immense exposure and a shot at carving a career in music.

This sort of engagement between the country’s music industry and youth can guarantee not just the revival of concert culture in Pakistan but also breathe new life into the industry itself.

Thirty million hits online and an average attendance of more than 5,000 at each concert suggest Cornetto Pop Rock Season 1 succeeded in doing just that.

On the whole, it was refreshing, albeit novel, to see a brand making efforts to improve an aspect of our entertainment industry while also giving back to society rather than using the platform merely for marketing.

With such a star-studded lineup and an all-out, tour de force on the creative front; let’s hope the curators of the platform have not exhausted their resources. Fingers crossed for Season 2?

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