Music – A magic beyond all

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When marketing students are taught market segmentation these days, special attention is drawn to the fact that the younger generation around the globe no longer needs to be segregated based on their nationalities. A lot of credit for this unification of tastes goes to the marriage of technology with marketing strategy.

Before portable gadgets became the new normal, there was a time when the most awe worthy portable thing was the Walkman. You could only have one cassette in it and maybe carry one in your jeans pocket!

Those were the good old days, you still see the 80s and 90s kids talk about dreamily, in this age of social media.

“Ah, music,” he said, wiping his eyes. “A magic beyond all we do here!” – Albus Dumbledore

It won’t be wrong to say that music served as the first unifying force for the youth around the globe. 2016 highlighted this fact by proving to be a sad year for music. We lost many legends in the field. Musicians whose work served as the background score for generations.

 

From David Bowie’s ‘The man who sold the world’, ‘Rebel, Rebel’, ‘Modern Love’ to Prince’s ‘Purple rain’, ‘When doves cry’, ‘This could be us’ to George Michael’s ‘Father figure’, ‘Wake me up before you go go’, ‘You got to have faith..faith..faith’ were the tunes to name a few, coming from the West that proved to be a source of joy for the East as well. We made our own associations with this music and made it our own.

 

Pop music in Pakistan has a very interesting story. Apart from a medium of expression it also served as a subtle reaction to dictatorship. Starting with the Nazia and Zoheb Hassan duo to the boy bands starting out with the Vital Signs and Junoon. From this lot of pioneers, Junaid Jamshed passed away in an air crash. Despite the course he choose later in life, he will be remembered for giving the country its unofficial national anthem in ‘Dil Dil Pakistan’, ‘Aitabaar’ (still one of the most played number in my playlist), ‘Samjhana’, ‘Maula’ and many more.

 

Another voice that we lost this year was that of Amjad Sabri. This is not only a loss for qwali but a human tragedy given the violence that silenced the voice behind, ‘Bhar do Jholi’, ‘Tajdar-e-haram’; the de facto king of qawali of our times.

 

Just like the tunes from the West made inroads to the Eastern hearts, the Eastern tunes were taken across boarders by these icons, taking a part of our identities and introducing it to people around the globe.

In a world over flowing with communications tools but a drastic decrease in actual communication, increased intolerance and otherization, music remains ‘a magic beyond all’. It can and should be used more as a source of connection for humanity.

May the coming year be a beautifully arranged fusion piece! Happy New Year.

By Fatima Arif

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