Now that the excitement of Coke Studio and Pepsi Battle of the Bands has died down, you might be feeling hungry for new music to fill that vacuum. Thanks to a dearth of support system to sustain musicians in Pakistan, not a lot of people delve into creating original music.
This new music channel aims to provide a platform to bring back original music to Pakistan’s long starved music fans
True Brew TV is a weekly music program that promotes original music from some of the most exciting Pakistani music talent. While covers are great, there has been a noticeable decline in original music in the last decade. Bands are few and far between, and artists rarely release albums. This new initiative seeks to change that.
Avenues to showcase music, like music shows, are the beating heart of the Pakistani music industry
True Brew Records, a recording studio, production house and live performance space in Lahore is launching True Brew TV, a new music channel that will feature established and up-and-coming artists on the Pakistani music scene.
The show was officially launched at the The Last Word bookshop where Jamal Rahman, founder of True Brew Records, Ali Hamza, and Jimmy Khan discussed the venture and what it means for Pakistani music. The audience packed into the bookshop was then treated to a medley of performances from from the artists, including renditions of ‘Tinak Dhin‘, ‘Nadiya‘, and more.
With True Brew TV, founder Jamal Rahman is trying to encourage the creation of original music that we saw in Pakistan in the 2000’s with bands like Entity Paradigm, Noori and Jal
‘The rock music that came up in the 2000’s in Pakistan was also underground at some point and then became mainstream’, he says, ‘and now it’s time for this new blood to rise, and that’s what I’m trying to push with True Brew TV.’ shares Rahman.
True Brew TV will feature both established and up-and-coming musicians
Jamal Rahman was tight-lipped on the featured artists of True Brew TV, but he did say that audiences can expect established Pakistani artists as well as more alternative musicians that you may not have heard of, but have been creating underground music for years. The first episode features the popular Lahore-based indie band Janoobi Khargosh, with a great synth-pop anthem ‘Mars’.
You can watch the first episode below:
There’ll be new music every Thursday at 6pm on the True Brew TV YouTube and Facebook pages.
Cover image via: thenews.com.pk