Dreaming of Coke Studio & Nescafe basement ?

During my time working as a music producer at Walnut Studios and now at my personal HOD STUDIO since 2011, I have encountered numerous young individuals who possess talent and a passion for music but lack the financial means, exposure, and understanding of the music production process.

It is during these encounters that I have been frequently asked the same question, “How can I apply to perform in Coke Studio?” Initially, this question used to surprise me as this talent had never recorded a single song in a professional studio or performed at a professional level.

In response to this recurring question, I emphasised that aspiring to perform in reputable corporate programs like Coke Studio and Nescafe Basement requires much more than just possessing a melodious voice. Before thinking about performing at a professional level, you must diligently hone your skills and acquire a basic understanding of music theory, songwriting, music production, and various aspects of the music business if you are really serious about doing music. Additionally, I highlighted the fact that these corporate programs often prioritise artists who already have some recognition or a significant following.

When it comes to branding and producing a show, several factors play a crucial role in decision-making. Face value, persona, mass appeal, and fanbase are among the vital considerations for both brands and show producers. especially for brands, talent usually takes a backseat in their minds.

While talent is undoubtedly significant, it is not always the primary concern for the stakeholders. Instead, they prioritise elements that can attract a wider audience and align with their brand image. So it is crucial to gain some knowledge about how things work before thinking about performing at a professional level.

After reflecting on the first decade of my career, particularly in 2016, I gained a lot of clarity and learned valuable lessons from my mistakes. One important lesson is the significance of going beyond teaching someone technical skills of music production or providing exposure through media. The key word here is ethics.

I believe as professionals, we should have been doing this from the very beginning, educating the audience about the importance of supporting artists in ethical ways would have created a deeper connection between artists and their fans.

However, for this to be truly effective, it necessitates that the artists embody these attributes and principles in their own lives first.

So coming back to the question, why does the new talent dream of performing in Coke Studio and Nescafe Basement? The answer lies in the limited information available to the public about the behind-the-scenes aspect of an artist’s journey. Why is it limited? Because many artists may hesitate or may not feel comfortable sharing the full spectrum of their experience, including their efforts, struggles, and the challenges they faced during their musical pursuits.

As a result, the viewers only witness the glamorous façade without fully comprehending the hard work and dedication of the artist. While you may get to hear a little bit about an artist’s journey in a news article or a TV interview, it often ends there.

I believe that it is essential for artists to consistently talk about their experiences, whenever they have the opportunity to speak to their followers, fans, or the general audience. These experiences should encompass both the do’s and don’ts, the rights and wrongs that you encountered along your path. Ignoring this aspect will lead to a selfish perpetuation of success, perpetuating the belief that talent alone is enough to excel in music.

While my focus in this blog is on Coke Studio and Nescafe Basement, the responsibility of educating people extends to all professionals, not just those associated with these programs. I also want to emphasise that I respect the artists and producers associated with these platforms.

Regardless of whether I disagree with their opinions or like or dislike their content, there’s no denying that they are extremely hardworking and dedicated individuals and I am happy for their success but at the same time, it’s sad to say that the will to actively pursue educational initiatives, particularly from an ethical perspective, seems to be highly lacking in majority of us” which makes it obvious that most of this hard work is directed primarily towards personal gains.

As a professional, if you think that simply serving music fulfils your purpose and entitles you to complain about the “system”, we must address the inherent hypocrisy in such a claim. Every artist that I have encountered, both known and unknown, laments the broken system.

I would ask them, what have you done to bring about real change in the system? Merely complaining and focusing solely on entertainment won’t lead to meaningful transformation. While it may yield personal benefits, it falls short of creating a broader impact.

Without disciplining ourselves, the example we are setting through our influence is compromised from an ethical perspective.

I believe as Pakistanis, we have mastered the art of making excuses to justify our wrongdoings.

The only way I see one can make a difference is if professional artists acknowledge the fact that it’s their responsibility to educate their followers and prioritise ethics above all else.

Stop wasting time pointing out what others are doing and spend more time on self-reflection.

It has become a convenient justification to assume that since everyone else is doing things the wrong way and there’s no one to question it, why should I bother changing? So, I’ll just follow suit.

Without this acknowledgement, this whole process becomes mere self-serving, driven by individualistic motives, and lacks the potential to inspire meaningful change in the “system”.

Before delving into my actions, I must provide some context that shaped my direction in life. I don’t consider myself perfect or a perfectionist, but I do not settle for mediocrity and know when to take risks. While I am unafraid of failure and others’ opinions, I constantly reflect on my actions and strive, to improve as a person.

I have worked with many artists who are more passionate and hardworking than me regarding music, but one thing where I consider myself different is not just being concerned about the content I create, but also the way I am creating it from an ethical perspective, The realisation started when I reached a point of mental exhaustion and started questioning the causes behind it. After reflecting on it for a few months, I was confronted with a crucial decision – either continue on the same path I had been on for the past ten years or acknowledge my mistakes and undergo a complete transformation in mindset.

Thus began my journey of self-discipline and adherence to certain principles I had compromised before, often due to fear or insecurities.

Quitting making music using pirated software and downloading pirated content was the first and most important rule that I obliged with. It took me a year to buy just the basic required software for music production, and then I gradually purchased the rest over the years. My second rule is choosing the right people to work with who actually understand my objective and agree with it. They are not just interested in creating entertainment content but also thought-provoking content. Don’t work with anyone who takes you for granted; never work for free unless you’re doing it for a charitable purpose. Help only those who actually deserve help.

I don’t force anyone to follow these rules, neither am I worried about whether others follow it or not, but I feel responsible to share the right message with whomever I am working with or working for,

I recently started recording Q & A sessions with artists who are not afraid of speaking the truth and have a lot to say that can inspire not only musicians but others as well.

Things don’t change overnight but the impact would be tremendous if people embrace similar values.

Neglecting ethical values is precisely the reason why our society is facing such challenges today, and, in fact, it will get worse with time.

The attitude of ‘Chup kr ke apna kaam karo‘ (just keep quiet and do your work) will lead the next generation astray without any sense of direction.

“While I may not be aiming to revolutionise an entire nation, my focus is  to make a positive impact within my capacity. True transformation commences with ethical self-improvement, and that’s where it all begins.