Meet 20-year-old Pakistani producer Umair who embodies south Asia's vibrant hip hop scene

Record ID: 1830665

  • Title: Meet 20-year-old Pakistani producer Umair who embodies south Asia's vibrant hip hop scene
  • Date: 23rd July 2024
  • Summary: MUMBAI, INDIA (JUNE 20, 2024) (REUTERS) (SOUNDBITE) (English) MUSIC JOURNALIST, AMIT GURBAXANI, SAYING: "As far as hip-hop is concerned, Sony was one of the first labels to identify that hip-hop is growing as a genre and one of the most landmark releases in Indian hip-hop which ‘Mere Gully Mein’ by Divine and Naezy which really, sort of, set off the whole hip-hop boom in India back in 2015 and Sony released that song and they have continued to sort of support the music and now you see it in Pakistan where they released Umair’s album which has got 20 songs and huge amount of collaborations, including with Indian artists that are in it. So Sony has really, sort of, been having a presence in this space for a long, long time."
  • Embargoed: 6th August 2024 16:12
  • Keywords: R&B Sony South Asia hip hop music
  • Location: KARACHI, PAKISTAN / MUMBAI, INDIA / VARIOUS
  • City: KARACHI, PAKISTAN / MUMBAI, INDIA / VARIOUS
  • Country: Pakistan
  • Topics: Asia / Pacific,Arts/Culture/Entertainment,Music
  • Reuters ID: LVA00B257621062024RP1
  • Aspect Ratio: 16:9
  • Story Text:Pakistani hip hop producer Umair was around 13 years old when he first heard a hip hop song and started crafting his own beats.
    Now 20 and signed to Sony Music Middle East, he’s one of a number of hip hop stars emerging from the music scene in south Asia.
    “I came to know there was a group called Young Stunners, who create music’’ Umair said, saying the hip hop group who formed in 2012 were a big influence.
    ''I started listening to western music and getting inspiration from there as well as from Pakistan …. (And) India.’’ He said.
    Speaking to Reuters from his studio at the home he shares in Karachi with his family, Umair released his debut album ''Rockstar Without a Guitar'' in April.
    Asked about the intriguing name of his new record he said the general impression of a rockstar is a person playing a guitar on stage, with admiring fans. But he does not play the guitar so wants to show that even without one you can be a star.
    "Hip-hop is essentially the most exciting genre to come out of south Asia right now whether you look at the scenes in India or Pakistan,’’ music journalist Amit Gurbaxani told Reuters.
    ''Hip-hop is the voice of the youth and both these countries have a very large, young population and I think that’s what connecting, the audiences there.’’
    While Sony Music have a presence across all musical genres in the region Gurbaxani said, they are one of the first major labels to ''identify hip-hop is growing as a genre.’'
    The 2015 release of ''Mere Gully Mein'’ by Indian rapper Divine (featuring Naezy) Gurbaxani says caused a ''hip-hop boom in India'' saying Sony ''continued to support the music'' including in Pakistan where they released Umair's record.
    A year in the making, Umair’s 20 track album features 25 guest artists offering tracks that showcase Pakistani and Indian modern music.
    As well as several tracks making Spotify’s viral charts in Pakistan and India, it has nearly half a million Spotify listeners from overseas, according to a May release from his label.
    ''People outside Pakistan have now started recognizing our music,’’ Umair said.
    In the past he said that ''Pakistani listeners were confined to Pakistani music, and Indian audiences to Indian music’’ but collaborations and a wider audience have made an impact.
    2024 marked a new dedicated south Asian space at music festival Glastonbury in England with DJs such as Gracie T and Anish Kumar.
    There have also been several recent collaborations with musicians from the region and high profile names, including Indonesian-Canadian rapper AP Dhillon and Brit award winning rapper Stormzy with track ''Problems Over Peace'' and Indian singer Diljit Dosanjh teaming up with American rapper and Grammy nominee, Saweetie.
    “South Asian music .. if you ask me, I have big dreams about the music here. The way I visualize music here , its very different because I am not limited to Pakistani and Indian music,’’ Umair said.
    ''According to my vision, and the way I see hip hop in the next 5 years , it will go very far.’’
    (Production: Waseem Sattar, Sheree Sardar, Pankaj Pagar, Tarun Kumar, Sarah Mills)
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