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Singer, Tamgha-e-Imtiaz recipient and Pakistan’s first female Goodwill ambassador to the United Nations, Hadiqa Kiani is lighting up New York Times Square as Spotify's artist of the month for their "EQUAL Pakistan" initiative following Grammy winner Arooj Aftab and folk singer Mehak Ali.
According to a press release, Spotify's new initiative aims to amplify voices of Pakistani female artists by giving them a platform that highlights and celebrates their music. Aftab was chosen as the streaming platform's artist of the month for March, Ali for April and now Kiani, for May.
Being one of Pakistan’s most loved voices for more than two decades now, Kiani appeared yesterday on a digital billboard at the heart of New York, a moment that has been captured and shared on her Instagram too. Kiani, on being given a spotlight for the world to witness, marked the special occasion with a song titled Yaad, part of her album VASL. Yaad has been added to EQUAL Global playlist for millions of listeners to enjoy.
The EQUAL Destination allows listeners a quick access to some of Pakistan’s most talented female artists via playlists like EQUAL Pakistan, Top Local Female artists in Pakistan 2021, Women of Coke Studio, This is Abida Parveen, and This is Noor Jehan. These feature the likes of Zeb Bangash, RFB, Natasha Noorani and Sameen Qasim among several others. The destination highlights a mix of iconic and emerging musical talents.
"Hadiqa Kiani's versatility knows no bounds. Being a trendsetter for Pakistani women over the past two and a half decades, she has conquered all, shattering every glass ceiling along the way. Hadiqa remains an icon and an inspiration that artists, especially Pakistani women look up to," highlighted Rutaba Yaqub, Spotify's Music Manager for Bangladesh, Pakistan and Sri Lanka. "We are elated to have her as the EQUAL Pakistan Ambassador for the Month where she will act as the torch bearer, leading the way for not just female artists but the community in general to pursue their dreams,” she added.
As per Spotify, each EQUAL Pakistan Ambassador of the Month will receive organic and on-platform promotion across Spotify's editorial spaces. The model is meant to propel artists’ reach on the platform in both their home countries and beyond. Each EQUAL Ambassador is set to get a billboard placement in the middle of Times Square in New York as well and we can’t wait to see who’s next!
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