Pakistan has struggled in recent years to keep pace in the global export market. The textile sector, once a defining industry, has seen rapid growth in countries like Bangladesh, Vietnam and India, outpacing Pakistan in readymade garment exports. The country also faces challenges in other export domains, which are crucial to its fragile economy.

However, there exists an area where Pakistan has yet to realise its full potential – a sector that could redefine the country’s international image beyond destruction, death and terrorism. The instability within Pakistan has driven people away, reinforcing a global perception of a barren, lifeless land devoid of vibrancy and culture. Cartoons and other imagery often depict Pakistan as a desolate, grey country, lacking the dynamism and energy that define thriving nations.

Yet, there is a way to counter this perception – a route that remains largely unexplored but could offer Pakistan a chance to showcase its rich and diverse cultural heritage. Pakistan possesses remarkable talent across various fields but has failed to effectively promote it internationally. One such sector is music. Despite language barriers, Pakistani music has resonated globally, particularly in India and other parts of the world. Artists like Rahat Fateh Ali Khan have spoken at top universities worldwide, sharing the intricacies of Eastern music. Yet, domestically, Pakistan struggles to elevate its classical and contemporary musicians onto the global stage.

The late Nusrat Fateh Ali Khan gained recognition in Pakistan only after his collaborations with Western artists brought him global acclaim. He later became a major phenomenon in Bollywood and internationally before his untimely passing. Similarly, Pakistani musicians today face challenges in gaining domestic recognition. The indie band Poor Rich Boy from Lahore was acknowledged in the US and awarded a cultural exchange tour in 2014, yet remains relatively obscure........

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