The right music can be a song to the soul that can lift our spirits even on the bleakest of days. It can relax our minds and help us concentrate better; physically, listening to music can calm our nerves and even reduce blood pressure. Pakistani music lovers have been deprived this joy for some time now. Patari,quite literally streams in with the solution!
The Problem
While the benefits of listening to the right music are many, Pakistan’s music industry has been woefully lacking in the modern years. There are very few avenues for the new musicians to monetize their works causing an alarming decline in the numbers of emerging talent. The ban on Youtube persists while live concerts have become a thing of the past.
It has become increasingly difficult for Pakistani music lovers to access the music of their choice. Online streaming is their last resort, but inadequate music websites with very little content and less than desirable sound quality have further let them down.
The Solution
Things are going to change for the better very soon. Patari a new music streaming website has recently entered the Pakistani market. This is our answer to India’s Saavn or the western Spotify. The website has an impressive collection of Pakistani melodies ranging over decades with Muhammad Ali Shanki, Bunny to the Sabri Brothers and several other local talents finding a place here. It has nearly 30,000 songs and more than 600 artists offering a taste of the rich and varied music of Pakistan. Fresh artists would now have a place to go to in order to showcase their talents. The site not only offers them visibility and promotes their music but also plans to give them a cut from its revenue.
The Progress
The site is still in its beta stage with access available only through invites. However, looking at the positive response the startup has gathered, the founders are working on expediting the mass launch. More than 20,000 people are currently invited to the site while several others remain in the waiting list. The music starved Pakistan society has welcomed the site with open arms with guests spending an average of 25 minutes on it. Patari is currently free to use but the founders are coming up with a plan to help them monetize it. Audio ads at the end of performances, premium subscriptions that would allow users to enjoy uninterrupted music and sponsored playlists are some of the means of monetization that the team is considering.
Is the Timing Right
Pakistan music lovers have been let down repeatedly by the music industry, the online portals and the government. Patari launches at a time when the spirits of these music lovers is almost broken but still has the vivacity to respond to the sheer magic that the site offers. The scene is set perfectly for this new entrant to make a big difference in the market.
Patari is completely self funded currently and incubated at Plan9, a Lahore based incubator. The Patari team is currently working on a new mobile app to improve the user experience.
