Pakistan’s Biggest Social Media Musical Event

Pakistan is home to some very real but unexplored talent, when it comes to music. In order to celebrate and support this very talent, this Sunday 17th Feb 2013, Walnut Studios, in collaboration with Levi’s® hosted a musical event which was webcast LIVE to thousands on facebook, via Ustream’s dedicated media servers. An exclusive crowd of 30 were also invited to the gig’s venue itself – the Levi’s® flagship store in Lahore – which filled up the cozy space well.

The event was opened by Zahid Umar, a talented and energetic vocalist, who jammed live with various musicians, followed by College Road whose rendition of Edward Maya’s popular number Stereo Love on the Harmonium was just brilliant and quite unique. Next on the performance area, came the very popular Abdullah Qureshi, who sang both English and Urdu numbers. Some other leading names in upcoming talent, such as Taha and Rauhan, Gibran Saeed, and female artist Kanza also played at the gig, giving the crowd at the Levi’s store a great evening of music at a fabulous location. An excited SYMT [band] was seen in the crowd throughout the evening, supporting their fellow musicians who were performing on stage.

The event in its entirety was recorded live, using HD Audio capturing tools with music by Mekaal Hassan, making it one of the most unique Pakistan based happenings on social media. Music lovers from Pakistan and around the world were able to attend this gig as it happened, with just a few clicks of their mouse, by logging onto

Following this event, Walnut Studios will also be releasing online music videos of the artists, after recording their music in the studio. Previously they have already released 32 tracks & videos, which led to over 1 million local and global views. The Music Latte concept will subsequently be entered into facebook’s Studio Awards for consideration, through which facebook rewards ideas where people and social interactions are at the core. Furthermore, Walnut Studios will also be starting an online radio station sometime this year, which will be first of its kind initiated from Pakistan and will further help to bring local talent, global reach. In 2010 they have successfully begun the Pakistan Music Idol – Pakistan’s first ever online Music Competition.

As an icon of youth culture, music has been subconsciously and consciously woven into the fabric of the Levi’s® brand for the last 100 years. Like the Levi’s® brand, great music is defined through originality, authenticity and youth spirit, values that similarly are best reflected by the youth they represent. Levi’s® want to make sure that these values never die, so through supporting initiatives such as Music Latte, Levi’s® is on a mission to support the bands and institutions that keep music alive, the world over.