LAHORE   -  As the Muslim community in Pakistan and around the world embraces Ramazan - a time for reflection, giving and togetherness - Spotify celebrates the essence of the holy month through audio and announces its Ramazan edition of EQUAL, revealing Mehak Ali as its EQUAL Ambassador for April. Additionally, Spotify has updated its Ramadan Destination for Pakistani listeners, curated for every Ramadan moment.

EQUAL PAKISTAN AMBASSADOR OF THE MONTH

As part of the EQUAL Pakistan Music Program, Mehak Ali joins as the Ambassador for April. From her debut in Bollywood with the song “Baab-e-Rahmat” in 2017, Mehak is the first Pakistani to be nominated for Mirchi Music Awards for the hit’s lyrical composition.

Marking the arrival of Ramadan, Mehak Ali has released a soul-soothing praise Kalam, “SalehAlaNabiYena”, showcasing the religio-cultural significance of the holy month and the devotion and compassion the Muslim community has for the Holy Prophet. The Kalam can be listened to on Spotify’s EQUAL Pakistan playlist, where Mehak is on its cover.

As the EQUAL Pakistan Ambassador, Mehak Ali will be receiving organic and on-platform promotion across Spotify’s editorial and social spaces. This model has proven effective in propelling significant growth on the platform in both the artists’ home countries and beyond. Mehak will also be featured on Spotify’s digital billboard in Times Square later this month as Spotify continues to turn up the volume on local women creators.

SPOTIFY’S RAMADAN DESTINATION

Every year, Spotify updates its Ramadan Destination, which features a wide variety of spiritual songs, Qawwalis, Recitations, Hamd-o-Naat, and more. Last Ramadan, Spotify saw an 80% increase in streams from Pakistan for nasheeds (Islamic devotional songs or spiritual hymns) during April than the previous month. Based on streams in March 2022, nasheed consumption should also continue to rise this year.