Media Magick

There was a time when almost every weekend, there used to be a pop concert in our town. It was an era of early 90’s, when Pakistani pop artists used to rule over the hearts and minds of our youngsters. Attending a live concert was one of the coolest activities to indulge in at that time. Unfortunately, it all vanished from the social scene when the city of lights came under the dreadful influence of terrorism and increased street crimes.

Recently, when the security situation got under control and street crimes plummeted to a greater extent, it only became evident to give rise to that pop culture that once was the passion of our youngsters.

With this intent to revive the pop culture and live concerts, Cornetto took an initiative that’s worth to be talked about.

The ice cream brand that’s apparently famous among youth and often comes up with promotional and advertising campaigns with which youngsters can relate launched its one of a kind series of concerts with the name of Cornetto Pop Rock Concert.

The focal purpose behind launching this series of concerts is to bring back the culture of live concerts and introduce it to today’s youth. The campaign also aims to extend opportunities to budding talent by providing them a forum to showcase their singing talent and skills.

This whole program is specifically targeted towards college and university going students and promotes the talented individual from the same lot. It is for this reason a singing auditions were conducted in different universities of Karachi so that the most talented and skilled singers can be brought to the fore.

This amazing series of concert kicked off on Friday i.e. 15th April 2016. The first concert took place in Karachi’s Moin Khan Academy, DHA, that featured amazing songstress Komal Rizvi, most loved rock band Noori, king of rock Ali Azmat and our rockstar Ali Zafar.

A tad bid late than the communicated time, the concert began with a surprising performance of a young talent, Hasan Rizvi. This talented artist was selected to perform in the concert via auditions. Rizvi who currently enrolled in Iqra University was good but not as good as what we get to see in Nescafe Basement and other programs.

Just after this new comer’s performance Komal Rizvi took the stage. She sang a mix of her folk and pop numbers. She was interacting with the crowd and made them groove on her up beat numbers. She even cover Atif Aslam’s Coke Studio rendition of ‘Tajdar-e-Haram’.

Noori was the next performer and they truly stole the show with their power packed performance. They sang a mix of their old and new songs and truly sucked all the energy from the crowd by making them sing along, dance, shout and what not.

Noori’s high energy performance was followed by Ali Azmat’s staging. As everyone got tired while shooting and hooting during Noori’s performance, attendees of the concert took some time to get back in the pace. It all got back and went high in energy again when Azmat sang his old songs like Yaar Bina Dil Mera Nayo Lagta.

Ali Zafar’s performance was completely unexpected as he was not there in the promos, but audience completely loved this wild card entry and why not? Who doesn’t love a rock star? Just like his songs, he gave a performance that truly complemented his rock-star image.

The venue was good, the crowd was well-behaved and performers were enthusiastic and all these things collectively contributed to the successful conclusion of the first episode of this pop rock concert series.

The other episodes of this concert will take place in Lahore and Islamabad on 29^th April and 6^th may respectively.

With this praise worthy initiative that Cornetto has taken, we really hope that the people of Pakistan have regular concerts and shows to bring delight in their life and to enjoy the music to the fullest.