The Challenge

How to grow its audience and spread as a Music talent Show for the Youth.

The Solution

Simple. The audience is willing to be won over, willing to be surprised. Capturing the attention though isn’t easy anymore with countless entertainment opportunities for the audience. You need to rattle the audience and make them fall in love with you and with the narrative. So what did we do? We found the best unknown talent across Pakistan and with them, made music and songs that surprised the audience. To initiate the surprise, we began the season with the 8 year old Hadiya Hashmi singing her heart out in “Bol Hu”, a Soch original and 12 year old Sinaaan, Pakistan’s youngest drummer, grooving on the drums beyond his age while performing MEHBOOBA, a reimagination.

Pakistan is full of undiscovered talent and we believe that if mentored and guided in the right direction, the talent can not only surprise the nation but find their own ways to keep their music dream alive. Nescafé Basement in its fifth season, has been able to garner an even bigger audience not just across Pakistan but the world with the ideology that the song no doubt is important,  but the story being told is as important too. The campaign later won an Effie award.