Spotify Amplifies Pakistani Hip-Hop at LUMS with A.S.L.I on Campus Event

Karachi: Spotify took a significant step in promoting Pakistan’s burgeoning Hip-Hop scene with an engaging event at the Lahore University of Management Sciences (LUMS). The initiative, titled A.S.L.I on Campus, aimed to celebrate the genre’s rise and its resonance with Generation Z, by creating an immersive experience that combined music, dance, and community.

In partnership with the LUMS Music Society, Spotify transformed the university setting into a hub of creativity and expression. The event featured a live DJ set by Akhun and Qazzi, a performance by local Hip-Hop content creator Daniya Kanwal, and a special presentation by the LUMS Music Society. These performances highlighted the evolution of Hip-Hop from a musical genre to a cultural force impacting the identity of young Pakistanis.

A key attraction was a dance class conducted by Kazim Raza, founder of the Dynamite Crew, a well-known dance collective in Lahore. Using tracks from Spotify’s “A.S.L.I” playlist, Raza led students through an energetic session that captured the essence of Hip-Hop’s rhythm and style.

Talha Hashim, Spotify’s Marketing Manager for Pakistan and Morocco, remarked, “Hip-Hop in Pakistan is no longer a niche genre. It’s rapidly becoming the voice of a generation.” He added, “With this activation, Spotify is celebrating that energy by taking music directly to where it thrives most: among the youth. A.S.L.I on Campus isn’t just an event, it’s a movement that brings together sound, creativity, and identity.”

The event also featured interactive zones where students explored Spotify features like Blend and daylist, illustrating how music connects people across different genres and moods. Exclusive installations and photo opportunities transformed the campus into a Hip-Hop-centric environment. Lahore-based content creators participated as well, extending the reach of the event beyond the campus and engaging fans nationwide.