How VELO’s Make Yourself Heard Is Giving Pakistan’s Music Scene a Bigger Stage

VELO's Make Yourself Heard is a platform that bridges Pakistan's musical past and present, providing a stage for undiscovered artists to gain wider audiences. The program allows singers and instrumentalists to share original performances, thereby giving their unique sounds a chance to be discovered on their own terms. By inviting emerging performers into the same conversation as established artists, Make Yourself Heard embraces music across various languages, genres, and cultural styles.

The initiative builds upon VELO's existing partnership with Pakistani music, evident through the popular campaign, VELO Sound Station, which produced performances and remakes featuring both veteran and new artists. VELO's Make Yourself Heard takes this idea further by extending opportunities to eligible performers outside its established roster, providing them with a platform to showcase their talent.

As the conversation surrounding the discovery of talent and the challenges of reaching audiences continues to be a topic of interest within the music community, VELO's Make Yourself Heard offers a solution. The program has already gained significant attention, with established artists sharing their insights on finding new talent and the difficulties in reaching larger audiences.

VELO's Make Yourself Heard also draws inspiration from Pakistan's rich musical history. To complement the platform, SIX Limited-Edition cans have been designed, each showcasing different eras of Pakistan's musical evolution, from early pop and folk influences to modern genres such as disco-pop, pop-rock, hip-hop, and contemporary independent music. These cans serve as visual tributes to these styles, while also offering audiences a chance to discover new music through the performances submitted through Make Yourself Heard.