Swinging to Pakistani beats

Talal Qureshi is a music producer with a difference. He, as an electronic/hip-hop artist, creates electronica that clearly seeks to enthral an audience deeply entrenched in pop music. Under normal circumstances, these two genres exist parallel to one another. But, inexplicably, Qureshi's music pleases audiences of both genres.

"I have always tried to create soundscapes that cater to a wider audience. They are for you if you're sitting at home. They are for you if you're driving. They are for you if you just want to listen to something out of the ordinary," the Islamabad-based artist told ANI.

"I never intended to come up with a concept as per say, but the only thing that I ever wanted to create was an impression on the audience who are heavily influenced by mainstream music. Once I started getting a good response from them, I started luring them into my world. Simple as that," he added.

But how has he been able to nab audiences from these two distinct genres and ensured that they stay hooked to his music rather than viewing it as a passing fad? Qureshi was quick to explain.

"My approach is very simple to be honest. Create something that will tell take people through a journey. I never plan and go through a lengthy process while producing my tracks. It just happens as I am working in real-time. I feel that the only way to connect with people is through the mood and ambiance you create in your soundscapes. In other words, it's all about storytelling," he said.

He further added, "Once you catch their attention, rest automatically follows. I had to dive into what people love in order to force them to push their boundaries and explore something they haven't experienced before."

He also has what he calls his 'mantra'. Sharing it with ANI, he said, "Grab (their attention). Embrace (they connect to your tunes). Reward (for me and for my listeners)."

Raised in Riyadh, Saudi Arabia, Qureshi started producing music in 2007 and earned instant recognition. Uploading songs on social networking platforms like Facebook and YouTube enabled him to reach audiences across the world - including India - and when he released his debut EP 'Equator' in 2012, one of the biggest platforms in the world, the BBC, gave him global recognition. Today, he is one of Pakistan's most respected and sought-after beat makers.

However, Qureshi, who will be performing in New Delhi in November as part of the Bacardi NH7 Weekender series of concerts, will be playing in India for the first time. And, he is thrilled beyond words.

"You have no idea how thrilled I am to be playing in India. I have a decent following in India and have always received an amazing response from them on my tunes. I want to use this chance as a step forward - which will eventually allow me to meet my fans more often. I am pumped!" he said.

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