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capital
talk

Rapping in the capital
With the explosion of internet and social websites like Orkut and MySpace, artists have found an easy outlet of marketing themselves. Adil Omar, a young rapper in Islamabad captures an audience through this medium. Instep takes an inside look behind this phenomenon…

By Maria Tirmizi

 
The federal city of Islamabad is lately taking on various diverse roles. It has played a dignified host to visiting heads of state at stately receptions. It has welcomed and bid farewell to a stream of venerated ambassadors. At the same time, it has attempted to cook up a bit of fun through CDA-generated festivals, giving the youth out here a respectable outlet for creative expression. And then there's been a bit of the following too:

"Pull the trigger, disconnect your head from your body

Kill your team with a chainsaw, for my comfort

Cut you up, eat your face-off - I'm repulsive

Roar like a lion, I'm morbid and violent

My reign is around, so the storm isn't silent

If I tell you I'm normal, I'm lying

I'm gougin' eyes out, you [bleep] [bleep], you a blind [bleep]..."
 
One of the few of his lyrics that could be used with minimal 'bleeps', they have been written and recorded by a hardcore rapper of Islamabad who seems to have acquired a considerable US and European fan base online through his MySpace and SoundClick presence.

Adil Omar is not yet 16. Yet, he has been able to zoom his music off straight to free music downloaders around the world, with around 20 to 50 downloads from his webpage everyday, signifying an increasing trend of youngsters snubbing unreachable major record labels and reining in the power of the Internet to reach as many people as possible through their free music.
 
Using the web for promotion is nothing new for struggling artists. Lilly Allen, the 22-year-old British singer/songwriter, rose to fame through her MySpace presence and the Arctic Monkeys gave out free online demos to fans, which worked wonders for them. Our own underground solo artists and bands have gained recognition after putting up their music on the Internet and promoting it on websites like Orkut. Jal is the prime example of a band hitting it big by cutting across orthodox lines when its song 'Aadat' stirred up a storm on the Internet, propelling ferocious downloading. Similar was the case with Mauj, who released their debut single, 'Khushfehmi' via internet. These artists, initially calling themselves underground, aimed at going commercial someday, preferably on their own terms, but some also retaining a certain degree of flexibility with respect to their identity according to the dictates of the commercial market.

Then there are the real underground artists who prefer remaining outsiders to the mainstream music scene because they want extreme creative freedom. Their aim is to gather like-minded fans even if it makes them
remain a cult phenomenon, but not compromising on the extreme eccentricity and wackiness of their underground music. Adil Omar, who describes his music as "horrorcore, obscene, dark, extreme, angry and violent", different from mainstream rap for which he has contempt, calling it too "commercialized and materialistic," is one such artist right here in the federal capital.
 
"I don't blabber about money and clubs like the rappers today do. I stick to keeping most of my music raw and dirty," says Adil.

But now, another incredible phenomenon is in the making. Due to rampant illegal and some legal downloads of free music, the trends of the music industry have shifted so drastically, that even acclaimed artists in the west are realizing out of necessity rather than principle that music should be given out for free on the Internet. Due to this realization, an established Indie band (short for independent; artists not signed with any major recording label and thus outside the mainstream music scene) called The Crimea, has made a revolutionary move by giving out its second, self-financed album of 11 tracks, 'Secrets of the Witching Hour', for download entirely for free, hoping to generate money later on from tours, merchandising and licensing deals. Instead of crying about digital piracy and the subsequent drop in album sales, they are initiating what some are predicting to be a "music revolution."
 
Adil Omar says," I believe in giving out music for free. I don't think people should have to pay for good music all the time. I'd prefer to make money off selling merchandise, doing collaborations, and touring instead." Once he reaches the acclaimed status that is.

The experiment of making money from tours instead of album sales after gaining recognition through the all-powerful Internet is a pipe dream in Pakistan, because firstly, not everyone has access to digital music, and secondly, it would only work for highly established acts, not real underground artists like Adil Omar.
 

Sarmad Ghafoor, a well-known music producer and guitarist, feels that a lack of intermediaries out here has resulted in a situation in which underground bands with considerable fan following haven't been able to arrange a respectable number of gigs. He gives the example of the band Mizraab, of which he is a huge fan, and which has numerous fans in Islamabad as well. Yet, it hasn't had a single gig here because there are no event managers who focus specifically on unsigned bands. Most concerts are either corporate concerts or heavily corporate-sponsored concerts which aim for an audience of 50,000 rather than 1000, even though a cult market is still a market, with a potential of its own, he says.

Adil Omar has been writing since he was ten and has recorded up to a 100 songs in a studio he set up himself.

"I rap about everything you see in Wes Craven and Tarantino films. Death, destruction, brutality, and horror. I'm an entertainer. I aim to shock. I aim to offend. And it's a healthy way to express emotions rather than acting it out," he says.

His most famous raps, generating the most downloads, are 'Stomped & Defeated', 'Eradicate' and 'Retaliation'. He has even worked with a few famous rappers such as Twiztid and The Insane Clown Posse, "primarily known for their public feud with Eminem a few years ago", says Adil.

"A person in their management approached me and my rap-friend B-Leave. He asked us to spit verses on an unreleased project of theirs which they might put out in the future, so he emailed us the song and we sent it back after we recorded it. We're in touch on and off."

He says his fans, within the age group of 13 and 25 are mostly outside Pakistan, and are either into death metal, which has the same content as his music, or underground rap, which he distinguishes from mainstream rap by linking the former with skill and creativity and the latter with marketability.

What is surprising is that he gets inspiration from rock bands like Marilyn Manson and the Nine Inch Nails and even plans to set up his own rock/metal/rap band when he completes his education. Most people who are heavily into rap seem to have extreme contempt for rock.

Rizwan Chaudhary, a 20-year-old American citizen, who was born and bred in Brooklyn, New York, and is currently studying in Pakistan, is heavily into rap, and demonstrates just that.

"I bang with rap cuz it's the best way to express how I feel. The rap game is all about being on top and destroy any niggaz career whose tryin' to limit your digits. Its either you on top or get knocked," explains Rizwan with a heavy 'gangsta' accent.

"As far as rock goes, I don't wanna hear that sh-- around me," he adds with a chuckle.
But Adil feels that good music is good music, and he finds it highly stupid when rappers cannot seem to admire anything good if it isn't hip hop.

What is a future like for an angry rapper also into hardcore rock? In his own words, not anywhere near Pakistan.

He feels his music has no scope here, and despite all the hard work he puts in, it will never be taken seriously. Consequently, he has plans of flying off to the States and forming his own indie label because there is a huge demand for his kind of music out there.

And there are other aspirations too. "I see myself in the field of media and entertainment, releasing my own albums, making films, being single and enjoying myself, touring with a band, signing young talent, writing and selling hit pop tracks to singers who can't write their own stuff, probably acting too," he says.
Though Adil Omar has lived in Islamabad all his life, he has successfully formed a cult association, courtesy the Internet, with like-minded musicians and fans from all over the world, who only listen to his raw, explicit material with glee, rendering his nationality and ethnicity totally irrelevant. He will use this gained recognition when he tries to set something up in the States after he finishes his education.

The internet seems to have changed the rules of the game for musicians, to the extent of making established bands in the West like The Crimea take the first leap of acknowledgment. It remains to be seen if and when such an acknowledgement will reach Pakistan and how it will hit our developing music industry.