Breaking out in the early 2000s with Jal, Gohar went on to shape film, television, and pop music as a composer and producer, changing with the industry while continuing to soundtrack some of the biggest moments.
Synergyzer: How do you think Pakistan’s music ecosystem has evolved? And what do you see as the fundamental structural weaknesses that have never been resolved?
Gohar Mumtaz: Having been in this industry for over two decades, I feel we are still figuring out proper marketing strategies for artists, especially when we compare ourselves with what’s happening globally and even within the region.
Earlier, this structure was very straightforward. We made a song or a video, and gave it to the TV channels. There were only a few music channels, and people actively watched them. Everything was visible, noticeable, and centralised.
Now, making music and being creative is only one part of the process. Marketing has become just as important and much more complex. Proper strategies, marketing teams, social media placements, ads, digital campaigns, and a lot of online interviews, which we never used to do before, are now essential.
For the past couple of years, people have even asked me whether I have stopped doing music, and I always say no. I’ve been doing concerts, releasing new music and videos, but the difference is that we’re not marketing it properly. That visibility gap creates the illusion that nothing is happening.
Working with international labels has shown me how structured their approach is. They invest more in marketing than in making massive, expensive videos. Earlier, we would spend huge amounts on production; now the smarter approach is to spend on distribution, visibility, and placement.
Newer artists understand this very well. They are smarter than us in that sense and are thinking strategically about reach, platforms, and positioning. Today, everything is on social media and streaming. Attention spans are shorter; people give you 20 seconds and move on. Songs are shorter, arrangements are changing, and everything is faster.
So yes, tools are available, but we need to catch up structurally. Artists need to tie up with proper labels and adopt long-term strategies. Otherwise, just making music isn’t enough to make an impact anymore.
Synergyzer: You have ventured into acting after establishing yourself in music. Was acting something you always wanted to do, or did the opportunity arise unexpectedly?
Gohar Mumtaz: I never really wanted to be an actor; music has always been my first love. Acting happened very organically. Some opportunities came my way, friends encouraged me, and I decided to try it.
I am not doing multiple projects every year because music remains my priority. I did a film called Abhi, which was released last year on HUM TV, starring Kubra Khan. It was a passion project for me because it was deeply connected to music.
The story was about a Kashmiri boy coming to Lahore and navigating life through music. I composed the entire album, worked with Rahat Fateh Ali Khan as well as other singers, Shoaib Mansoor wrote one of the songs, and the Leo Twins were involved as well.
Again, even when I act, music remains central. If something genuinely interesting comes along, I’ll do it. Otherwise, my focus stays on music, especially right now. I just released a new song and music video called ‘Heartless’. I have been experimenting, so it is super Gen Z, super fun and very different from what I usually do.
Synergyzer: Looking back on the trajectory of your career, is there anything you wish had been done differently?
Gohar Mumtaz: When we began, we were kids. I was 18, the others were 17. We weren’t thinking about money or strategy, but just making music.
We were lucky because songs like Aadat, Woh Lamhe, and Dil Haaray Pukaray became huge hits. And didn’t struggle in the conventional sense. Yes, there were changes within the band, but overall, the journey has been incredibly smooth.
We toured internationally, won awards, did branding campaigns, everything a musician dreams of, happened to us. Of course, maybe we could have been part of more major campaigns or structured things differently, but I genuinely have no regrets. It has been a beautiful journey, and I wouldn’t change anything.
Synergyzer: What part of it did you enjoy the most: performing, singing, or creating?
Gohar Mumtaz: The studio is a completely different world. When I’m creating, I can sit for seven or eight hours without noticing time passing. It’s just me, the music, and the instruments. The process is very immersive and very magical, but then the stage. That energy, when people are waiting for you, singing along, giving you love, that is another kind of high. Both are beautiful in their own way.
Synergyzer: How can brands and marketers improve how they use music to connect with audiences? What works, and what doesn’t?
Gohar Mumtaz: Brands often try to predict what will become a hit, but music doesn’t always work that way. I’ll give you an example.
We did a Cornetto campaign with Unilever and composed a song called Chalte Chalte. Initially, they weren’t sure about it and asked for another version. I told them to trust the song, and it became a huge hit in both Pakistan and India, and they sold a lot of ice cream through it.
When musicians work with brands, the melody has to be simple, honest, and natural. The problem arises when brands interfere too much creatively. Then the song loses its soul.
The ideal relationship is trust: artists create, brands market. When both sides respect each other’s roles, the results are far better.
Synergyzer: You emerged during a time when music channels and corporate platforms were booming. How did that shape your early success?
Gohar Mumtaz: Timing played a big role. Music channels were launching, people were watching television, and there was no social media or YouTube yet. So when our songs came out, they had immediate visibility and reach. That media ecosystem helped Jal grow very quickly.
Synergyzer: What would have changed if your career had begun in today’s algorithm-driven world?
Gohar Mumtaz: I probably would have released music more frequently to keep up with the algorithm. But I still believe good songs find their way. Songs like Kahani Suno 2.0 or Pal Pal became hits without chasing trends.
Technology today is incredible; I can make a song in 30 minutes if I want to, but creativity still takes time. Some people rely too much on software and tuning, and then struggle to perform live.
That said, there are many genuinely talented artists today. Bands like Bayaan are doing great work. Creativity hasn’t disappeared; the environment has just changed.
