Spotify has officially marked a decade of Fresh Finds, its globally celebrated initiative designed to uncover and promote new independent artists. Since its launch in 2015, Fresh Finds has helped nearly 70,000 musicians get discovered, playing a vital role in introducing unique sounds across genres to the world.
For Pakistani music lovers, the biggest highlight is the rise of local talent on Fresh Finds Pakistan — a playlist dedicated to showcasing the country’s emerging voices since late 2021. Among these, one name standing out in 2025 is Afusic, who has rapidly become a breakout success. Featured on the playlist cover just two months ago, Afusic now finds his music on major Spotify editorial playlists like Hot Hits Pakistan, Paka Hit Hai, and Desi Hits. His collaboration “Pal Pal” with Ali Soomro has even topped charts in multiple countries, showing the global appetite for new-age Pakistani sounds.
Spotify revealed that listenership for Fresh Finds Pakistan is heavily driven by the youth — with almost 80% of its listeners under the age of 35 and over 40% under 24. Year-over-year, Gen-Z engagement has skyrocketed by 172%, cementing Fresh Finds as a go-to destination for discovering trendsetting music.
Artists like AUR, Ali Soomro, Ali Raza, Ali & Shjr, and Zeeshan Ali have also risen through this platform, captivating audiences with fresh perspectives and genre-bending styles. Hip-hop and desi rap continue to dominate, with rap and hip-hop streams rising 55% and 50% respectively over the last three years. Desi hip-hop alone has seen a 41% growth in streaming, proving its staying power among Pakistani listeners and beyond.
Globally, the Fresh Finds Pakistan playlist continues to gather momentum, with top streaming countries including the US, Singapore, Australia, France, and Denmark. The platform’s algorithm-backed, editor-curated format ensures emerging artists get a shot at reaching worldwide ears.
As part of the 10-year celebration, Spotify has launched a special Fresh Finds anniversary playlist — a tribute to a decade of discovering talent and changing lives. It’s a reminder of how editorial curation, paired with community support, can help independent musicians like Afusic reach global stages.
