A quick recap
Uth Records, the new music reality show, is really something. One blogger compared the new show to Pakistani fast bowlers, the analogy being we produce talented musicians and fast bowlers like no one’s business. I agree. But really, it’s much more than just music. Uth Records is the second coolest show in town. The first honour must go to Coke Studio for obvious reasons. For a debut show though, Uth Records has made its mark. With seasoned musicians Omran Shafique and Gumby as producers, Zeeshan Parwez as director, the show launched with aplomb at a time when the whole country, much like the rest of the world, was obsessed with cricket. The World Cup was on and Shahid Afridi was leading the men in green. But despite the cricket hoopla, Uth Records caught attention. And considering the fact that it’s a show that is not only about the youth but also features fresh, relatively unknown names, making a mark was a feat.
We were introduced to six new artists. Jumbo Jutt with their brand of rock, Yasir & Jawad (and their lead singer Wali) with the poetry of Ghani Khan, Usman Riaz with his flair for instruments, Natasha Ejaz with her silky smooth vocals, Ather Sani with his Bollywood-meets-classical style and RamLal with energetic punk. Alongside these talented youngsters, we also saw artists like Ali Noor, Taha Malik and Faraz Anwar. It was a good mix of musicians, playing with genres and guiding a whole new generation forward.
“That initial endorsement you get from collaborating with a seasoned artist, before the audience comes in, that’s important. And it was a factor behind doing some collaborations such as Faraz Anwar with Jumbo Jutt, etc. We could’ve easily done an acoustic version of Natasha’s song. But we brought in Taha Malik and tested Natasha’s versatility and it turned out great. Then there’s Usman Riaz, he’s such a talent. And he needed a song. He already had an album out with instrumentals so there was a need to do something different. And so Ali Noor came in,” says Uth Records co-producer Gumby about some of the unique collaborations we saw on the show.
Many have compared Uth Records to Coke Studio. But that is simply unfair. For one thing, the concept behind both shows is different. Coke Studio has been running on air for three years and will return with its fourth season this summer. Meanwhile Uth Records just concluded its first season. There really is no comparison between both shows except to say both are hugely important for the growth of the music industry.
Zeeshan Parwez, who directs both Coke Studio and Uth Records says, “Coke Studio is way too complicated in terms in shoots. You have to spend weeks to get everything sorted out from before because once you hit record, you cannot mess things up. Audio is the first priority so the whole video team is on full alert that the current take might be one to be selected for further processing. Also there are more cameras, assistants and the whole works. Adnan (Malik) and I have to manage a team of 40-50 people, so it’s no less than a commercial shoot.
Uth Records on the other hand is way too chilled out and we’ve made it that way. Since it’s reality television, it doesn’t matter much about the gloss and the “make over” treatments. Uth Records is three people with cameras documenting the whole process of song production and what happens in the studio. There have been times when one of our cameramen (Shahrukh Khurshid) would first make himself comfortable on a recliner sofa and then, start shooting a subject twenty feet away using a zoom lens. So it’s all very relaxed and a lot of fun I may add. The only thing about this is that you have to constantly stay focused and be filming, because you can always miss out small details or interesting things said by Gumby and the artists.”
The birth of Uth Records
There were many things that led to the creation of Uth Records. And it starts with its two producers, Omran and Gumby.
“Omran writes his own songs, he’s got that talent, I don’t. So I have to create something different. For me it was either I join the system or I do something completely different, setting new standards for myself,” says Gumby about the beginning of Uth Records. And continues, “The fact that there was a studio available. We recorded a bunch of people, a few things here and there. Taimur Tajik, some others. And that’s when it occurred to me that we’re just wasting time. We maybe recording for people but there was no outlet, no one will know. So that’s how the idea happened.”
And that was just the first step. Finalising on the concept of the show wasn’t easy either.
“”We threw out a lot of ideas. Will it be a competition, things like that. We didn’t want to create a one-hit wonder. Often singers can emulate other artists but they can’t write their own songs,” says Omran.
Another integral cog in the Uth Records machinery is director Zeeshan Parwez. Speaking about his initial involvement with the show, Zeeshan told Instep, “I was asked by Gumby to direct and construct a unique feel to the whole show. We made the pitch together to Ufone and they were very excited with this idea. I sent in a visual draft to everybody that the show is going to be something like this. And it got approved by everybody.”
Once the idea was set in place, the producers invited the youth to come and apply via their website. And many applied. That’s what sets Uth Records apart from everything else on television. It is primarily a show where unknown youngsters, eager to play, get a chance to actually play and learn the tricks of the music business.
“There was a huge vetting process. When Yasir & Jawad applied, they had sent us a YouTube link to an instrumental folk song. When they came in, they had Wali with them and we were completely surprised. So it was complicated. One guy hung up on us,” reminisces Omran.
But a certain standard has to be met before anyone can qualify for a shot at Uth Records.
“This is the standard and if you have it, send us your demo. Because the show is not about quantity. It’s about quality. That was the message we were giving to people. A lot of people applied and many were upset that they didn’t get selected. Omran and my words were very clear, ‘If we like the demo, we’ll call you’. Some honestly thought that Uth Records is some kind of competition. And that’s because that’s what every other brand is trying to do, create competition. But it’s not. And the other thing we are conscious of is to make sure that we don’t create a one-hit wonder,” says Gumby.
“The idea isn’t to come up with a number one song. The idea is to do justice to the artist,” Omran chips in.
For the producers though, the show is not about them. It’s about the youngsters. Throughout the episodes, the focus stays on the artists featured with Gumby and Omran thrown in the mix, making it a complete balancing act.
“The show is not about us. It’s about the artists. We are just facilitating the production side of things and the instrumentation side of things. We’re keeping in mind what they want. Yasir & Jawad and RamLal are two biggest hits. We didn’t make it. That sound is theirs. We just facilitated the process. The rights for the song are with the artist,” says Omran.
Speak of the artists and one can’t help but open the argument with Yasir & Jawad’s ‘Reidi Gul’. The song from the folk rock band from Peshawar is fast gaining cult status, thanks to Wali’s haunting vocals, and the brilliant production.
“”Omran, me and Zeeshan have managed to create a star with Yasir & Jawad. Wali (their vocalist) comes from Orakzai Agency. It’s a very conservative place. And yet as soon as their song aired, we were getting calls from all over the place,” says Gumby proudly about the trio from Peshawar.
And with Uth Records, it’s become clear that alliance with corporate sponsorships isn’t necessarily a bad thing as it’s made out to be. It doesn’t mean selling out.
“We don’t have a functioning music industry in this country, yet Pakistani music is proving itself on all levels. Record labels are doing absolutely nothing to promote artists in this country so its sponsorships at the end of the day that make sure music is delivered in forms of concerts, videos and shows. At the same time corporations also have a moral responsibility not to distort the original art of the artist or band they sponsor,” says Zeeshan Parwez.
And it must be said that despite newbie artists, the show created six individual sounds and it was a sheer joy to watch.
“”Everyone is focused on selling it. These kids were focused on getting their music out. That is the difference. RamLal were whacked out; Ather Sani was completely serious and all about what he wants to do; Natasha was very vibrant and she was all about the arts; Yasir & Jawad were the most interesting, they had never been to Karachi. All those factors added to the show,” says Gumby.
And it must be said that the timing of Uth Records couldn’t be better. Musicians are frustrated with the lack of infrastructure and limited funds within the industry. At a time when seasoned musicians are looking at alternative avenues, the youth desperately needs a platform to showcase their talent. And that’s where Uth Records becomes such an important show.
Director Zeeshan Parwez agrees and says, “A show like Uth Records is very important because we need to keep the youth engaged constantly in different activities. There is so much talent out there that is being wasted because they are deprived of directions to follow. There should be a Uth Records sort of a show for every field. We were actually sure that we’d receive a lot of demos because there are a lot of aspiring young musicians who would want to associate themselves with a professional platform.”
And it must be said that Uth Records, despite being a corporate-sponsored show, is doing well. And part of it has to do with Coke Studio.
“Uth Records wouldn’t have happened if Coke Studio hadn’t happened,” says Gumby. What Coke Studio did was prove that despite sponsorship, a show can work. It also gave others insight into how links between corporations and entertainment business can be formed. Once the show proved to be a success, it became clear to the public, the press and corporations that investment in music, if done right, can really shake things up. And that’s what Coke Studio did; it shook the industry and brought music back to the limelight. Now with the success of Coke Studio, all eyes are on Uth Records to repeat the success of being just as consistent.
All said and done, one can only say that Uth Records is a welcome addition to the music and telly industry. With plans for a second season in the pipeline, it is here to stay.
|
