It isn’t on daily basis once we hear of a music motion that goals to deliver disco again. However that’s precisely what Zoe Viccaji’s new single, ‘Jaanay Do’ has managed to realize.
Arresting visuals that embrace an entire reinvention of the artist we all know as Zoe Viccaji, a beautiful, retro-sounding funk quantity that’s celebratory, exceptionally groovy, and dare I say, quite a lot of enjoyable, and a music marketing campaign that’s not possible to overlook, this triumphant return of Zoe is the victory of a music scene that continues to problem preconceived notions.
The music in query is known as ‘Jaanay Do’, and it opens like a mellow digital dream and slowly and intentionally expands its sounds as parts of funk, soul, and dance seep by means of. A throwback to the fantastic heydays of disco and Donna Summer time, it’s a music with soul and dancing legs. This can be a slick music manufacturing that takes Zoe’s musical strengths, her love and aptitude for jazz and soul and presents it in a style that’s beguiling and spectacular. Mubashir Admani deserves a spherical of applause for producing a music that captures not simply the singer-songwriter that’s Zoe but in addition her robust efficiency aspect. You may hear it within the music in the event you hear carefully. At 4 minutes and 11 seconds, the music has varied layers that unravel as you give it one other hear and one other.
The temper of the music is matched by the phrases and all of it comes collectively in full concord. It tells you to let go, of resentment, of previous errors, of the heartache however with out hints of darkness. In some methods, this music is introspective however is offered in a style that makes you see the sunshine on the finish of the tunnel, so to talk.
In some methods, the music brings to thoughts one Nazia Hassan and the anthem known as ‘Disco Deewane’. After Nazia Hassan’s premature and heartbreaking loss of life, the void of music that she left behind couldn’t be stuffed. Nobody has even come near her aptitude for rhythm and music that was forward of its time. With ‘Jaanay Do’, the retro sound that made music buffs in South Asia fall in love, and appeared to have been misplaced endlessly, is staging a comeback. No, Zoe will not be Nazia Hassan. However for the primary time in a very long time, a music has appeared that makes you fall in love with it, immediately and takes on a style that hasn’t gotten previous Nazia’s monumental musical legacy.
Shared musical panorama
We reside in a time when negativity, loss of life, mayhem, intolerance and hate make up our headlines and proceed to hang-out us in methods which can be indescribable. It’s laborious to articulate our lack of celebration that’s marred by guilt, trauma and chaos. Add this to the truth that within the age of web, trolls and immense social media scrutiny that’s unforgivably merciless, it’s tough to face out as an artist. It’s not sufficient to create good music. You additionally must discover a approach to promote it. Artists, particularly those that hail from the indie and different aspect of music, host their very own gigs and cope with a myriad of points when they need to be allowed to focus strictly on the music.
That is the place the position and significance of Salt Arts (based by Raania Azam Khan Durrani and Junaid Khan), the staff behind the music, can’t be diminished. From Zoe’s hanging look within the photographs that accompanied this video to the sound of the music and the social media marketing campaign that helped in bringing this music to the highlight and to as many listeners as potential, it’s Salt Arts’ crew who had the imaginative and prescient that made it occur.
“Our staff labored with Zoe to visually and conceptually handle the discharge of her new observe, together with creating her new look, and re-emergence as a multi-faceted, mid-career artist from Pakistan,” mentioned the press launch.
And in the event you take a look at the music, that’s precisely what they’ve performed. That is additionally the identical staff that gave Karachi a phenomenal evening of music after they launched the Salt Shaker Collection and curated a night of reside music with the underrated music supergroup, Sounds of Kolachi, final month.
For followers of the humanities, the nice information right here is that Salt Arts is right here to remain. The new single from Zoe is a part of a Disco EP that’s within the pipeline. To mark the comeback of disco fever, Salt Arts can be curating a musical gig starring Zoe Viccaji, the second from this staff of inventive visionaries, set to happen subsequent month in Karachi. Bravo.
Zoe Viccaji and Mubashir Admani