With a rampant music scene and numerous underground bands making their way into the mainstream music industry, few are likely to make a lasting impression on the listeners. Most underground bands create hype only for a short while and fade out with the advent of fresh faces.
At a time like this music videos are the best way to leave a mark with the audiences so that they remember the band and its musical creations in more detail.
After earning fame with Bandeya, Uth Jawana & Awari at the Nescafe Basement, ‘Soch’ The Band is no more an alien name for music lovers of Pakistan. Now the band is ready to earn some commercial success with their new music number ‘Hamesha’, which will be released by the end of this month.
The video is directed by Adnan Qazi, who is one of the most illustrious Pakistani fashion photographers working in London. Adnan has recently returned after completing a diploma in Film Making from the New York Film Academy and ‘Hamesha’ will be his debut as a filmmaker.
Talking about how his experience as a filmmaker is different from photography Adnan Qazi said, “Photography for me mainly is about making a single frame pretty, and trust me I know how to do that but filming I had to make sure that I produce 30 or 50 frames per second which are breathtakingly beautiful. That was a tough task, but once you’ve killed the COW you got to make a burger”
The video features Ali Shakeel and Kubra Khanum, who have already made a mark modeling at the Pakistan Fashion Week London. The styling has been done by renowned Fahad Hussyn while make up has been done by Ayesha Mubarak who has previously worked for many international projects. The video which is sponsored by UK based company Brain Thomas has been edited by Asim Khan.
Soch, the band, comprises of two very talented musicians, Adnan Dhool and Rabi Ahmed. The duo offers a unique, fresh and soulful approach to their earthy music. With Adnan Dhool at the helm, with his gritty vocals, complemented by Rabi Ahmed’s guitar rhythms and thought provoking lyrics, Soch takes you on a journey, hitting on the harsh realities of life.
The band is managed by the very famous PMR (pakmediarevolution.net), and its first album is under production at the Xth harmonic studios by Xulfi who has already produced hit albums like Aadat by Jal, Jilawatan by Call, Laaree Chootee for Ek Chaliss Ki Last Local, Dharkay Jia for Aloo Chaat and many more.