Spotify has appointed dance-pop artist Neha Karim Ullah as the EQUAL Pakistan Ambassador for the first quarter of 2026, positioning her among a new wave of musicians shaping Pakistan’s contemporary music landscape. As part of this initiative, Neha appeared on Spotify’s Times Square billboard in New York City and was featured across several curated playlists.
Neha’s music blends electronic, dance-forward production with emotionally grounded storytelling. Her featured track, “Aao Toh Zara,” has garnered attention for its modern sound and narrative approach, contributing to a growing listener base within Pakistan and internationally.
Spotify data shows her audience spans multiple regions including the United States, Bangladesh, the United Kingdom, Canada, and the UAE. Millennials and Gen Z account for 85% of her listenership, reflecting alignment with current youth-driven trends in music consumption.
Within the dance-pop genre, Neha’s catalog demonstrates versatility and adaptability. Tracks like “Modern Day Witch Trial (Mdwt),” “Deewanay,” and “Na Karoon” showcase a range from high-energy production to more reflective moments. Her releases collectively point towards a consistent sonic identity that integrates movement with introspection.
Neha expressed her appreciation for the initiative: “Spotify EQUAL Pakistan is one of the most incredible initiatives we have in supporting women in music. It creates real visibility, gives our stories platforms, and celebrates our voices in a powerful and overdue manner.”
Rutaba Yaqub, Spotify’s Artist & Label Partnerships Manager for Pakistan and UAE, praised Neha’s work: “Neha Karim Ullah is a fresh voice in Pakistan’s music scene. Her diversity feels both authentic and necessary. Through EQUAL Pakistan, we support women at every stage of their journey, and her feature reflects our commitment to amplifying emerging voices onto the global stage.”
Spotify’s EQUAL Pakistan initiative aims to increase visibility and access for women artists within Pakistan’s music industry. Neha Karim Ullah’s selection as Q1 2026 ambassador aligns with the platform’s ongoing focus on representation.