Junaid Khan calls for greater investment in independent music, diverse TV stories

In aconversationwith Atiqa Odho, Khan discussed his journey across music and acting, the emergence of independent musicians, the commercial priorities shaping television content and his aspirations to move into production. Khan believes Pakistan's music industry has enormous potential, particularly with the emergence of younger artists and the accessibility of digital platforms.

However, he feels the industry has not invested enough in creating independent opportunities for musicians. "Now music is played more on You. Tube so brands invest those into their dramas," he explained, pointing to the shift in how music is consumed and commercially supported.

"I think most of our channel heads invest music in drama because that is where the money is. If needed, they could have invested in a music channel," he added. He recalled how dedicated music channels once provided artists with an important platform before the availability of free Indian music and copyright-related challenges contributed to their decline.

For Khan, music should not have to depend on a drama's popularity to attract investment. Dedicated music channels, independent productions, music videos and live performances could give musicians more opportunities to build their careers. "The future of music in Pakistan is very bright," he said, adding, "There are so many artists, post-Spotify.

So many kids in our homes make music on their computers and now they have a free stream platform. "He is particularly encouraged by younger musicians experimenting with sounds and genres rather than limiting themselves to conventional styles.

"Kids these days make such good music and are very creative. There are different genres, not just classic," he said. Khan also praised Young Stunners and Hasan Raheem.

"Young Stunners are very good. Hasan Raheem is very interesting and has a good tone. There are many who are doing good and keep coming.

" He believes Pakistani music has also reached international audiences, while Karachi's concert culture has grown considerably since his early days performing live. His concerns about commercial investment extend to television, where he believes audience demographics have a considerable influence on the stories broadcasters choose to finance.

Khan acknowledged that television research points towards a predominantly female audience, which influences the industry's programming decisions. "TV is a female-centred audience, that is what research says. Women see it more," he said.

He explained that broadcasters tend to prioritise the larger audience segment rather than invest in content aimed at smaller demographics. While female-centred dramas have an established audience and an important place in Pakistani television, Khan's observations point to an opportunity to explore a wider range of experiences and genres.

Action, crime and thrillers, in particular, are areas he would like to see receive more attention. "I like action and crime. As a guy, that is where my interest lies despite it being difficult," he said.

Having spent considerable time in front of the camera, Khan is also interested in moving towards content creation and production. "I have produced a couple of my own music videos but want to start on television," he revealed.

His career across music and acting, however, was not necessarily the result of a carefully laid-out plan. Khan described himself as someone who has always needed to stay occupied, rather than someone who consciously set out to develop multiple talents.

"I have never thought of myself to be a man of multiple talents. I did not see talent that way. I always wanted to be doing something in life.

I hated being free. I want to keep myself occupied," he added. Recalling his college years, he said he was balancing education, employment and music.

"I was studying, working, and then going for jams later in the night. Then life went in a way where I stayed like that. There was never a time when I was just free.

"For Khan, music and acting have served different creative purposes. "Music for me was a mode of expression. With acting, I wanted to explore human scripts and minds.

How people do these things and how actors work. I was interested in that from the very beginning," he said. His interest in performance also extended to theatre.

When Odho suggested he would be suited to musical theatre, Khan agreed, recalling watching. Chicagoin Pakistan and attending Broadway productions in New York. "I salute actors in Pakistan working in theatre," he added.

Away from his professional commitments, Khan also discussed the importance of balancing work, fitness and family life. He has two children, aged 12 and seven, and makes a conscious effort to dedicate time to them.

"I make sure that I give certain times in the day to family such as dropping kids to school. I then start my day early, go to gym, and go to work. I try to work five days a week and take at least Saturday or Sunday off.

There should be balance in everything from fitness, work life, to family life," he said. He also spoke candidly about the challenges fame can bring to married life, particularly when an artist receives attention from fans.

"Salute to all the wives. Media wives are challenged by this. Even if they are aware if my man is next to me or close to me, they will always have that feeling that your partner is loved by others.

That is a thing to bear. "Khan believes maintaining a healthy relationship requires involving one's partner in professional life while also respecting personal boundaries. "I try to involve myself and also distance.

The plus and minus factor. Involve yourself but keep distance and don't let small issues make an impact," he said. He added that he makes a conscious effort to leave his on-screen persona behind when returning home, ensuring that the pressures and attention associated with fame do not affect his family.