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    Honesty, Determination and Music - Ideals of Aspiring Singer Altamash Sever

    Singer Altamash Sever

    Written by: Sadeem Shaikh
    Posted on: May 15, 2015 | | 中文

    The team from Nescafe Basement II

    It is surprising to see a celebrity excited about the prospect of an interview, contrary to conventional norms. This comes as a surprise because the genuineness of casual conversation has been tragically lost amongst popular musicians in Pakistan, as most pursue music simply for the money, fame and success that come with it. In fact, Altamash Sever, a vocalist for the popular music series Nescafe Basement, always makes it a point to welcome his interviewer by standing outside his house in the Cavalry Ground area of Lahore. Altamash’s name rings a bell in many young hearts and minds, as his raw and raspy voice transcends all aural aesthetic limits, and is thus hard to miss.

    Having been a part of the Nescafe family for almost two years now, Sever has demonstrated his vocal skills in various songs, most recently in exquisite renditions of 'Mr. Fraudiye' by Awaz, Nishaan’ by Noori and ‘Larger than Life’ by the Backstreet Boys. Nescafe’s reinterpretation of the Backstreet Boys’ classic required a distinct, husky voice, and who better to serve this role than Sever. A passionate musician ready to march under the rock and roll banner at any time, Sever has been a vital contribution to the show’s recent covers.                 

    Singer Altamash Sever

    Altamash Sever

    In the last few years, the Pakistani music industry has borne witness to a slow and painful demise: it now finds itself stuck in a limbo of inefficiency, neglect and disenchantment, yet eager to regain the fervor and prestige it so gladly owned in the late ‘90s and early 2000s. Rising entertainment taxes, political instability and musical intolerance are what most underground musicians cite as the defining causes of the dying gig scene in Pakistan. Altamash seeks to change this through his relentless passion for music, and believes that Nescafe Basement serves as an institutional remedy to this bleak scenario.

    Sever gets his artistic gene from his parents, who are both artists of sorts. However, his father’s interest in interior design and his mother’s fondness for painting clashes with Sever’s musical ambitions. He is currently enrolled in the Fine Art Department at the National College of Business Administration and Economics (NCBA & E), and is looking to apply at the National College of Arts (NCA) once his drawing improves.  

    That notwithstanding, Sever has not let his other commitments get in the way of his real passion. Having been a popular vocalist for bands such as Keeray Makoray and Saya, he was long known in the underground rock scene before he joined the Nescafe team. He attributes his interest in progressive rock and heavy metal to childhood recollections of western musicians and bands such as Pink Floyd, Freddy Mercury and Ozzy Osbourne. Sever was in fact a guitarist before he began exploring his vocal capabilities, and eventually joined the second season of Nescafe Basement on a friend’s referral, soon thereafter making a prominent mark on the show. He distinctly recalls performing Badshah by Sikander ka Mandar, an underground alternative rock band, for his audition in front of Xulfi, the mastermind behind Nescafe.

    In hindsight, Sever concurs that he made a wise choice by sidelining his skepticism over joining the Nescafe team on the possible grounds of it being a mere “commercial hub”. “Nescafe is like a family – it promotes a friendly environment where people get to know each other and widen their exposure to music”, Sever exclaimed while retrieving fond memories of his time there. He added that, thanks to Nescafe, numerous eastern musicians have also made it to the big stage in Pakistan.

    Singer Altamash Sever

    Altamash with members of his band 'Keeray Makoray'

    Sever was also keen on objecting to the monopolization of Pakistani music by a handful of artists, who are driven by the quest for fame, recognition and money. For the 22-year-old, music knows no bounds, and is the only thing that truly sets him free. “It is like an expression for me – whatever I do is based on the grounds that it might also have some impact on the wider community”, said Sever. However, many new artists do not appreciate this aspect of music, and are straying along dangerous paths in the business by ripping off the very authenticity that music is supposed to guarantee. In a degrading environment where albums are being replaced by commercial singles, people need to be reminded of the once-flourishing industry by evoking in them unfeigned emotions through music. All hope is not lost, however. Sever recognizes that projects such as Coke Studio and Nescafe Basement aspire to embark on this much-needed, transformational journey to downplay the hierarchal and exclusionary tendencies of Pakistan’s current music scene.

    Drawing parallels between Nescafe Basement and Coke Studio, Sever explains how the former restricts performances to covers of popular artists and bands such as Sajjad Ali, Noori and Jal, whereas the latter goes a step further by creating its own music. However, it makes little sense to compare the two projects, as they were meant to address different themes. What sets apart initiatives such as Nescafe and Coke Studio is the simple fact that the performers work from the heart, experiment with different genres of music along the way, and do not expect any fame or recognition out of it. This is perhaps the very reason why they have generated such a large following: people appreciate the genuineness in their music.  

    Such are the circumstances that ground not just Altamash, but many similar aspiring underground musicians in Pakistan today. These brilliant minds are often unable to reach their potential due to societal norms, which dictate a conventional and rigid approach to success. Sever finds a positive force in music and arts, and tries to re-imagine the world in a different, brighter light through his vocals.


    As the new year begins, let us also start anew. I’m delighted to extend, on behalf of the Embassy of the People’s Republic of China in the Islamic Republic of Pakistan and in my own name, new year’s greeting and sincere wishes to YOULIN magazine’s staff and readers.

    Only in hard times can courage and perseverance be manifested. Only with courage can we live to the fullest. 2020 was an extraordinary year. Confronted by the COVID-19 pandemic, China and Pakistan supported each other and took on the challenge in solidarity. The ironclad China-Pakistan friendship grew stronger as time went by. The China Pakistan Economic Corridor projects advanced steadily in difficult times, become a standard-bearer project of the Belt and Road Initiative in balancing pandemic prevention and project achievement. The handling capacity of the Gwadar Port has continued to rise and Afghanistan transit trade through the port has officially been launched. The Karakoram Highway Phase II upgrade project is fully open to traffic. The Lahore Orange Line project has been put into operation. The construction of Matiari-Lahore HVDC project was fully completed. A batch of green and clean energy projects, such as the Kohala and Azad Pattan hydropower plants have been substantially promoted. Development agreement for the Rashakai SEZ has been signed. The China-Pakistan Community of Shared Future has become closer and closer.

    Reviewing the past and looking to the future, we are confident to write a brilliant new chapter. The year 2021 is the 100th birthday of the Communist Party of China (CPC) and the 70th anniversary of the establishment of diplomatic relations between China and Pakistan. The 100-year journey of CPC surges forward with great momentum and China-Pakistan relationship has flourished in the past 70 years. Standing at a new historic point, China is willing to work together with Pakistan to further implement the consensus reached by the leaders of the two countries, connect the CPEC cooperation with the vision of the “Naya Pakistan”, promote the long-term development of the China-Pakistan All-weather Strategic Cooperative Partnership with love, dedication and commitment. Mohammad Ali Jinnah, the founding father of Pakistan said, “We are going through fire. The sunshine has yet to come.” Yes, Pakistan’s best days are ahead, China will stand with Pakistan firmly all the way.

    YOULIN magazine is dedicated to promoting cultural exchanges between China and Pakistan and is a window for Pakistani friends to learn about China, especially the Xinjiang Uygur Autonomous Region. It is hoped that with the joint efforts of China and Pakistan, YOULIN can listen more to the voices of readers in China and Pakistan, better play its role as a bridge to promote more effectively people-to-people bond.

    Last but not least, I would like to wish all the staff and readers of YOULIN a warm and prosper year in 2021.

    Nong Rong Ambassador Extraordinary and Plenipotentiary of
    The People’s Republic of China to the Islamic Republic of Pakistan
    January 2021