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Exploring the Depths of Qawwali Tradition
Qawwali Journeys
About our Director - Zheer Amin
Director of Qawwali Now – A Visionary Leader and Devoted Qawwali Artist
Zheer Amin is a dynamic figure in the world of Qawwali music, blending his deep-rooted passion for Qawwali with an entrepreneurial vision that transcends borders. As the director of “Qawwali Now,” a pioneering music company, Zheer Amin has made it his life’s mission to unearth hidden talents from the rural depths of Pakistan and beyond, bringing the soulful and traditional sounds of Qawwali to audiences across Europe, the UK, and the world.
For over two decades, Zheer Amin has been both a performer and a leader in the field of Qawwali. As a lead singer, composer, writer, and frontman of his own Qawwali group, he has captivated audiences with his powerful performances, immersing listeners in the spiritual and emotional depth that only Qawwali can deliver. His expertise in the artform, honed over years of dedication, allows him to promote this beautiful form of music from groups in rural Pakistan.
Spiritual Roots and the Birth of “Qawwali Now”
Amin’s personal and spiritual journey is intricately connected to the sacred shrines of Noshah Ganj Baksh Ranmal Paak and Chambi Wale Sarkaar Sanghoi Shareef in Jehlum, Pakistan. These holy sites have long been centers where the devotional art of Qawwali thrives, performed by artists who seek to awaken the souls of those who listen. It was here that Amin’s vision for “Qawwali Now” was born, inspired by the desire to preserve and promote the true essence of this age-old art in a world that is rapidly shifting toward commercialization.
Zheer Amin believes that Qawwali is far more than music; it is a deeply spiritual experience. Each element of the performance — whether it be the poetic verses, the rhythmic pulse of the dholak and tabla, the emotive pull of the harmonium, or the soaring vocals of the lead artist — works in harmony to create an overwhelming sense of devotion. “Qawwali touches everyone in different ways,” Amin explains, “some are moved by the poetry, others by the rhythm, some by the vocal power or the chorus. There’s something for everyone to love in Qawwali.”
A Mission to Revive Tradition and Unearth Hidden Talent
Under Zheer Amin’s leadership, “Qawwali Now” has become a movement, not just a music company. His mission is twofold: to revive the ancient, classical form of Qawwali that has been overshadowed by modern, commercialized interpretations and to spotlight the incredible talent hidden in the rural villages of Pakistan, far away from the urban centers and the influence of technology.
“Being a performer, writer, and composer myself, I know how important it is to bring new talent to the scene,” Amin says. “There is so much Qawwali talent scattered across the villages of Pakistan, places where artists don’t have the means to promote themselves because they lack basic amenities like the internet, electricity, or even mobile phones. But their talent is just as great, if not greater, than the artists in the cities who have access to everything. That’s where I come in.”
With “Qawwali Now,” Amin is committed to giving these village artists a platform to showcase their incredible abilities to the world. His goal is to provide them with the opportunities they otherwise wouldn’t have, allowing their art to flourish and reach international audiences.
A Global Vision Rooted in Tradition
Zheer Amin’s work is grounded in the belief that the world deserves to experience the beauty and power of authentic Qawwali. He sees his role as not only promoting established Qawwali stars but also bridging the gap between the undiscovered talents of Pakistan’s rural heartlands and the global stage. “Everyone knows the legendary Nusrat Fateh Ali Khan, who has put Pakistan on the map when it comes to Qawwali. But there are so many other gifted artists in the villages of Pakistan that no one knows about yet. Their work is of the highest level and deserves to be heard and seen by the wider world. ‘Qawwali Now’ is here to make that happen.”
By promoting traditional Qawwali and offering new voices the opportunity to shine, Zheer Amin is committed to keeping the soul of Qawwali alive, ensuring that it thrives in today’s modern world without losing its authentic roots. As he continues to lead “Qawwali Now,” Amin’s focus remains on staying true to the spiritual and cultural heritage of Qawwali, even while embracing modern platforms to promote this ancient art form.
A Leader with a Heart for Social Impact
Amin’s work with “Qawwali Now” goes beyond music. His initiative is also about social empowerment and cultural preservation. He is giving a voice to the voiceless, providing artists from underserved communities with the chance to share their gifts with the world. His leadership represents a fusion of entrepreneurship, artistry, and philanthropy.
“We will work with famous names in Qawwali,” Amin explains, “but our true focus and main agenda is to give an equal opportunity to those whose voices have not been heard yet.”
As he continues to build “Qawwali Now” into a global platform for traditional Qawwali, Zheer Amin’s work is setting a new standard in the music industry — one that prioritizes cultural authenticity, artistic integrity, and the discovery of new talent. His journey is not only a personal triumph but a celebration of Pakistan’s rich Qawwali heritage, ensuring that its magic endures for generations to come.
Watch This Space: The Future of Qawwali
As he moves forward with this powerful mission, Zheer Amin invites the world to “watch this space” as he continues to shine a light on the hidden treasures of Qawwali. His journey is far from over, and with “Qawwali Now,” the world can expect to witness the revival of a timeless tradition, presented in its purest, most captivating form.