Analytic Dreamz: Notorious Mass Effect - "ANNURAL KHALID & MAANU - JHOL"

Episode Date: May 9, 2025

Linktree: https://linktr.ee/AnalyticBecome A Patron Of The Notorious Mass Effect Podcast For Additional Bonus Audio And Visual Content For All Things Nme! Join Our Patreon Here: https://ow.ly/oPsc50VBOuHIn this segment of Notorious Mass Effect, Analytic Dreamz dives into the rise of Maanu and Annural Khalid, two Pakistani artists who captivated audiences with their Coke Studio Pakistan, Season 15 hit “Jhol.” Maanu, a Lahore-based hip-hop artist, blends rap, EDM, and R&B, while Islamabad’s Annural Khalid shines with soulful Punjabi vocals. Released in June 2024, “Jhol,” a soulful Urdu duet produced by Xulfi, explores love and longing, amassing over 30 million YouTube views and 50 million global streams. Analytic Dreamz breaks down its viral success, from topping Spotify Pakistan’s Viral 50 to a 20% stream spike after Coke Studio Live Dubai. With 800K+ Instagram Reels and a strong Indian fanbase, “Jhol” showcases cross-border appeal. Join Analytic Dreamz for an in-depth look at its cultural impact and sales milestones.Privacy & Opt-Out: https://redcircle.com/privacy

As far as getting into Manu and Honorable Khalid, one of the things that I really appreciate is how other artists in EDAM, as far as other genres outside of hip-hop, implements hip-hop into the musical creation process while also making it high quality. And of course, that's the case as far as these particular artists, as with Manu specifically, he, genre bins to the point where he is more specifically EDM but of course you could tell the hip-hop elements to the point where there's also R&B in the midst of it with him also giving lyrical content that's very top tier as far as when you think about the rap art so you already know that he's putting the effort forth as far as putting words together which is definitely something you will want if you're trying to imitate or emulate as far as the hip-hop sound but of course the other artist on this track as far as anerol ah anurul Khalid he basically has a lot of pop in his music and is more specified as erdu music and soulful Punjabi vocals so with that being said the main thing i wanted to get at is their track out now that's titled joel is he the joel or i think it's joel because the jay is first i don't i think

the h is silent is j h o l so i'm pretty sure is joe so with that being said uh this specific track was released under giraffe music under exclusive license to warner music south asia and the main thing i wanted to point out is that this track came out in 2024 and it's still the six most played music video globally as far as on youtube so when you get into music videos when you get into it also being produced by exofi uh zofi i think that's how you say it's like olfee and there's an x in front of it ain't gonna lie these these pronunciations i try my best but if i mess up you know what i'm saying hey but then you know what i'm saying i was like damn look at the state of hip hop like what's going so that being said the music video is also directed by jemal raman and then of course the monologue

is by the artist on the track as far as my new and whenever you're getting to the overall sentiments of love and just interactions with your significant other and having that emotional depth in your music, it will be able to translate for everybody in the world because at some point you have instances where it's romance or emotions involved to the point where after the fact, if you hear a track that you resonate with on that emotional level as far as making you think back to when you had that feeling emotionally, I think that's the best way to you to basically resonate with the audience and also have them be more in tune to your overall musical process because when it comes to having Punjabi and especially what I cover on notorious mass

effect I try to get into the tracks and the albums that impact the masses and this is no different as I already said this is the sixth most play music video in the world currently so when it comes to Pakistan and the way that it's been rising on the charts and Pakistan specifically it peaked the number three as far as on the viral 50 chart specifically for Pakistan and then when it comes to billboard overall it reached 18 on world digital song sales chart so obviously when it comes to this particular track it is going it is a phenomenal rollout and then of course when you come to actually having other things being considered as far as the impact on youtube being over 180 million in just 10 months that is an insane accomplishment to the point where you start to realize

that artists from other genres that incorporate hip hop into their music are starting to transcend not only edium not only Punjabi type music but also being able to elevate all brands considered as far as in a cross-genre process as far as having hip-hop edium and of course pop implemented with punjabi vocals so uh getting into the overall analytics is basically showcasing how this is a phenomenal track on the charts as far as pakistan being considered it's also the six most played music video in the world and then social media it has a lot of engagement but more specifically it used 800 plus 800,000 plus Instagram Reels as far as fueling organic discovery in sharing. So that is a different level of persistence when it comes to the marketing strategy.

So whenever you see that 85% of the total revenue is coming from social media is also showcasing how if you have musician wanted to be taken seriously, then you should probably start posting your music on every single platform, a social media platform. that you could handle so with that being said that's all i want to get into with this particular track so click my link share in my bio let me know one of my social media is what you think about mona new and Khalid with the latest track Joel and at the end of the day have you ever heard music out of pakistan specifically if you haven't will you be giving this track Joel a listen