Sabri sisters honoured on Times Square billboard in New York

KARACHI: The Sabri Sisters, custodians of one of Pakistan’s most celebrated qawwali traditions, have achieved another milestone by being featured on Spotify’s digital billboard in New York’s Times Square.

Sanam and Anamta Sabri appeared on the iconic billboard on June 17 as part of Spotify’s EQUAL programme, a global initiative dedicated to promoting women artists. Their inclusion places them among a growing list of Pakistani female musicians receiving international recognition through the platform.

Belonging to a family deeply rooted in South Asian qawwali, the sisters are the nieces of the late qawwal Amjad Sabri and descendants of the legendary Sabri Brothers, whose contributions played a pivotal role in shaping the genre across the region.

In a musical tradition historically dominated by men, the Sabri Sisters have distinguished themselves as one of the few female acts actively performing qawwali in the contemporary era. Their work blends classical Sufi poetry and devotional music with modern production techniques, enabling them to reach audiences beyond traditional qawwali circles.

The duo first captured widespread attention in 2017 with the release of a Persian-Punjabi manqabat dedicated to their late uncle, Amjad Sabri, a year after his passing. Since then, they have collaborated with leading artists and contributed to several television soundtracks, including the hit song 'Meri Zindagi Hai Tu' alongside Asim Azhar.

Spotify data shows that 'Meri Zindagi Hai Tu' remained on Pakistan’s Top 50 chart for over 30 weeks, making it the duo’s most-streamed track to date. The platform also noted that the sisters enjoy a significant international following, with the United States, the United Kingdom, and Bangladesh ranking among their largest overseas listener bases.

Their success also reflects changing music consumption trends. While qawwali and Sufi music have traditionally appealed to older generations, Spotify reports that nearly half of the Sabri Sisters’ audience falls within the 18–24 age group, indicating growing interest in the genre among younger listeners.

Reacting to the recognition, the sisters said being selected for Spotify’s EQUAL programme was especially meaningful, given that several renowned Pakistani artists had represented the country before them.

Their appearance in Times Square comes as Pakistani music continues to gain global exposure through streaming platforms, allowing artists grounded in traditional genres to connect with audiences around the world.

For those unfamiliar with their background, the Sabri Sisters—Anamta and Saman Sabri—are among Pakistan’s rising musical talents and are widely known as the nieces of the legendary qawwal Amjad Sabri.

They have earned acclaim for successfully merging traditional Sufi qawwali with contemporary mainstream music and have appeared on major platforms such as Coke Studio. Their song *Meri Zindagi Hai Tu*, created for the blockbuster Pakistani drama of the same name starring Hania Aamir and Bilal Abbas Khan, became a major hit.

The sisters also gained widespread recognition for their Coke Studio Season 15 performance of *Maghron La* with Rozeo, released in 2024.

Over the years, they have collaborated with prominent musicians including Farhan Saeed and Atif Aslam.

The announcement followed the duo’s confirmation on Instagram that they had partnered with Spotify as ambassadors for EQUAL Pakistan.

In a video shared on their social media accounts, the sisters highlighted the importance of the initiative, stating that platforms such as EQUAL Pakistan provide Pakistani artists with valuable international exposure and recognition.

They further shared that becoming part of the programme was a long-held aspiration and described the achievement as both surreal and exciting, particularly because iconic artists such as Abida Parveen and Sanam Marvi had previously represented Pakistan through the initiative.

Professionally, the Sabri Sisters are preparing for their debut UK tour in the summer of 2026, where they will present a fusion of traditional qawwali and contemporary melodies.

Produced by Qawwali World, the tour will begin on July 31 at the Royal Birmingham Conservatoire and conclude on August 2 at The Lowry in Manchester.

The duo has also performed internationally, including an appearance at New York City’s Le Poisson Rouge on October 18.

The Sabri Sisters belong to the renowned Sabri Gharana, the same musical lineage that produced the legendary Sabri Brothers—Haji Ghulam Farid Sabri and Maqbool Ahmed Sabri—who remain among the most influential qawwals in history. Known for their commitment to classical Sufi qawwali, the sisters continue to preserve the genre’s rich spiritual and devotional traditions while introducing it to a new generation of listeners.