FROM STREAMING TO PRODUCING

Launched in February 2015, Patari now boasts a library of 40,000 Pakistani songs and podcasts, and subscribers exceed half a million, said Chief Executive Khalid Bajwa.

Nearly 30 million of Pakistan's people use the internet, mainly on mobile telephones, says digital rights organisation Bytes for All.

Bajwa declined to discuss revenue, apart from saying the company was "self-sustaining", mostly by producing events for established firms such as drinks company Pepsi, consumer goods giant Unilever and Pakistani clothing brand Khaadi.

The company's latest initiative, Tabeer, or 'Dream Come True', pairs established artists with unknown musicians to produce six songs and music videos, completed on a budget of $15,000, and features on its app.

Patari exploited the fact that Pakistan's tiny pop music scene comprised a couple of "corporate branded shows" featuring the same artists every year, but excluded amateur musicians.

"We saw an inefficiency in the market, where you have all this talent, all this interest, but there is nothing bridging the two," said Chief Operating Officer Ahmer Naqvi.

The first two videos, featuring Abid Brohi, a rapper from remote Sibbi in southwestern Balochistan province, and 13-year-old tea vendor Jahangir Saleem, have drawn more than a million views, matching Coke Studio, Pakistan's premier music programme.

Another video features Nazar Gill, from the capital, Islamabad, who was one of the cleaning staff at an apartment building where Naqvi once lived.

One day, Gill knocked on Naqvi's door and asked to sing a song he had written.

"I sang my song for him and he liked it," recalled Gill, a member of the country's tiny Christian minority that prides itself on its musical tradition.

"He said, 'Nazar, I will not let your voice go to waste.'"