Some artists come on to the music scene with a bang. Their star bursts into the realm of music popularity and burns bright. They become superstars overnight. And then there are others that quietly and slowly make their way to carving a place for themselves in the music industry.

They don’t have a singular moment, or turning point, that defines their career. In fact, their musical journey is marked by a series of low-key but consistent moments that keep adding up into a substantial body of work. For their niche audiences, they are the industry’s best kept secret.

Singer, songwriter, music instructor and guitar player Safeer Jaffery is from the latter category. He might only be 30 years old but he’s already released a number of tracks to a decent amount of success, and has collaborated with quite a few artists, including the legendary and temperamental Ali Noor. He’s also been featured in Pepsi Battle of the Bands and has even won a Lux Style Award. It’s safe to say, he’s certainly arrived.

Icon sat down to have a conversation with the artist about his journey, his favourite collaborations and his advice for those considering going down a similar route…

How did your journey into music begin?

Safeer Jaffery: I started music in 2011 when I was in school. I started learning guitar first and then I discovered myself as a singer. When I was in college, I did a few competitions and [later] started doing different types of live performances in cafes, restaurants and wedding events.

Safeer Jaffery is the music industry’s best kept secret. He speaks to Icon about his musical journey, his inspirations and his plans for the future

What have been the major musical influences or inspirations in your life?

SJ: I am inspired by many artists, from both Western and Eastern cultures. [There’s] Bruno Mars, Micheal Jackson, Shawn Mendes, John Mayor, Atif Aslam, Ali Zafar, Junoon… they’re all my favourites and I’m inspired by all of them. From the older artists, I [greatly] admire Madam Noor Jehan, Nusrat Fateh Ali Khan sahib, A.R. Rehman and many more…

You’ve worked really hard to even get a little success in the industry. Do you think this industry is kind or welcoming to newcomers? Would you recommend this as a career to anyone else?

SJ: Yes, I worked really hard to get successful in this industry. And this industry is not an easy place, where you can come and just make your space. There are already so many people working here and some of them support you and some of them don’t. So, I wouldn’t recommend this profession to newcomers because it’s a hawai rozee [gamble] kind of thing. You can’t get success and recognition easily. So, for people to be successful in this career, they should have a separate income [revenue stream]... they can’t depend solely on this, as money comes so hard in this world. I would advise newcomers to only pursue this part-time with something else and have the right amount of money coming in every month.

Can you tell me about some of your favourite collaborations?

SJ: Yes, I’ve done quite a few collaborations in the past. My favourite collaboration was with Ali Noor for Strepsils Stereo, where I penned a song that I composed and sang with Ali Noor. It was a great experience working with the maestro.

There is another collaboration I’ve done with Javed Bashir sahib and Zain Zohaib called Shaan-i-Pakistan that I really like. I have two collaborations coming up — one with Feroz from Somewhat Super and Farasat Nazir.

What songs have you done that you’re personally very proud of?

SJ: I love all of my songs but, in particular, I want to mention Bullah that I performed in Pepsi Battle of the Bands in 2018. [Performing] Bullah was a life-changing moment for me. I’ve also completed my debut album called Future. I absolutely love all of the songs in it.

You do a lot of spiritual music or music that seems very rooted in tradition. The current trend in popular music is more towards electronic — does that bother you or what is your opinion of that?

SJ: I’m a very spiritual person and I’m spiritually connected with music as well. I’ve done a few spiritual numbers recently as well. We’re currently going through a different era in music. Everywhere there is electronic music and people are doing really well [in it] but, personally, I like live music as I [also] play guitars. I believe in real-time energy.

Compared to other artists, you seem to have kept a low social profile. Yet one can see online that you have been quietly working away for years. Can you tell me a little more about this approach?

SJ: Music doesn’t depend on social media platforms. Yes, it’s in trend right now. But Michael Jackson was not a social media artist. He was recognised worldwide before social media platforms [came about]. For me, it’s hard to do stuff every day for social media, to make it alive. A person like me does not have that much energy to do that every day. Because I am a very introvert kind of person, it’s really hard for me. You can’t also judge an artist from their number of viewers [or followers], because it’s a very different algorithm. And art is a very different thing.

I am happy for those who have large numbers of followers on their social media platforms but I don’t judge people based on it. I believe in art, not in numbers.

What artists or producers would you like to collaborate with?

SJ: I would love to collaborate again with Shuja Haider. I’ve done one project with him for the film Khel Khel Mein, for which I got the Lux Style Award for Best Song of the Year in 2022. It was a great learning experience, as he’s one of my favourite producers. Other than him, I’d love to collaborate with Ahsan Pervaiz Mehdi on more projects.

How did you end up writing/producing your latest song, Shirt? This is so different from some of your previous work!

SJ: When I started music, I didn’t know how to write and compose melodies, [as] I was a cover artist. Yes, Shirt has a very different kind of vibe. It has both aggression and reality, in a way. The idea behind this song is, I don’t care about anything anymore. I love my skin, I love who I am. I believe in myself. I can’t add fake glamour to myself anymore. I own my music and personality. Whatever everybody is doing is for a very short time. So, I own who I am and I’m proud of myself.

What are your plans for the future?

SJ: Honestly speaking, now I am completely into music for the rest of my life. I worked very hard to get recognition in this profession. It wasn’t easy for me or anything. Music was my past and it will be my future. I’m enjoying my journey. I love my profession and this is me. Safeer Jaffery — singer, songwriter and a live performer.

Published in Dawn, ICON, November 5th, 2023