“We get approached by a lot of young, aspiring, talented musicians who want to know what they can do to get their music out,” said Omran ‘Momo’ Shafique at the launch of Uth Records, “Before, I didn’t know what to tell them.” Omran, along with Louis J. ‘Gumby’ Pinto and Zeeshan Parwez held a press conference announcing their initiative to help bring young, undiscovered talent out into the limelight through a venture titled Uth Records in collaboration with a local cellular company. Omran and Gumby are the official producers of the music show which will be directed by Zeeshan Parwez and is due to go on air across all major television networks sometime this month.

Musicians Omran and Louis set up their studio in Karachi not so long ago, with the intent of producing not only their own music but also provide a platform for those deserving individuals who wanted to have their music produced but didn’t know where to go. They announced on an online space that they were interested in receiving demos from aspiring musicians and were overwhelmed by the response. “We were getting demos that were pretty good,” added Louis, “the quality of the musicianship was very good.”

The idea was that once shortlisted, the chosen music act would not only receive mentoring from two of the most prominent musicians in the Pakistani industry, but that their journey from underground artistes to their evolution into musicians with a record (so to speak) would be documented and broadcast in a music show called Uth Records.

Zeeshan Parwez was flown in to direct the show. He is also the director of the globally-renown show, Coke Studio, from its second season to date. “This will introduce a new breed of Pakistani musicians,” said Zeeshan, “they will get their songs recorded in a professional studio.”

The documentary will be shot exclusively at Omran and Louis’s studio. A promo depicting Omran enthusiastically playing his guitar in front of a backdrop of Karachi buildings and street traffic was shown as well. “If you are talented enough,” reaffirmed Omran, “you will get your voice heard.”