Economics
Big Brands Sponsor Raves in Pakistan to Attract Young Money
Coke, Telenor, and China Mobile want to reach new affluent consumers.
Bilal Brohi DJs an event called Infusion in Karachi in March.
Photographer: Chris Kay
Electronic dance music pulsates as revelers wave their arms in unison and colored spotlights crisscross the ceiling of a lakeside wedding hall. It’s Saturday night in Islamabad.
Armed guards stand at the entrance to the Elements Music Festival, an invitation-only affair sponsored by wireless carrier Zong. They frisk guests and sniff bottles for traces of alcohol, which is banned among the nation’s Muslim majority. Inside, local DJs Faisal Baig and Fuzzy Nocturnal play sets of bass-heavy, looping music that end Sunday morning to chants of “One more song!”