Mariam Nihal Saudi Gazette ‘We all die. The goal isn't to live forever. It is to create something that will.' Let's just say, Atif lives the prophecy of these words. In person, this old soul in the face of youth, with utterable but nondescript vocal sounds, designed his vocable compass. It also acts as a prayer and an interlude. Thaumaturgical vocal aesthetics, mysticism and enrapturing chiaroscuro timber with his mode of voce chiusa flowing through the zone di passaggio, defeating every other prototype you may have come across. But what stirs this widespread idée fixe? Simple. Atif's voice delivers a message in a way that seems removed from everyday life. The record you listen to on a magical evening of pure nostalgia. He becomes the silence in between the words you thought and never said. A prayer in between hope and despair. When you can feel the anxiety in the pits of your stomach and know nothing could fill the void. Except, the sound of his voice. That resonates with every atom in motion. He is also this generation's tribute to the legends. When Atif was seen performing “Wish you were here” by Pink Floyd live with the American rock band Guns N' Roses, you could tell. Peter Gabriel, another icon, collaborated with Atif for a song he produced (for the movie The Reluctant Fundamentalist). He has also performed with Shaun Lenon, Lanny Cordola, Matt Sorum and Gilby Clarke internationally to name a few. Atif made his acting debut in commended filmmaker Shoaib Mansoor's film Bol. Stamped with the seal of perseverance, he downplays his existence at every point during the upcoming interview. During his last performance at World Trade Center in Dubai, Atif chose Saudi Gazette to speak with millions of his fans based around the Middle East. He speaks about new music, sensibilities of the Asian continent, rendezvous with Slash and Peter Gabriel and then depicts a picture only he could paint. But he has been gone for a while. When asked why, he stumps you: “I'm recording a new album which should be released by the end of this year. I have around 230 songs but I have to short-list them. 10 of them make it to the album.” Discussing the industry trends towards generating business models out of music, social media and technological tools, he seems unimpressed. Like nothing can faze him. The image of a “regular guy” he flaunts, starts daunting you every four seconds when you realize the young prodigy is a living legend. The kind of heritage your children will boast about, like their elite taste in music. “My parents keep me grounded. I've spent a lot of time on my own in my life and I've learnt the hard way. I've realized that there is no point making plans because it'll never end; you're never going to win the world. I thought at one point in time I am going to do that, but you can't. So I am just enjoying myself.” Talking about resonating with legends, he speaks like them too. “If you look at the legends lets say for example Yanni or Nusrat Fateh Ali Khan, Michael Jackson, I don't think they would do it. Or lets say, for example, Peter Gabriel. There is nothing to show off. They're focusing on their creativity, a different kind of album and what they want to do as opposed to what the market wants them to do.” The transition of the music industry has compromised on the story-telling concept of albums. He agrees. “Most of the songs I've written have painted a picture on how I have evolved, what I see in people, what inspires me. I think it has matured from then to now. People are definitely going to see it but it depends on whether they have time for it. For instance if you look for that element, you will get it right away. Today what we see is something else, whatever is being projected and being fed to us. We're so used to it that we don't want to respond to anything but that. We'll be putting out the singles because the business model has changed and a lot of people are expecting the album kind of record — the old sound of Atif.” He probably does not realize, but the analogies he draws are inherent and speak beyond the mindset and style of capitalism shaping up the current music industry. “It's very sad you cannot make a career out of music as a solo artist any more. Back in the old days, seven years ago everybody was producing music. Lahore was famous for it but that isn't the case now. I'm blessed to say all this happened to me but I'm still here. I tried helping a lot of people for example this band ‘Qayaas' and I recorded this song ‘Charkha Nolakha' and Rohail (producer of Coke Studio) asked me if I was sure I wanted to collaborate with them and I said I knew what I was doing, and I supported them. The problem is that you cannot compare US with India or Pakistan because we don't have the infrastructure. And music is a separate dimension. I remember when we started we were asked to pay certain amounts for airtime, and now the roles have been reversed. Now the same people want to pay me to come on air and I don't have time. I love when we travel together as a band, we create something together and that's best part about touring.” Currently focused on releasing singles, acoustic projects and even hits from blockbuster commercial Bollywood movies, Atif disclosed how Bollywood's guarantee didn't last as long as he hoped. He said it's important to acknowledge many people like the commercial sound heard at cinemas. “And so I believe that there is nothing that is pure and organic which is left in the industry at the moment.” Rumors said Atif felt cheated when the Bollywood songs were toyed with and altered the authenticity of his music. “I thought I didn't have that kind of exposure at the time and decided to give it a go. I followed through and by the grace of God that too gave hits. I'm blessed. That's how it started and I thought that if you have the talent, India has the media to project it.” Atif's experience with the Bollywood market revealed the different dynamics of both nations. He discovered that mainstream gets India's pulse racing. “I think the Indian market is very different from the Pakistani market; they (Indian market) are look for the entertainment value. I'm not saying no to the offers, I'm looking for a good song. At this point in time I am focusing on my family and my album as opposed to making it big — I made it big. It's the time to push my own limits, go somewhere else in terms of the creativity.” When asked to describe his audience, he described them with childlike enthusiasm, recalling moments he will always remember. “I'm just expressing myself. But I've seen two-year-old kids smiling and a 70-year-old woman crying when listening to my songs. So I can't really say who my audience is.” Talking about inspiration, he recalls performing ‘Lambi Judai.' “I remember performing with Reshma ji, the legend. She said ‘you have made me young again.' Such complements. They inspire you. I don't know what my target audience is, and it's not my purpose or intention. It's music. But I think people with substance and soul. I believe that is my audience.” He revealed he might be recording something with Peter Gabriel. “My prime focus would be working with the film industry in Pakistan. I was really surprised that they were making almost 20-26 feature films. I would love to be a part of that and support that industry.” He gave a special shout out to his fans in Saudi: “They are blessed to be where they are, and I would love to perform there should an opportunity come my way.” Despite the many mentions of the stars in Greek mythology and early Roman texts, Atif is the only one that stands the test of time. The chosen one always does.
