Rabia Khan’s journey is nothing short of inspiring—a tale of dedication, innovation, and a deep passion for music. As the Artist Relations Manager and Exclusive Representative for Pakistan at Believe Digital, the world’s second-largest digital distribution platform, Rabia has played a pivotal role in bridging the gap between local artists and global opportunities. With an ever-growing influence in the industry, her story serves as a beacon of success for aspiring artists and professionals in the music world.
Rabia Khan: A Career Built on Passion and Innovation
Rabia Khan’s career in music is a fusion of hard work and creativity. As the Artist Relations Manager at Believe Digital, Rabia is responsible for ensuring that Pakistani artists receive the global exposure they deserve. Believe Digital, a leading digital distribution platform, has helped countless artists reach audiences far beyond their local markets. In her role, Rabia has worked tirelessly to create seamless connections for artists between the local and global music industries. Her expertise in digital distribution, artist management, and data analytics has been key to her success in this position.
“I approach my work like there’s someone working 24 hours a day trying to take it away from me,” Rabia says, emphasizing the level of dedication she brings to her work. This mindset, paired with her extensive experience, has allowed her to thrive in the competitive world of digital music distribution.
Founder of Mauzeek Music: Empowering Artists
Rabia’s entrepreneurial spirit shines through her founding of Mauzeek Music, a groundbreaking platform designed to empower artists. Mauzeek Music allows musicians to manage their data under one roof, simplifying the often complex process of music distribution and analytics. This platform has become a valuable resource for many local artists, providing them with the tools they need to succeed in an increasingly digital music industry.
Mauzeek Music is not just about distribution—it’s about giving artists the power to manage their careers with ease. Rabia’s commitment to supporting artists and making their careers more sustainable is evident in her work with the platform. As an advocate for musicians’ rights and digital transformation, Rabia has created a space where artists can thrive without the overwhelming complexity of managing multiple platforms.
Revamping Bajao Music: A Game-Changer for Pakistan’s Music Scene
Rabia Khan’s leadership and vision were crucial in the transformation of Bajao Music, a music streaming app with over 3 million users. In collaboration with Mobilink (now Jazz), she spearheaded the revamping of the app, bringing a fresh new look and enhanced user experience. Bajao Music’s transformation aimed at creating a thriving environment for both artists and their audience.
Leading a team of 40 professionals, Rabia implemented a rebranding strategy that included a revamped app interface, better user interaction, and stronger social media integration. Her efforts resulted in a stronger brand presence and a vibrant music community. Through these changes, Bajao Music became a go-to platform for music lovers in Pakistan, solidifying Rabia’s reputation as a forward-thinking leader in the local music industry.
Early Career: Laying the Foundation for Success
Rabia Khan’s passion for music and her commitment to excellence began long before her role at Believe Digital or the creation of Mauzeek Music. In the early stages of her career, Rabia worked as an assistant to renowned music producer Sarmad Ghafoor. This position provided her with invaluable experience and allowed her to contribute to notable projects, including Atif Aslam’s debut album and various Coke Studio seasons. Rabia’s contributions to these iconic music projects gave her the skills and knowledge to pursue her dreams in the industry.
Her time with Sarmad Ghafoor was also pivotal in her understanding of talent acquisition, business and studio management, and the importance of building strong industry connections. Rabia’s role as an assistant laid the foundation for the impressive career she would go on to build, and it also deepened her passion for nurturing and discovering new musical talent.
High-Profile Projects: A Record of Excellence
Rabia Khan’s portfolio is filled with high-profile projects that showcase her ability to lead and innovate. She has been a part of major campaigns like the Fatima Group’s E2L Campaign in 2021, the Coke Anthem in 2019, and the 7up Foodies Festival in 2018. These projects allowed Rabia to work alongside renowned brands, leveraging her expertise to create engaging campaigns that resonated with audiences.
One of Rabia’s most impactful roles was as the Director of Music Society from 2016 to 2018. In this capacity, she was able to work closely with emerging artists, providing them with the tools and platforms to succeed. Her experience with high-profile projects and campaigns helped shape the future of Pakistan’s music landscape and further established her as a key player in the industry.
Leadership and Growth: Heading Talent Acquisition at a Record Label
Rabia Khan’s leadership skills extend beyond the digital realm and into the traditional music industry. She has led talent acquisition for a prominent record label, where she was responsible for scouting new talent and ensuring the label’s continued success. Her ability to identify promising artists and nurture their potential is one of her standout qualities.
Under her leadership, many artists were given the opportunity to grow their careers and achieve national and international recognition. Rabia’s keen eye for talent and her dedication to artist development have helped countless musicians make a name for themselves in the competitive world of music.
Creative Direction at Sweet-Tooth: Making an Impact Beyond Music
In addition to her work in music, Rabia Khan has also made a mark in the world of branding and creative direction. As the Creative Director for Sweet-Tooth in 2020, she led a team to implement innovative ideas and rebrand the company’s outlets in various cities. Her work with Sweet-Tooth showcased her versatility as a leader and her ability to apply creative thinking to diverse industries.
Rabia’s work in rebranding Sweet-Tooth is a testament to her forward-thinking approach. She not only brought a fresh, modern look to the brand but also played a role in shaping its identity and customer experience. Her ability to lead teams, create innovative solutions, and make a lasting impact on businesses is a quality that sets her apart.
Idol Online and the Impact of Social Media Strategies
In 2020, Rabia Khan took the reins of Idol Online, a nationwide music talent hunt that took place during the pandemic. The initiative, which was in collaboration with artist Shuja Haider, aimed to bring emerging talent to the forefront while navigating the challenges posed by the global health crisis. Rabia managed every aspect of the event, from the rules and regulations to the social media strategies and sponsor collaborations.
Her experience in social media strategy and digital marketing played a significant role in the success of Idol Online. Rabia’s ability to engage with a large audience through creative online campaigns and foster relationships with sponsors ensured that the talent hunt reached new heights of success. This project further cemented her reputation as a leader in music promotion and digital strategy.
Looking Ahead: A Vision for the Future
As Rabia Khan continues to make strides in the music and entertainment industry, her commitment to empowering artists and fostering global opportunities remains at the heart of everything she does. Her career has been defined by a willingness to innovate, lead, and support the next generation of artists. Whether it’s through Believe Digital, Mauzeek Music, or her work on high-profile projects, Rabia is shaping the future of Pakistan’s music scene.
With a wealth of experience and an unwavering passion for music, Rabia Khan is a force to be reckoned with. Her story serves as an inspiration for those looking to break into the music industry and create a lasting impact. For Rabia, the journey is just beginning, and her vision for the future of music is bound to leave a lasting legacy. Do connect on Linkedin.
