Farhad Humayun to Produce pepsi SMASH

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pepsi SMASH

[Pakistan, Thursday, 2nd May, 2013]: An exciting new music based initiative, pepsi SMASH, went viral yesterday in Pakistan, and Overload’s very own Farhad Humayun has a big hand to play in the realization of this mega project. Via the platform of his production company Riot Productions, Farhad has acted as the producer & video director for pepsi SMASH, having overseen various important areas of the project. The music has been produced by Overload’s keyboardist/composer Sheraz Siddiq & Pakistan’s foremost DJ, Faisal Baig.

Farhads impressive contribution has been from concept all the way down to implementation. He was in addition, responsible for hiring the video and production crew that he felt was most suited to understanding the concept behind the project. Apart from this, Farhad oversaw music creation, mixing, mastering, video shooting, editing, art direction & played host to all the artists as the entire project was filmed, recorded, mixed and mastered on location at Riot Studios in Lahore. The artists featured in pepsi SMASH are: Symt, Noori, Strings, Siege, Sajid and Zeeshan, Jarar Malik with Ali Asad and Hussain Ali Shah making their debut.

All songs featured in pepsi SMASH’s pilot project have been mixed by Farhad, Sheraz and Faisal. You will also hear them on the drums, keyboards, as DJ and on guitars respectively.

About Overload

Overload is a Pakistani rock band from Lahore, formed in 2003. The group is directed by producer, lead vocalist and drummer, Farhad Humayun and keyboard/synth player, songwriter and composer, Sheraz Siddiq, who were soon joined by Hassan Mohyeddin on percussion along with dhol players Pappu Sain and Jhura Sain. The band is widely regarded by many critics as being the “Loudest band in Pakistan”.

Since then the band has received acclaim from music veterans, artists, literary figures and the general public alike. Concert after concert, locally and internationally the band has come to be recognized as the only arena band and the best live act from Pakistan for which they won the 2006 Lux Style Award also.

Their self titled debut album was released in January 2006 in Pakistan. It was the largest selling album of the year for which we also received a number of awards including Indus/MTV ‘break though artist.

In the last 4 years Overload has taken a number of countries by storm playing festivals and solo concerts in Japan, Sri Lanka, Norway, UAE and UK. The CORE comprising Farhad Humayun on Vocals & drums and Sheraz Siddiq on keyboards & synths, believes that the unique sound of the band has evolved due to collaborating with artists with individual styles. Overload is a band that’s known for featuring new players and singers and bringing them to the forefront.

New works by Overload are full of funky bass grooves, soaring vocal melodies, explosive drumming and the signature pounding beats of the dhol.

BAND MEMBERS:

Farhad Humayun – Drums/Vocals
Sheraz Siddiq – Synth/Keys
Nasir Sain – Dhol

Description:

The Loudest Band in Pakistan

 About Pepsi Smash

Pepsi Smash is a digital media-led music initiative that puts the audience in control, tapping the power of the new digital age at its best. The program comprises of 6 sessions; each weekly session has 2 songs featuring established and upcoming music bands/artists of Pakistan. The program is produced by Farhad Humayun – a multi-talented artist/music producer; supported by renowned Pakistani DJ Faisal Baig and Sheraz Siddique of Overload.

While every individual in the world is unique and comes from a different background, it is human nature that we all have things to say. The thoughts and messages we want to convey find their way to other people and the world at large through mediums of expression. For some, it may be poetry, for others it could be banking or sport. It is in this spirit that, defying all stereotypes associated with Pakistani culture, design and music, Pepsi Smash celebrates the individuality of contemporary musicians in Pakistan. Technology and skill both play a vital part in music performance. Pepsi Smash showcases some of the country’s best instrumentalists, bands, solo artists and promising talent from rock, pop and electronic music genres, as well as the proficiency and competitiveness of videographers and audio professionals. Pepsi Smash has engaged the artists by inviting, never before heard, original songs from them. This was welcomed by the artists but also acted as a challenge since it is usually considered easier to redo an old tune belonging to the band itself or to some other performer, in a given amount of time. The audio and video of the performance was recorded at the same time making the show LIVE. Some music was being played by the DJ to give it a contemporary electronic sound while drums, guitars, keyboards and vocals were performed over the backing tracks. This is a technique used by most of the world’s biggest acts to use a minimum number of musicians and to create a punchy sound that the audience can move to.

Pepsi Smash introduces a new genre to Pakistani music. It presents a new sound, new visuals and an assortment of artists who want to constantly think OUT OF THE BOX!

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