Producer FarhadHumayun Pleased byPepsi Smash Win at PAS Awards 2014

[Pakistan, 22^ndMay 2014]:Pepsi Smash,oneof the most exciting projects of our music industry to be launched in recent times, and produced by the talented FarhadHumayun, has been awarded in the Beverages-Cold category at the prestigious PAS Awards 2014 held recently in Karachi. The PAS Awards, organized by the Pakistan Advertisers Society, are one of the most recognized and credible advertising events in Pakistan.

FarhadHumayun is ecstatic over the win. Commenting about being a part of the project and the award won by the show, Farhadsaid “I work as a performing musician, music producer/video director. My job is not only to execute shows like Pepsi Smash but also to develop concepts and an entire philosophy that goes behind a campaign. Any campaign by a brand is launched to boost sales of the company's products. It’s a big responsibility since millions of rupees and reputations are depending on it. I’m happy that the brand Pepsi Smash has been noticed and has won this award. Although I’m not involved with Pepsi Smash any longer, I wish the new team best of luck and look forward to what they produce in season 2.”

Award winning video director of Overload'sAnkahi, Batti, MelaKariyay, Jeetand recently MahaKazmi'sNazar, Farhad directed the visual of Pepsi Smash himself because it was based on a vision he believed in when he started the online show Live At The Apartment with various artists. Apart from this, Farhad oversaw music creation, mixing, mastering, video shooting, editing, art direction and 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 were: Symt, Noori, Strings, Siege, Sajid and Zeeshan, Jarar Malik with Ali Asadand

Hussain Ali Shah making their debut.This project is also very close to Farhad’s heart as he understands the hardships musicians face in Pakistan while trying to establish themselves – shows like this give them the platform they need.

Follow FarhadHumayun at www.facebook.com/overload.riot

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. Season 1 of the program was produced by FarhadHumayun – a multi-talented artist/music producer; supported by renowned Pakistani DJ Faisal Baig and Sheraz Siddique of Overload.

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.

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!