Ammar Farooki’s passion for music dates back to his college days, when he frequently sang covers at quarterly music concerts. I vividly remember one particular concert audition in 2005 when we jammed on ‘Where the Stars Go Blue,’ a soulful cover by The Corrs featuring Bono from U2.
The energy in the music room was palpable as Ammar’s voice filled the space, leaving everyone awe-struck. He stood out as a confident singer with remarkable vocal control and an incredible tone that evoked Bono-esque vibes. Watching Ammar pursue his passion for music through the years gives aspiring singers like me incredible hope and zest to pursue my passion tenaciously.
His debut EP, ‘Songs from the Cave’ was released in 2019 and captivated audiences, earning features in esteemed publications like Rolling Stone and Forbes. His single ‘Cave Man’ released six years prior drew in 54,000 views. Now, he teams up with his wife, Diane for their debut album, a powerful collection of soulful songs. This album captures their roots and shared experiences, delving into profound themes of love and loss. More than just music, these songs celebrate life and the cherished bonds of friendship.
The dynamic duo recorded most of the album in-house over a two-year period. ‘Twelve’ features 12 extraordinary artists from Pakistan and New York, each contributing their unique talents to the album. Here’s my conversation with them, an intent to capture their artistry, musical journey, and what the future holds.
What inspired you to make this album?
Diane: Thematically, the songs address the big questions of life and the human experience, exploring what it means to navigate life as a human being. While working on these songs, we faced the heartbreaking experience of our dear friend Farhad Humayun battling cancer, which ultimately led to his passing. This event influenced the songs we created for this album.
Ammar: Diane and I made a significant, life-changing move when we met in 2015. We had a dream of making music in New York, and we’ve been pursuing that dream at all costs. It takes a lot of struggle and sacrifice to reach where we are now. Over the past few years, we have established ourselves in a new community and are finally being recognized for our work and songs. I have had a long-standing dream of being a musician since college, and now I am pursuing that dream.
We have been playing in NYC and toured the East Coast, performing in different venues from New Jersey to Long Island and D.C. Over the last two to three years, we felt that these songs formed a cohesive body of work. They communicate with one another and have the potential to become an album. When creating an album, the goal is to make a lasting impact. We carefully selected songs that not only work well together musically but also resonate with our personal experiences and the themes we wanted to explore.
The loss of Farhad became a pivotal moment for us. Some songs on this album discuss grief, but they also celebrate life, making it a life-affirming and joyful collection that highlights friendships and the things we hold dear. In a sense, Farhad becomes a character who moves through the various songs you’ll hear.
What is the end goal of this album?
Diane: Our dream is to be able to make music full-time and earn a living from it. Right now, we are hustling, working day jobs to fund our music endeavors. We’ve covered all expenses for the album recording ourselves, and it has been a joyful experience. If our Kickstarter campaign is successful, it will be crucial for covering production and promotion costs. Our ultimate goal is to focus solely on making music, improving as musicians, and reaching the next level. Music has played a crucial role in our lives, and we believe these songs are powerful. We hope they can serve as a lifeline and a moment of solace for others going through difficult times. We want more people to hear these songs and hope they become essential for those navigating the ups and downs of life.
Ammar: Being in New York, I, as a Pakistani, and Diane, as a French person, recognize that we are foreigners here, establishing our careers and representing our communities and philosophies. Our music incorporates diverse influences – one of the songs on Twelve is grounded in the words and philosophy of the 17th century Punjabi sufi poet Bulleh Shah. A lot of people across the world may be unfamiliar with him and his work, and more with perhaps…say…Khalil Jibran or Rumi. In that respect I endeavor to share my Punjabi heritage, wisdom, and philosophy with a new audience. And there’s so much that Diane brings to our music based on her French upbringing and the values she grew up with which may show in the aesthetic choices she makes when playing. We love performing for people who don’t know us yet, and telling our story often resonates with them as something novel and different.
We’ve heard how certain songs can become significant memories tied to our lives. For instance, some of your favorites from when you were sixteen still resonate with you today. As someone creating music that captures those moments, I’m acutely aware of the emotional impact it can have. I’ve had conversations with artists whom I consider friends—they’ve been with me through my deepest thoughts and darkest moments at various stages of my life. If we can create that kind of connection with our music, that would be incredible. Our intent isn’t to seek fame, celebrity, or money. I left corporate life to pursue my dream, and our motivations for making music are very pure, reminding us of why we do this.
What is your plan to create more music in the next 5 years, and how will it evolve?
Ammar: Since I started writing songs in 2011, I’ve accumulated a substantial amount of unreleased work. Currently, there are only seven songs available online. Our upcoming album, titled ’12,’ features twelve songs, each representing a significant phase or experience in our journey. However, we’ve also played at least 20 to 30 additional songs live in New York over the past 2-3 years. Albums #3 and #4 are already in the pipeline. If this Kickstarter campaign succeeds, it will help us gain more visibility and support for our project.
It is challenging to have an existing body of work that is still in the pipeline while also being inspired and writing new songs. When it comes to the evolution of our music, there is a noticeable transformation from our first EP to this album, which features a comprehensive soundscape. This album consists of twelve songs and includes distinct movements and styles, shifting from a folky sound to a punk rock vibe and then to an all-out rock style. The aesthetic of a singer-songwriter and the lyrical elements are woven throughout the entire album. At one point, it transitions into a very floaty, dream-like reverie in the last song, making the project quite experimental.
Moreover, the sound is distinctly different from what we have done before. As soon as these songs are released, we already have an idea for our next album, which may focus on love songs. These will be all acoustic and include string sections, serving as a complete palate cleanser. After that, we plan to create an album that leans toward punk and hard rock, featuring more beats. This evolution reflects our desire to explore various sounds and genres rather than being confined to a single style.
Diane: We love playing our songs, but right now, we want to release them so they can exist for other people and have an impact. We are currently working on 5 to 10 songs, each with its own unique sound and story. There is much more coming that we are eager to bring to life. In addition to these songs, we’re also exploring several side projects, including collaborations with other artists and experimenting with various musical styles. We are excited to share all of this with our fans and the world.
Author’s note: Let’s amplify Ammar and Diane’s unique musical sound and echoes of passion by contributing to their Kickstarter campaign. With over 100,000 tracks uploaded daily, it’s easy for great music to get lost in the clutter. By contributing, you can get early access to their album or personalized thank-you notes.
As they prepare for the album release later this year, their Kickstarter campaign aims to raise $30,000 for promotion and distribution costs. They managed to raise this amount in the first 30 hours and are now highlighted as a “Project we love” by Kickstarter. They are now hoping to raise more funds for the stretch goals which include making music videos and local and international tours. By supporting these talented BIPOC indie artists, you can help bring their incredible music to a broader audience!
Maheen Mustafa wrote this feature. She is a social impact journalist, global strategist and founder of MTG, a Seattle-based media outlet and production house that aims to elevate and amplify BIPOC and immigrant narratives and perspectives through impactful storytelling. Maheen’s beats are social impact, wellness, culture, climate, race and global news @MaheenM_.