Face Foundation in collaboration with RINSTRA Technologies and Pakistan Poverty Alleviation Fund PPAF organized Pakistan’s first Art Residency Program, Heritage Live. The program will help the vulnerable musicians to generate sustainable income and play a pivotal role in preserving the endangered local culture.

RINSTRA, Pakistan’s first short-form digital media platform invited musicians to create their own channels on iRinstra to create, showcase and monetize their content. During his presentation CEO RINSTRA Technologies Mr. Amir Jahangir briefed musicians how they can join Rinstra, Create their account, Upload their videos and Showcase their talent to the community alongside making them financially independent by monetizing their work Speaking to the media Amir Jahangir said ‘With fourth industrial revolution and paradigm shift in content production and consumption toward digital it is necessary to equip our local talent with technology and open ways of financial independence to create new economies that can benefit people associated with internet’.

For the purpose RINSTRA equipped musicians with state of the art cellphone with which musicians can record their work and upload on platform. Earlier musicians receive training on how to create social media profiles and learn video making so they can capture their work.

Globally music streaming revenues climbed by 22.9% in 2019 to Making up more than half of global recorded music revenue, Music streaming now accounts for 56.1% of the total market Zeejah Fazli, Founder of FACE, said, “Foundation of Arts, Culture and Education (FACE) aims to strengthen communities through art and cultural interventions and it is high time to adopt technology to preserve and showcase the talent we have in Pakistan. We highly appreciate efforts of RINSTRA to support the cause and looking forward to work with them in future interventions.

The Residency started from August 16, 2020 and will end on September 02, 2020 at Lok Virsa Islamabad. Total of 20 indigenous musicians have been selected for the program. 10 maestros and 10 apprentices will go through an extensive training program by four mentors and finish with each pair recording a song. Four thematic areas will be covered through the training mainly, musical training, business training, personality development and technological skills.

FACE is a platform that encourages artists and artisans to create relevant and socially viable works in their communities, while providing avenues to engage and connect with wider audiences and build revenue streams.

Through publicly accessible programs and collaborative multimedia productions FACE provides a platform for the generation and exchange of ideas leading to positive social change.

RINSTRA is Pakistan’s first short-form digital media platform for on-demand streaming and for creation of user generated original content on iRinstra. RINSTRA content is innovative,entertaining, thought-provoking, informative and educational.

RINSTRA provides entrepreneurship opportunities to emerging and established content creators and film makers in Pakistan and beyond.The mission of iRinstra is to provide economic opportunity for content creators.

Therefore,higher percentage of revenue will be shared with the artists as compared to the prevailing market rates by international platforms. The Rinstra platform for public viewing will be launched in November this year.