When Did the Promotion of Qawwali Songs Start?

Qawwali, the soul-stirring devotional music of the Sufis, holds a unique place in the spiritual and musical traditions of South Asia. With its roots in the mystical branches of Islam, particularly Sufism, Qawwali was never merely entertainment — it was a path to divine ecstasy, an expression of longing, and a tool for spiritual enlightenment. But when did this sacred genre begin to be promoted beyond its original confines of Sufi shrines and spiritual gatherings? This article traces the historical journey of Qawwali from hidden Sufi corners to mainstream cultural platforms, radio, cinema, and international stages.

Origins: A Spiritual Art Form

The origins of Qawwali date back over 700 years. The form was shaped by Amir Khusrau (1253–1325), a poet, scholar, and musician in the court of the Delhi Sultanate. As a devoted disciple of Hazrat Nizamuddin Auliya, one of the greatest Sufi saints of the Chishti order, Khusrau fused Persian, Arabic, Turkish, and Indian musical traditions to create Qawwali.

Initially, Qawwali was confined to Sufi khanqahs (lodges) and dargahs (shrines). The primary aim was spiritual elevation, not public performance. The qawwals (singers) were trained for religious service rather than fame or commercial success.

The Early Spread: Word of Mouth and Oral Tradition

For centuries, Qawwali was passed down orally from ustad (master) to shagird (disciple). The songs were performed during Urs (death anniversaries of saints), gatherings of zikr (remembrance of God), and private assemblies of Sufis.

There was no concept of "promotion" in the modern sense. Instead, word of mouth, discipleship networks, and the spiritual reputation of the singers helped the genre spread across regions such as Delhi, Ajmer, Lahore, Multan, Hyderabad, and Dhaka.

Colonial Era: Limited Visibility, Early Recordings

During the British colonial period (19th–early 20th century), Qawwali remained largely underground, still seen as a sacred form tied to Islam and mysticism. However, the invention of the gramophone and rise of recorded music in the early 1900s opened new doors. Some qawwals began recording tracks for limited commercial distribution.

One of the first known Qawwali recordings was made in the 1920s in British India. These early gramophone records were short due to technological constraints but marked the beginning of Qawwali's promotion beyond spiritual spaces.

Post-Independence Period: Radio and Cinema (1940s–1960s)

The real promotion of Qawwali as a mass-consumed musical genre began after the partition of British India in 1947.

In India:

• All India Radio (AIR) and state-sponsored music programs began to air select Qawwalis, though classical and folk music still dominated the national music scene.

• Hindi cinema started integrating Qawwali scenes into films to depict spiritual or romantic tension.

  • Example: The film Barsaat Ki Raat (1960) featured the iconic Qawwali “Na To Caravan Ki Talaash Hai,” which became a sensation and is still celebrated today.

In Pakistan:

• The creation of Pakistan gave rise to a deep interest in Islamic and Sufi heritage.

• Radio Pakistan played a vital role in promoting Qawwali by inviting qawwals to perform live.

• Government-supported cultural institutions encouraged the preservation and performance of Sufi music.

Prominent qawwals like Munshi Raziuddin, Manzoor Niazi, and Aziz Mian started gaining national fame during this time.

1970s–1980s: Nusrat Fateh Ali Khan and International Breakthrough

While Qawwali had by now reached millions across South Asia, the genre's true global promotion began with Ustad Nusrat Fateh Ali Khan (1948–1997).

Nusrat revolutionized Qawwali in several ways:

• Extended traditional compositions to suit stage performances.

• Modernized musical arrangements without losing spiritual depth.

• Collaborated with Western artists like Peter Gabriel, Michael Brook, and Eddie Vedder.

• Featured in global music festivals and Hollywood soundtracks (Dead Man Walking, Natural Born Killers).

His albums were distributed through Real World Records, making Qawwali accessible to global audiences. Through Nusrat, Qawwali became a recognized form of world music.

1990s–2000s: Fusion, Commercialization, and Pop Culture

In the late 1990s and 2000s, Qawwali began to be fused with pop and rock. This had both positive and controversial effects:

• Junoon, a Pakistani Sufi rock band, fused Qawwali lyrics with electric guitar.

• Bollywood movies revived Qawwali-themed musical scenes (e.g., “Parda Hai Parda” from Amar Akbar Anthony).

• Coke Studio Pakistan brought a new wave of Qawwali fusion performances, such as:

  • “Aaqa” by Abida Parveen and Ali Sethi

  • “Tajdar-e-Haram” by Atif Aslam (originally by Sabri Brothers)

This era marked a massive commercialization of Qawwali — from spiritual to mainstream — reaching millions on television and YouTube.

Digital Age (2010s–Present): Global Accessibility and Revival

In the last decade, Qawwali has gained even more promotional platforms through:

• Streaming services (Spotify, YouTube, SoundCloud)

• Social media (Facebook, Instagram, TikTok)

• Documentaries and short films about Sufi culture

Today, Qawwali is not just limited to South Asia. From Berlin to Toronto, Sufi music festivals draw diverse crowds. Artists like Rahat Fateh Ali Khan and Amjad Sabri (until his tragic death in 2016) have continued the legacy on global stages.

Moreover, non-Muslim audiences and musicians have embraced Qawwali as a spiritual art form that transcends religious boundaries.

Conclusion: From Dargahs to the World

The promotion of Qawwali songs — in the truest sense — began in the mid-20th century, accelerated with cinema and radio, and exploded globally through Nusrat Fateh Ali Khan and the digital revolution.

Yet, despite all its transformations, at its heart, Qawwali remains a call to the Divine, a musical expression of love, pain, longing, and unity. It is a legacy that echoes through shrines, headphones, film scenes, and concert halls — continuing its mission of touching hearts and uplifting souls.