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Jawad Ahmad
 Jawad Ahmad gives us an insight into his music and his recent turn to film production.
What inspired you to turn producer for Virsa?
Just to seek new horizons, to increase my vitality in society by working in/for/with cinema and film making, the biggest of all art forms and the epitome of media and show business.
The music of Virsa has been well received but we have heard the film itself has had some poor ratings. What is your view on that? Do you plan to continue making films?
From the very beginning, we were never really concerned about what would be the box office result of the movie. Virsa has not been a super hit film so far but quite up to our expectations, it has done reasonably well in Pakistan, India and rest of the world. To us, the producers, Virsa is more than just a film. Actually, we have done something which up till now, people in Pakistan only used to talk about, i.e. we have produced not only the first Pakistan-India film production in the history of cinema but also the first international Pakistani film to be simultaneously released in Pakistan, India, Australia, Canada, USA, UK, Middle East and Europe on 7th of May, 2010.
 We (Dr Amanullah Khan, Vikram Khakhar and I) have created history here for Pakistani and Indian cinemas, which is in itself a big feat and a milestone to achieve and we are very happy about this fact. Also, Virsa has been censored in Pakistan as a Pakistani film (exempted of the tax imposed on imported films) and in India as an Indian film, which is the real essence of a joint venture film project and so becomes another landmark which is again the first of its kind. We have, therefore, paved the way for others to invest into joint productions in future with this legal precedence very much in place to facilitate them. Yes. InshAllah, I will continue making films.
What is your view of our film industry? What do you think went wrong and what can be done about it?
I personally think we suffered when the VCR came about in Pakistan. People started to opt for watching films at home rather than going to cinemas and supporting our industry. Our cinema as a result also started to change into its current form. As compared to the days of Waheed Murad, our film quality has dropped. Quality wise Indian cinema has taken over, and since it is in the same language it has done well. That is the same reason why we should take the help of Indian cinema and try and revive our own industry.
We have two other options which would be making niche films with messages (which have done well) like Khuda Kay Liye or carry on making films like we do today. The option of collaborating with Indian cinema is, in my opinion, the best alternative as we also practically speak the same language. If we look at British cinema they let their stars go abroad to Hollywood and make a name for themselves. Those stars then lit up British cinema as well and now it is alive and well. So we shouldn't ignore our neighbors especially if they are willing to give a helping hand.
 How and when did you start your music career? What inspired you to make music and in particular this kind of music?
I started my career in year 2000 with my first album Bol Tujhay kia Chahiye. During my student life, I played as the lead vocalist for five years in the band Jupiters, but never released an album. All the 'greats' mentioned above and then the sound of music itself inspired me.
Did you have any formal education in music?
No. I learned playing flute, mouth organ and keyboard all by myself with a few lessons of flute in the start from one of my neighbors, but none at all in singing except for listening to the legends/masters like Mehdi Hassan, Salamat Ali Khan, Amanat Ali Khan, Noor Jahan, Ghulam Ali, Kishore Kumaar, Mohd Rafi, Lata Mangeshkar, Asha Bhosle, Pink Floyd, Elvis Presley, Freddie Mercury, Michael Jackson, Scorpions, Jon Bon Jovi, and many more.
What was your childhood like in relation to music, film and family?
Me and my brothers Fuad Ahmad and Ammad Ahmad all used to sing very well when we were children so I guess it was in our genes. We had a very favorable and supportive environment at home to music, films and other art forms. Ours was and still is a very close family. My parents, Prof. Tauqeer Ahmad and Prof. Mrs. Anis Tauqeer were both professors of political science in Gov't College, Lahore and Lahore College for Women respectively and believed in freedom of thought and spirit.
 Is there any particular message you try to convey through your music?
Yes, I started with 'Allah Meray Dil Kay Ander', bearing a message of the need for a socio economic revolution based on equality and still would continue doing it as much as I can in this commercial, consumer based industry. My next album will largely be based on the same concept and principles.
What has been the highest point of your career, where you have had the most fun and success?
Not yet. Probably only when I would be able to play my part successfully and to my fullest in the great, imminent, substantial and revolutionary change in the socio economic norms of the society.
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