Humnava

Overview

The Brief

Humnava was unusual from the start, and that shaped what the content had to do. Three things defined the job.

1. 01. The project

   One of a kind

   Musicians and singers from around the world, gathered in Hunza for about 45 days, from mid-September to the end of October 2025. The album was composed there, produced there, and all nine songs were shot there.

2. 02. The challenge

   Build the hype early

   The audience needed a reason to care before a single song came out. That meant creating a lot of content while the work in Hunza was still going on, not after it ended.

3. 03. The role

   Plan it, run it, manage it

   Decide what would be made, when, and by whom. Then onboard and manage the creators and influencers, and curate everything they produced before the album's release.

Alongside the content work, the role meant being part of the core team on the ground, wherever the shoot was happening.

How the Content Ran

The content ran as a simple loop that repeated through the weeks in Hunza and the build-up to release.

1. 01

   Plan

   What would be created, what would be posted, when, and who would make it, all decided before anyone picked up a camera.

2. 02

   Onboard

   Content creators and influencers brought on to the project, briefed, and looked after from the first day.

3. 03

   Create

   Content made on location with creators, visiting EU delegations and media teams, including the BBC and BBC Urdu.

4. 04

   Curate

   Everything the creators produced was managed and curated, then published in the right way and at the right time ahead of the release.

What the Role Covered

Content Associate Manager was the title. In practice it covered everything about the content before the album's release, and a lot more on the ground.

• 01

  Content planning

  The plan for the whole pre-release campaign: what content would be created, what would be posted, how it would be done and when.

• 02

  Creator onboarding

  Every content creator and influencer on the project was brought on and briefed, so each knew what was needed and how it would fit the plan.

• 03

  Creator management

  Day-to-day management and care of the creators and influencers throughout, sorting out whatever they needed so the content kept flowing.

• 04

  Content curation

  All the content the creators generated was managed and curated, so what reached the audience was consistent and on message.

• 05

  Delegations and media teams

  Content created with visiting EU delegations and several media teams, including the BBC and BBC Urdu, alongside the creators and influencers.

• 06

  Pre-launch hype

  A steady build-up of content while the album was still being made in Hunza, so the project already had an audience on release day.

• 07

  On location with the core team

  Present on the shoot days at the different locations as a core member of Giraffe's team, working with the other teams on how each song was shot.

• 08

  Whatever the team needed

  Humnava was a team effort, and the role went well beyond the title: a team player who did whatever the project needed on the day.

• 09

  Credited on the release

  The finished album is live on YouTube, with Fakhri Abbas credited in the release credits.

What Made It Unusual

A music project built differently from most: a global line-up, one remote location, and a release that unfolded over weeks.

• A global line-up

  More than thirty musicians, from Pakistan and from countries including France, Germany, Algeria and Zambia, lived and recorded together in Hunza.

• Everything in one place

  The music was composed in Hunza, produced in Hunza and shot in Hunza, so the content could capture the whole process on location.

• A weekly release

  The songs were released week by week between April and July 2026, which kept the project in front of its audience for months.

• A production-team pedigree

  Giraffe is the production team behind Coke Studio Pakistan, one of the country's biggest music platforms, and Fakhri worked as part of its core team.

What the Role Worked With

Screens & Layouts

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  On location in Hunza

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  Creator content

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  Release credits on YouTube

Results & What's Next

The Humnava songs are live on YouTube, released week by week in 2026, with the pre-release campaign behind them and Fakhri Abbas credited on the release.