One of the Five Defining Pop Acts of Pakistan – The NEWS International, Instep, Nov ‘03
Revolutionary! … Unsurpassable! – The NEWS International, Feb ‘03
Noori is certainly a strong contender in being one of the greatest bands of today’s generation and are very much at the top – MAG, March ‘03
Raw, energetic and full of life… – DAWN, Images, March ‘04
Noori has proved itself amongst the greatest assets of our (music) industry – UMR –www.umrevoultion.com, Jan ‘06
Nobody rocks a crowd more than noori – The News, Instep, Apr ‘06
The come, they play, they conquer… – The News, Instep, Mar ‘06
Coming out of Lahore, Pakistan, this band of two brothers is considered one of the pioneering forces behind what is dubbed as the ‘21st Century Pop Revolution of Pakistan’. Ali Noor, 31, is a trained lawyer, while Ali Hamza, 28, is an Economics graduate from the top business school in Pakistan (LUMS). By moving away from the typical professional paths which society expected from ‘well educated Pakistanis’ like them, the two brothers decided to follow their passion – music. What they ended up doing was to set a precedent for so many others like them, who would usually not even consider pursuing their passion professionally.
noori is one of those bands which instantly took the market by storm. In fact, even before going public they had a dedicated fan following awaiting their arrival into the mainstream (this too was a first for any Pakistani act). Their debut album, Suno Ke Main Hun Jawan, was a record breaker for any debutant in the history of Pakistani Pop Music. Not just in terms of record sales, but the band performed over two hundred concerts within the first two years of coming out into the music scene.
It is this unprecedented success that paved the way for a lot of educated Pakistani youngsters – read intelligent musicians, to come out of the underground and pursue music on a full time basis.
In this sense noori stood out from the rest as a band putting out ‘intelligent music’, with special focus on their lyrical content. They consciously moved away from the well beaten theme of ‘puppy love’ and focused on motivating the Pakistani youth to do something worthwhile in their lives, and for their country.
The key theme running throughout noori songs is the need for sensitivity, firstly, towards oneself, to gauge one’s true desires and potential, and the consequent pursuit of those, and secondly, sensitivity towards society and the external environment, so that one can play a constructive role in its betterment. In a country like Pakistan, these ideas struck a serious chord with an energetic youth who were looking for someone to motivate and push them towards their ideals. noori thus became the first name in Pakistani Music to take upon a leadership role for Pakistani Youth.
To back it all up, the band pioneered a host of activities which later became standards for the emerging Music Industry of Pakistan. From garnering a strong and dedicated fan following, using intense web-based interactivity, to conceiving and co-developing month long media campaigns with top Pakistani channels, all the way to being the most prolific, energetic and interactive live performers in Pakistan, noori has established a name which is looked upon with respect and admiration not just by their followers but all throughout the Pakistani Media Industry.