The last 12 months saw a proliferation of music shows. The main reason this is happening is that this has been a visible, and (arguably) successful marketing strategy for some consumer goods and others now want in. The seduction of music shows for brand managers is how easy it is to measure how well you are doing compared to other brands. The age of modern advertising is the age of measurement. Advertisement campaigns are measured inside companies against detailed metrics around the number of people reached, the cost of reaching those people, and the sales driven by doing so. In the case of music shows in Pakistan, it is not easy to establish whether they are moving the bottom line of selling consumer goods. But it is pretty easy to measure online play counts and read tweets, and eventually that becomes the driving force of how many large companies make decisions about where to throw their money.