Nasyid artists should evolve visuals, not attire, says Imran Ajmain

Malaysian singer Imran Ajmain believes the nasyid genre needs a visual and promotional overhaul to resonate with contemporary audiences. He argues that the genre's typical association with mosques, traditional attire, and natural scenery is no longer sufficient to capture the attention of younger generations.

"Nasyid doesn't need to change to leather jackets or modern clothing to go viral," Ajmain stated. "What needs to be modernized are the visuals. Most nasyid promotions today still use the approach, 'Assalamualaikum, here is my new song.' That method is no longer effective. In today's social media world, viewers on Reels or TikTok only give about three seconds before scrolling to another video.

"We need a hook, straight to the chorus, and an engaging filming format," he explained. Ajmain stressed that the focus should be on creative storytelling and effective presentation, not on changing the music's core or the artists' traditional dress. He noted that resources for high-quality visuals are readily available across various platforms.

His comments follow a discussion initiated by nasyid producer Ustaz Zoul, who questioned why Islamic music struggles to achieve viral status compared to other genres. Ajmain's perspective highlights a gap in how nasyid content is produced and consumed, suggesting that visual appeal and modern storytelling techniques are key to bridging this divide.