The iconic Times Square in New York has always been the talk of the town as it stands to be one of the most famous tourist attractions in the United States. While it is one of the world's busiest pedestrian areas in Midtown Manhattan, the junction of Broadway and Seventh Avenue attracts tourists from all around the world. To have a billboard beaming at the picture-postcard epitome of New York is in itself a great sense of pride and honour. Breaking the odds, a Pakistani-American singer, Arooj Aftab, managed to become the first Pakistani to have her own billboard in New York’s Times Square. Arooj Aftab is a two-time Grammy nominee and the Ambassador of EQUAL Pakistan, Spotify's Global Music Programme. Representing women creators of Pakistan at a global level, Arooj Aftab is being featured as Spotify's EQUAL Artist of the Month on the digital billboard ad in New York Times Square as part of EQUAL’s global campaign. By introducing EQUAL Pakistan, Spotify’s mission is to celebrate Pakistani women creators by utilising the platform's resources and providing new opportunities for these creators through a globally cohesive and branded experience.