Close-up of a vintage reel-to-reel tape recorder with a person's name, Rohit THAT, overlaid at the bottom.

Building bridges through frequency, story and sound

A black and white photo of five young men posing outdoors, with some looking directly at the camera and others slightly away. They are dressed in a variety of casual and semi-formal clothing, with rocky terrain visible in the background.

I'm Rohail. I work at the intersection of music, technology, culture, and nature. My practice spans production, creative direction, and the exploration of how sound can bridge tradition and innovation.

From my early years with Vital Signs to founding Coke Studio Pakistan, and later consulting on media, technology, and cultural platforms, I'm committed to creating spaces where artists, ideas, and communities meet.

Today, I'm exploring how technology can reveal the wisdom embedded in nature and how the ancient and the digital can coexist, inform, and inspire each other.

Two men are playing musical instruments in a dark setting. The man on the left, with long hair and a beard, is playing a guitar and singing into a microphone. The man on the right, wearing a cap, is also engaged in the performance.

Sound remembers what history forgets

A black and white photo of a man wearing a turban and multiple necklaces, with a focused expression, looking downward. The background is blurred with out-of-focus lights and objects.

Across decades of work, I have helped shape music, media, cultural, national, and brand-led projects at scale - often from behind the scenes, always with the intention of finding the human centre inside the work.

Music as a meeting place

Close-up of a person playing a harp, focusing on the hands and strings, with a blurred background.

I work with artists, brands, institutions, and creative teams to shape platforms, productions, and ideas with cultural depth, technological curiosity, and human purpose.

Get in Touch

Whether you have a question, an idea, or just want to say hello, feel free to reach out.