It all started with Usman Raheem Khan- the former Mercy Corps head in K. He held the first "de-radicalize or divert this “Conflict Generation" event called One Young Kashmir in 2011. MC Kash performed there.

A prominent Kashmiri name who backed this concert was one of the organizers of that event too. Osman apparently was a double agent of sorts, hence deported by the Ind govt. No one, not even Mercy corps protested. Usman & the Ind govt's focus was on youth entrepreneurs.

This lead to cultural entrepreneurship, cafe-culture, & singers who started with azaadi sings & then performed in govt events. Even Junoon performed here. Another sponsor of this event, funded by Gujaratis, one of them describes her mission as

"to execute youth employability initiatives in conflict areas such as Kashmir & the northeast of India." She is part of govt org like India@75, Ananta centre whose mission is to "carefully selected heterogenous group comprising of participants from the armed forces,

corporate sector and the civil society". This sponsor with questionable business ethics identifies itself as a social impact company.
All this was an initiative of Ind govt of 2005-14 which covertly used NGOs to de-radicalize Kashmiris through the lure of

Entrepreneurship, Music, fancy jobs, etc. Look around, research a bit, you will find loads of these businesses, NGOs & Kashmiri entrepreneurs/singers funded/backed by govt or people with links to an organization whose only agenda is the continued occupation of K.