Over the past five years, Noorani has been deeply invested in the Pakistani music industry. She is the Co-Founder and Festival Director of premiere music festival, Lahore Music Meet (LMM). The festival is an annual symposium with the aim to showcase and nurture the Pakistani music industry through performances, masterclasses, panel discussions and storytelling sessions. Most recently, Noorani served as General Manager for Coke Studio Pakistan (Season 10) and has managed South-Asian pop duo, Strings. Noorani is also immersed in research and journalism focused on various strands of Pakistani music. She is currently pursuing a MMus in Ethnomusicology from the School of Oriental & African Studies (SOAS).