Aathun From The Heart

Aathun is on a journey to preserve, support, and empower the folk musicians of Rajasthan. The service of paying back to the cultural keepers of Rajasthan’s heritage is the aim of Aathun. We are on a constant search for folk artists, folk musicians and folk instrumentalists who are otherwise hidden from the public eyes. The pacifism, the soulfulness and the majesticity that the musicians of Aathun bring on stage are soul-stirring. Being associated with a cause so generous and kind, keeps alive the spirit of charity and faith in the world. 

Aathun Recap - The Concept That Brought Us Closer To The Folk Music Of Rajasthan

Vision

Our vision is a world in which folk artists, musicians and singers of Rajasthan are able to access aid and assistance by doing what they are best at for a large audience and in the process, re-gain confidence, dignity and mutual trust.

Mission

  • Recognize the traditional instruments, musical communities and local folk artists
  • Foster livelihood while uplifting their passion for music
  • Exhibit new programs, events and exhibitions to creatively position their outreach
  • Promote their cultural activities, locally as well as globally 
  • Financial empowerment through pay as you like model for visitors and attendees

Brand Identity

Working to increase the reach and scale of Rajasthan’s music, Aathun’s logo in its color brown reminds of Thar Desert and its sand dunes. The visuals of folk musicians and instrumentalist singing and playing in and around the desert are perfectly in tune with the brand’s personality. The logo is simple yet versatile which reads the name of the brand in Hindi. This fosters communication with the folk artists of the state. The inclusion of just one color that is brown is consistent with the brand’s website design, instruments design and other visual elements. The logo is minimalistic with some detailing towards the last letter which makes it instantly recognizable. Even if the instrument was to be used single-handedly, it would always remind of its association with the brand.

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