Aathun in the local Marwari which means the ‘West’ encompasses the Western cultural bounty state, Rajasthan. The lockdown has rendered the needy penniless. The restrictions on travel have been nothing but an added bane for the folk artists. Rajasthan is a musical journey that needs to be heard.
Rajasthan Studio, a unique platform working for the Rajasthan artist community has come up with a not-for-profit initiative, Aathun. It aims at bridging the gap between the folk artists and their audience. Aathun also gives them a unique, versatile virtual stage to perform and earn their living. In these unprecedented times, Rajasthan Studio has also already curated notable online experiences with 1000+ artists. Now, it has come up with this first-of-its-kind initiative to promote the folk artists of the state.
They are bringing forth the experiential revolution by connecting the artists directly and virtually to their audience.
Rajasthan Studio is NOT an intermediary. By building an online community of undiscovered artists, we empower local, unpopular artists to find monetary support. Also, to develop real yet virtual relationships.
says Kartik Gaggar, founder of the Rajasthan Studio.
He adds,
Our artists are connoisseurs of the local, Rajasthani musical instruments like the Alghoza, the Khartal, the Kamayacha, the Ravanhatha, the Gharha, the Ektara, the Morchang, the Sindhi Sarangi, the Satara, the Pungi/Been, the Dheru and the Bhapang.
The first experience
How ‘Aathun’ is all set to become the first-ever real-time value-generating platform for folk artists in Rajasthan. Aathun, the musical journey of Rajasthan, marked its beginning on the celebratory Folklore Day, i.e., on August 21, 2020. Shri Yusuf Khan went live on YouTube with his Bhapang saintly harmonies.
This in-moment, the real-time experience is intended to create value and a source of rapport building for both the folk artist and the consumer. The experience-centric age of today will enable the artists to earn and the art-driven audience will be able to enjoy the folk art of Rajasthan and pay purely on their own benevolence, directly to the artist via online payment channels like Paytm and GPay for which the details will flash during their performances.
Aathun will be featuring many folk artists in the coming weeks, which shall include names like Shri Sarwan Kumar Gegawat, the Mashak player from Nagaur, and also Shri Bhungarkhan Mangiar, a celebrated Khartal player from Barmer.
You can watch their performances live and contribute to the same here.
