“JAB SE DEKHA” MARKS THE FOURTH MUSIC VIDEO RELEASE FROM AAVRUTTI’S DEBUT ALBUM “NAYA ZAMANA”
Stream Here: https://aavrutti.lnk.to/nayazamana
Watch Here: https://www.youtube.com/watch?v=B9R1j3ojE2w
Mumbai, 6th April 2021 – Rap quartet, Aavrutti’s fourth music video for the track ‘Jab Se Dekha’ from their debut hip hop album ‘Naya Zamana’, which released last year in December on Mass Appeal India and Gully Gang Entertainment, is out now!
The music video maintains the storytelling vibe of the track by unpretentiously acknowledging their artistic achievements whilst also detailing out their musical expedition thus far.
The music video that has been directed and seamlessly shot on an iPhone 11 by Gltch.in a.k.a. Mohit MuThe video treatment revolves around each of the members in isolation and not as a collective. The video takes viewers through four diverse scenarios, individually touching upon Frenzzy, Saifan, Sledge and Sammohit’s perspective and personal dialogues. While the video follows the narrative of each of the members chasing the affection of a specific person, in essence, it actually transcribes their love language for their music and artkhi, features the young lyrical marksmen who are mentored by DIVINE; - Frenzzy, Saifan, Sammohit, and Sledge, as seen through the lens of their beloved.
Mohit Mukhi states, “The video treatment revolves around each of the members in isolation and not as a collective. The video takes viewers through four diverse scenarios, individually touching upon Frenzzy, Saifan, Sledge and Sammohit’s perspective and personal dialogues. While the video follows the narrative of each of the members chasing the affection of a specific person, in essence, it actually transcribes their love language for their music and art. The track was inspired from a thought process that there have been multiple tracks talking about love for family, friends and lovers, but there are very few tracks describing out how important one’s art is in their daily existence. This is something I have maintained in the video as well, keeping the storytelling fluid and fresh.”
Having amassed considerable traction for their multiple previously released singles, features and mixtape tracks over the last two-three years, this vibrant group of four rappers from Mumbai bring a unique flavour to their writing, delivery and performance that solidifies their position as one of the promising mainstays of the homegrown hip hop industry.
‘Stage’, ‘Error 404’, ‘Kaidi 420’, ‘Yaara’, ‘Jab Se Dekha’, ‘Money’, ‘Rani Baugh’, ‘Banger’, ‘Dime’ and ‘Hatya’ were all a part of the Naya Zamana EP.
NOTES TO THE EDITOR
Aavrutti are a young revolutionary hip hop collective made up of four supremely talented individuals. Frenzzy, Sammohit, Saifan and Sledge makeup Mumbai’s most diverse and versatile rap quartet. Coming from varied experiences and backgrounds, the quartet tell their own story but manage to weave it with each other. In 2019 Aavrutti signed onto DIVINE’s new independent venture, Gully Gang Entertainment, releasing the Gully Gang Cypher Vol.1 and also contributed to DIVINE’s debut album ‘Kohinoor’ by being a part of the popular track ‘Vibe Hai’ In 2019. They kick started 2020 on a high note contributing a memorable verse on Gully Gang’s Cypher Vol. 2 alongside DIVINE and his fellow label mates. Mass Appeal India and Gully Gang Records promoted the ‘Shutdown’ hip hop compilation with tracks like ‘Flavours’, ‘Alag Hai Disha’ and ‘Nahi Pata’. They are in the midst of completing their debut album which is due for release on Mass Appeal India later this year.
About Mass Appeal India
Based in Mumbai, Mass Appeal India is the first global extension of the Mass Appeal brand, a multi-media entertainment platform dedicated to amplifying India’s burgeoning hip-hop culture on a global scale. In partnership with Universal Music Group and Nas’ Mass Appeal, Mass Appeal India signs and collaborates with the brightest stars from India’s fastest growing music scene and works with brands and content creators to connect India’s unique culture with a worldwide audience. Connect: @massappealindia
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