The entire property of Moksh was booming with the sound of celebration for the launching ceremony of 1974 AD’s 8th studio album ‘Aath Athara’ and transformation of Cellroti.com’s beta version to mainstream webcasting on 18th of August 2010. Huge crowd attending the ceremony made the event, ‘a mega one’ as they were seen very festive and hopeful towards the album and website simultaneously.
Along with the celebrating energy, attendees at the event were exchanging words of congratulations towards the success of the band and the website. The album was launched at the late evening through the bands principal presence at the stage along with Nirmal Hoda Bista (Santana Records) who is also the distributor for the album. The launching ceremony was soon followed by the projection of music video for the song ‘Bardaan’ from the same album and energetic performance full with rocking attitude. The album was released on the propitious birthday of Adrian Pradhan, 40.
Suman Shakya CEO, Digitainment shared, ‘This is the result of our advocacy with the band regarding the partnership in promoting the album. We approached the band asking for free legal downloads from cellroti.com instead of letting people put the songs in piracy. Someday somehow, the album will be in iPods and Mp3s so why not taking the album into free legal downloads? We are happy to receive positive response and not forgetting, cellroti.com will be paying the revenue generated as it is their rights. In each interval of 15 days, the songs from the album will be made available for free legal downloads through Cellroti worldwide. ’
Having talked about the video approach, director Shailendra Dhoj Karki, Eleven 11 production explained, ‘The main importance is the superimposition with the subject matter of the song. The video has been presented that suits the band image. There are two layers of storyline in the music video. The video flows with the concept that a brick travels through different stages and gets through different forms. You see brick in each and every infrastructure like buildings, bridges, roads but it has also been using as a means of protesting demonstrations. Protestors pelt brings, some use it against a stationary vehicle to stop in an inclined plane etc. At the end it will be used to make infrastructures. The story of the brick is very similar to the human life. It is a bardaan, an offering, a gift.”
The album was made available for free legal downloads exactly from 8: 18 pm through www.cellroti.com. Ncell exclusively sponsored the free download campaign. The company was thanked by the band and CEO of Digitainment, Mr. Suman Shakya stating that the company's involvement in this project has been commendable.
