The vocalist of Auj, Abdur Rahman Sajid, told Instep in an earlier conversation that their newest music video of ‘Duhrao’ – directed by Yasir Jaswal – isn’t necessarily about love or pain but simply addresses a culture or society that is out of the social sphere.
Sponsored by Pepsi, Abdur Rahman and the rest of Auj members are so far happy with the response the music video has been receiving. “It’s working so far. It’s crossed 50k in three days on YouTube and has hit millions of views on Facebook; it’s the highest viewed music video in the series and we have high hopes for it,” he told Instep.
Abdur Rahman further confirms that the 8-track album is, in a sense, a running one because each of the songs will be accompanied by a music video. “Releasing an album with unreleased material means you waste four songs.”
But as he notes, the breakdown of the music videos has already been done. “We did five songs on Pepsi, out of which ‘O Jaana’ and ‘Angraiziyan’ were incomplete due to time limits. They will be completed and they will have their music videos. There is one song acoustic song (in all probability) or it may be a power ballad, which I’m sort of fixated on. Then there is another rock song and we hope to make music videos for all of them.”
When asked why, Abdur responded that in the digital era, songs don’t register unless they have a visual attached. Notes Abdur, “I think had ‘Aadat’ (by Atif Aslam) arrived now and it didn’t have a boost for a huge sum attached, it wouldn’t have made the mark it did when it first arrived. Music videos are therefore very necessary.”
