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Digital audio launch of Ashsta Chamma
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June 28, 2008


The music of Astha Chamma, a romantic comedy by director Indraganti Mohana Krishna with music by Kalyani Mallik was digitally launched today at Hyderabad office of Big 92.7 FM. Away from the routine style of launching the audio on CDs and Audio Cassettes, this project took a split and went in for the first ever digital audio launch in Tollywood. Mohana Krishna, film cast Colors Swathi, Nani and Kalyani Mallik along with RJ Shekar pressed the button, playing the first song on air. The film is made on Art Beat Capital banner by Ram Mohan. The album has five songs.

Lyrics are finer than music: Kalyani Mallik
Marking the launch, its music director Kalyani Mallik spoke a little bit outspoken: “I am big lover of Radio. Radio offers ever new curiosity to the listeners each time a song is played. It’s my pleasure my music got launch on Radio. The music is a mix of beats and melody.” He thanked the producer and director for giving him absolute freedom in composing tunes. “The lyrics of Sirivennela Seetarama Sastry are finer than my music,” he said. Referring to the music of Boss, he said: “Success or failure of any music purely depends on the performance of the film. If the film is a hit, the music will automatically become success. The music need not be really good.”

Total Teluguness is our specialty
The music director claimed that Astha Chamma is the complete reflection of Teluguness not only in filmmaking but in the music also. “I introduced pucca Telugu playback singers with this album. It is possible because I got a good director like Mohan Krishna.”

Buy album only if you like it
Director Mohan Krishna said: “Kalyani Mallik gave excellent music. I find a radio revolution in music industry. The priorities of music lovers have changed over a period of time. They don’t directly purchase the music. But, they prefer it after listening to the music on the FMs. Astha Chamma music is now out for the audience. If they like the songs, they will sure purchase the albums.” Responding to a particular song (a melody resembling of an oldie), he said that it was a highlight song in the album. “When we were shooting the song sequence in a Konaseema village, there was instant response from the crowds there.”

Who said I am big? : Colors Swathi

Colors Swathi said: “I’m thrilled to be part of Astha Chamma. The music is really superb. I personally liked the songs.” She amused the RJs there with her pretty conversation. “I am not a big heroine. Just I am an artiste in the film,” she quipped once.

Speaking on the occasion producer Ram Mohan said, “audio cassette/Cd business is making way to digital music in the form of FM stations, Ringtones, iPods, MP3 players etc. I am sure that this kind of digital launch of Ashta Chemma in Big FM will help both our production house Art Beat Capital and Big FM.”

Big FM station director Ashwin Padmanabhan said, “We had strategic tie up with hit flicks like Happy Days, Krishna and Athidi in the past. We are glad to have Ashta Chemma on our media partners list. We planning to bring more of tollywood content to the Telugu music lovers through Big FM.”

Ashta Chemma links:
Introducing Nani
Introducing Srinivas Avasarala

Photo Gallery (photos by G Narasaiah)
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