• concept development •

 Concept Development for Our Music Video

My vision for this music video revolves around a desi core theme, celebrating the essence of South Asian culture while promoting elements like traditional aesthetics, the art of getting ready, and a subtle narrative woven into the visuals.

Theme

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The idea is to create a music video that beautifully blends the rich heritage of South Asian traditions with modern music and contemporary visuals. The term “Desi” encapsulates the cultures, languages, and traditions of South Asia, and this concept seeks to honour those roots.

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Desi music videos often draw inspiration from themes like love, family, celebrations, festivals (e.g., Eid), and spiritual elements (e.g., qawwali). These motifs can form the basis of a storyline that resonates with a Desi audience’s cultural and emotional values.

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The aesthetic will spotlight vibrant and opulent visuals, incorporating colours like red, gold, green, and yellow—hues that symbolise passion, festivity, and energy. The imagery will be dynamic, ornate, and deeply expressive, mirroring the vivid nature of Desi culture while keeping the visuals lively and engaging.

Desi Music Video Elements

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Desi music videos often delve into themes deeply rooted in South Asian culture, such as love, family, celebrations, festivals (e.g., Eid), and spiritual traditions like qawwali. These themes can be crafted into a narrative that resonates with the emotional and cultural values of a Desi audience.

Visual Style

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The visuals in Desi music videos are characterised by their richness and vibrancy, often featuring bold hues like red, gold, green, and yellow. These colours symbolise energy, passion, and festivity, creating a lively and ornate aesthetic that reflects the dynamic spirit of Desi culture.

Costumes and Accessories

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Costumes play a pivotal role in setting the tone. Women may don sarees, lehengas, or salwar kameez, while men often wear kurtas or sherwanis. Accessories like turbans, bindis, dupattas, and traditional jewelry further enhance the authenticity and cultural richness of the visuals.

Themes and Narratives

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Love stories are a staple in Desi music videos, ranging from traditional tales of arranged marriages or forbidden love to modern depictions of young romance, heartbreak, or desire. Family dynamics and emotional dramas are also common themes, offering a blend of tradition and relatability.

Settings

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The settings vary from traditional backdrops like palaces, temples, and rustic rural landscapes to urban environments that reflect contemporary Desi life. The incorporation of vibrant colors, traditional architecture, and festive scenes adds depth and cultural authenticity to the visuals.