While watching out-of-the-box music videos like ‘Big Dawgs’ and ‘Run It Up’ that peaked on global charts, we often overlook the visionary behind them. Bijoy Shetty is the man who brought a new and raw perspective of Indian hip-hop to the global forum. Unlike most Indian music videos by internationally well-known artists who use repetitive concepts that has now become oversaturated, Shetty takes a very unfiltered and culturally rooted approach towards his craft.
(Courtesy: Browncrew Productions)
Shetty has shot many music videos with artist Hanumankind, whose breakthrough song ‘Big Dawgs’ gained international success in 2024. Each video visualized by Shetty for the rapper deviates from the herd of superficiality available extensively in the market. In an exclusive masterclass with the students of St. Paul’s Institute of Communication Education, Bijoy Shetty noted that, “understanding of music to a large extent depends on the relationship shared by the person who’s making it and the one who’s creating the visuals.”
From ideas to creation, he gives viewers a peak into his emotions from behind the lens, which is rare and hardly felt in any music-driven visual art in today’s time. It is evident in his craft that he weaves his personality into his creations.
(Courtesy: Satya Tirtharaj Ghosal)
Shetty’s line-up of work reveals his versatility in the art. From showcasing videos oozing masculine swagger like ‘Big dawgs’ and ‘Run It Up’ to an introspective, soft-toned warmth in ‘Weightless’ and ‘Gulaabo’. “After a point, I realized I don’t want to make only high-energy masculine videos. I also wanted to get in touch with my feminine side, my soft side,” added Shetty.
(Courtesy: Sanjith Hegde)
Rare, real and unfiltered are the words that describe the personality of Bijoy Shetty which translates vividly into his work. Through his videos, he encourages viewers to question how India is portrayed in the West, often by artists from those same countries. His conviction to his craft is visible in his deviation from the mainstream profit-centered concept of making music videos, compromising originality.
“You don’t need to follow rules to create because it is the practice of the craft not the thought of it,” Shetty remarked. And at times, taking the unconventional route may lead to unexpected breakthroughs.
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