Kawan 2 Remix
When Tigerstyles came to us they were looking for something different from their usual style of live-action music videos. Kawan 2 was a brilliant bhangra song featuring Bikram Singh and Gunjan which was No.1 on the iTunes UK World Singles Chart, No.1 on the BBC Asian Network Official UK Downloads Chart and No.4 on the
iTunes USA World Singles Chart on release and when the remix of Kawan 2 came out you would expect anything but ordinary. The remix of Kawan 2 was given an EDM touch with a soulful voice and three different drops, inspired by the original in which the song took a new turn each time a vocalist made their entry.
The Kawa Kawan basically means a Crow in Punjabi, so the main idea was conceptualized around a it. The crow would be the central character and the entire world would be designed to react around it. This song is based on a legend in which a young girl exhorts the crow to find out the whereabouts of her beloved. Our brief was to create unique visuals to match the lyrics and most importantly appealed to a young audience. After some initial concept designing, we decided that our video would be centered on the journey of this crow and how it explores a new world every time the song takes a new turn.
Entering the world of the Crow Master. The Crow is mostly symbolized with prophecy and mysticism. So we tried to stick with that belief and expand on those lines. From here on the idea was to create a dark and intriguing visual that goes well with the notion on which the track was created. We stuck to the core essence but also wandered a bit on the abstract side of it to symbolize the unknown. The output hence was a mix to slow and fast paced visual storyline which complements the beautiful tune.
Taking the audience by surprise! From the time the remix was produced Tigerstyles were very clear about going experimental with the video for their existing audience base. It was all about an entirely new experience for their fans and how they engage in seeing things in a new perspective. We were quite confident that given the style and treatment of the visuals it would be well taken, especially by the youth.
The results were no surprise. On its release the video created quite a buzz on various media outlets especially in the UK Punjabi circuit, adding more admirers to their existing fan base. The video got featured in the top charts of BBC Asia Network and Brit Asia TV. It also got featured in the upcoming and trending music videos on MTV Iggy.