As Punjabi music industry limps back, artiste says show must go on

Strap: Music director Navi Lubhana shares his post lockdown shooting experience

Ajay Joshi

Tribune News Service

Jalandhar, August 30

As the Punjabi music industry is back into business after a break of over four months, the artistes have a different experience to share. Navi Lubhana (29), director-cum-model, who created quite a buzz in his career spanning just over three years, says, post lockdown, our main concern is to go for maximum productivity with minimum labour.

As the outdoor shooting is still on a halt, we have resumed shooting mostly in the pre-booked locations. Like every other sector, entertainment sector was also hit badly due to lockdown. We still find it difficult to arrange enough workers, who were earlier available almost.

Lubhana has directed over 24 songs, including, widely popular tracks Sunroof, Giddha, Open Head, Channa and Thok Thar Di. Born and brought up in Jalandhar, Lubhana completed his education in abroad. However, his love for music and the Punjabi culture couldn’t keep him away from his homeland. He initially did modelling assignments in projects such as; Nakhre with Jassie Gill, Ja ve Mundeya by Ranjit Bawa, 5-7 Yaar and others. Calling pandemic a first-of-its kind, he said, “As it is said, the show must go on, we are ready to give new wings to our creativity,” added Lubhana. His recently directed video was Giddha (Elly Mangat ft. Afsana Khan)

An amalgamation of traditions and values, his videos also come with a dash of romance, which makes for a beautiful and enriching experience onscreen.

He had his first modelling break in America where he walked the ramp at the American University. From that day on, he hasn’t looked back and has continued to shine with the support of his family and friends.

His journey has not been a piece of cake, till date. He has had his fair share of blunders and last-minute panic moments ranging from non-completion of sets in time, no suitable locations for shoots to technical issues hindering an ongoing shoot. But these have never stopped him and he continues to move forward with his team.

He aspires to make a mark in the Punjabi music industry with his aesthetically as well as emotionally enriching music videos.