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IDEOLOGY

SHA LA LA CONCEPT

LOVE. WITHOUT BOUNDARIES.

Sha La La constitutes very simple, yet powerful lyrics against an incredibly catchy melody; lyrics which are repeated throughout the song, but the ideation of those lyrics against different visual backdrops, as the music builds from a whisper to a scream, make the music video’s deeply pertinent message come to light. TO LOVE. WITHOUT BOUNDARIES.

Sha La La as both a song and music video was created as a concept and works in 6 distinct parts: 

Sha La La - The Tradition Of Love
PART 1

THE TRADITION OF LOVE

The journey of woman and man start from individuality, to discovery, to seduction, to realisation, to affection. Everything in the first half is individualistic with a decision factor ‘to love or not to love’. It is also depicted that one chooses to love a reflection of themselves; people who are similar looking to each other. Thus the Hindi lyrics translated into English mean: “in this heart there is little, a love that exists like this, for you are mine, intoxicating me all of the time, that’s why this heart, it goes Sha La La la…”

Sha La La - The Path Of Love
PART 2

THE LANGUAGE OF LOVE

Through time love has evolved. Now you see the same ideology with spruced up visuals of man and woman, different ethnicities, as well as flipped emotions. In the first part you’ll notice the woman looking into the man’s eyes. In the second the woman is looking dead in the portrait scene (pictured) when the man is trying to seduce her desperately. Languages of love are different. No longer are the ways of traditional communication applicable. This leads to the woman seeking affection outside her comfort zone through lust and fantasy.

Sha La La - The Art Of Love
PART 3

THE ART OF LOVE

The Instrumental showcases the art of love and how the different worlds of love collide. On one side, we have the ballet dancer that showcases love in the most aesthetic of ways that society perceives. On the other spectrum, we have the pole dancer, who showcases the same, but society demeans her for it. In the middle we have the pianist who is unnerved by the beautiful woman on his piano, and visualises the music with both the ballet and pole dancer as equal entities whose art is being fueled by the love for the music alone and nothing else.

Sha La La - The Landscape Of Love
PART 4

THE LANDSCAPE OF LOVE

The world has changed. And so has the landscape of love. Gay marriage is legal in major countries, LGBTQ communities have equal rights and are massive contributors to the ecomonies of the world, and even traditional countries who once condemned “being different” and loosening their stronghold. Love evolves to become experimental where the traditional, art and language of love collide to form a whole. Roles between man and woman are reversed. A new landscape emerges.

Sha La La - The Duplicity Of Love
PART 5

THE DUPLICITY OF LOVE

With love things are not what they often seem. There is duplicity, discrimination, hate, envy, and the glass in front of your eye shatters when the truth is revealed. People are not what they seem, both in front of you and when looking through the mirror. But those who believe still persist as love is the highest calling of emotions, of selflessness, of leading a more purposeful life. For it is true what they say: it is better to have loved and lost, than never loved at all.

Sha La La - The Reflection Of Love
PART 6

THE REFLECTION OF LOVE

It is only when we love do we set ourselves up to being hurt, and it is only through being hurt do we realise how much love shapes us. In this paradox, it is the reflection of love that allows us to heal, get up and retry in belef that we can love and be loved again. These boundaries are set within our minds, our own ways of thinking. If you break these boundaries, you will find a love greater than you imagined, more fulfilling than you thought possible, more reflective, purposeful and growth-driven than you feel you deserve. LOVE. WITHOUT BOUNDARIES. 

CONCEPT & STORYBOARD BY

- Shayan Italia &
MUNI AGARWAL

THE GLOBAL

SHA LA LA