Exclusive Premiere: Teen Pop Artist Kiara Chettri Creates A New Aesthetic in ‘Why’ Video

Even though New Delhi singer-songwriter Kiara Chettri’s new single “Why” was about feeling alone and dealing with grief, she wanted to make the music video “as colorful as possible.”

Teaming up with filmmaker, photographer and visual artist Tito, the resultant video is a highly finessed treat to the eyes, showing 17-year-old Chettri at her most definitive, through a lens which aims for art in every frame. Chettri says about the road to making a video, “I have a habit of visualizing music videos for the songs I am writing and I knew this is exactly how I wanted ‘Why’ to look like.”

Involved in everything from outfits to makeup and the set production as well as hair and nails, Chettri confidently says she made sure everything was exactly as she’d liked. In the midst of spotlight shots, closeups of her glitter-speckled makeup adorning her eyes and layers of lights overlapping, Chettri makes an important statement of evolving not just her sound – she released her debut record 4 AM in November last year – but also her entire intention as an artist. She says, “Every music video holds a purpose and conveys a message to the audience that maybe even the lyrics of the song doesn’t at times. It is super important for me to have a say in how my visual identity is portrayed. Everything posted on my social media or anything that I wear is all chosen by me.”

The video gives an additional push to “Why,” which had recently found its way to the top spot of the World Indie Music Charts (it currently stands at number four) and the number two place on the Euro Indie Charts. While her current release was produced by New Delhi artist Rohan Solomon, Chettri has also been writing more songs on her own as well. She says the next single is unlike anything she’s put out so far. She adds, “The rest of 2021 will definitely consist of more music, more music videos and lots of exciting things. I am truly looking forward to all my future projects and my main goal is to be better and better with every song for my listeners and followers.”

Watch the video for “Why” below. Stream the song here.