Parmod Sharma Rana is a renowned director with more than thousands of chart-busting music videos in his kitty. Over the years of his career, he has been associated with prominent personalities of the Punjabi music industry. Parmod’s journey began as an actor which later culminated into the direction. He also owns a production company ‘Sohraab Films’. Some of his notable works include Bidayi – Babul Da Vehda, Jaat Vs Jatti, and Saazish.

Recently, the Phagwara based artist opened up his musical journey and his attempt at portraying stories of his beloved Punjab to the masses through his music videos.

The inception

“Like everyone, I also aspired to be an actor. But by God’s grace, I have done better for myself as a director. So far, I have done about a thousand music videos and continuing the journey. I feel humbled and happy”

Cross-generation exposure

“I have worked with generations of singers – beginning with the likes of Surinder Shinda, Sardool Sikander, Harbhajan Mann to my contemporaries Diljit Dosanjh, Gippy Grewal, and Amrinder Gill. Afsana Khan and Mannat Noor are the young artists that I am currently working with.”

What sets apart ‘Then’ from ‘Now’

The music industry has undergone a complete change. Today, it’s social media that makes a star, something that was unheard of when I entered the industry.

Eat, Play, Repeat

“I am a true-blue Punjabi, who is in love with food. I can have aloo paranthas every day. Having said that I am equally conscious about burning the calories I consume. I played kabaddi earlier, and now I gym, run and go cycling. Even though the lockdown, I ensured that I stayed regular with my workouts.”

Songs of the soil

“In 2021, I turned producer with the launch of Sohraab Films. It’s the stories of our land that I want to tell through my music videos. We released Bidayi – Babul da Vehda by Jaspinder Narula. The song’s got immense love, so many girls have reached out to me to tell me how the video made them cry.”

Learning from the lockdown

“This unprecedented time made me value relationships even more. Only in tough times, one gets to know who actually has got your back. Many just walked out, those who truly valued you, became your support system. The lockdown made me value the genuine bonds and appreciate life”