At a time when being sucked into algorithms, trends and patterns is easier and safer, Naveen Cano distinguishes his content creation with the employment of humour, dreamy visuals and nostalgic themes. His videos spell out accessibility and charm that he believes are carried and dictated by the soundscape he chooses. We speak to Naveen, who takes us through his thought process and creative sparks.
What is it like to be a content creator who injects substance and wit in all his work in the current creator ecosystem where most content is formulaic?
Personally, I believe wit is the most superior form of humour, but to each his own. I think it's something that needs to come to you naturally for it to not feel forced. Now that can be a blessing and a curse because there are days it just doesn't click and you're left hanging with a video that feels empty and lacks personality.
Coming to the formulaic aspect of content these days, I believe the internet, much like you and I, grows in phases. Each phase is characterised by certain trends and styles, and the most successful individuals are the ones that create the trends rather than follow them. So, when I create, I'm not just looking to create for the future but also to separate myself from the competition. Creating my own market of sorts that no one can enter so consumers only have one seller to go to, me.
How do you keep the creative spark alive?
Rules to me are just guidelines. Take your time to learn and master them. Once you do, you'll know when and how to break them and that's how the most unique pieces of work originate. Breaking the rules came naturally to me, yet my work still felt soulless. However, once I went back to the basics and learnt the rules, I understood where I was going wrong before. One must go through that process of learning and unlearning to discover their own creative style, and I'm still finding it.
What are some of your favourite videos you've done?
I've made a lot that I enjoy but only two come to mind at the moment. The video where I address my Hindi teacher is one that's close to my heart because every bit of it is true and didn't require much acting or dramatisation. My Hindi is that bad. The second is my reimagined version of the Pokemon video games that I shot using my old Gameboy, which I came across after many years in the loft. I've spent many summer holidays on those games and finding them again after ages brought back so many memories that I had to create a video around it and share that feeling of nostalgia. I even made sure I played the whole thing again so that I remembered all those tiny details to add into the video.