So Ed Sheeran has gallantly stepped into the space of Persian culture. He recently premiered the video for “Azizam,” the lead single from his forthcoming album, Play. The video premiered on April 18th. It was a stunning display of an exuberant Persian wedding party that included famous Persian wedding performers such as Googoosh, Andy, Omid Djalili, Eyelar and Servin Alenabi.
In the story of the music video, Sheeran has accidentally stumbled into a wild wedding reception all while trying to overcome his writer’s block. He now stands in a lofty hall before an admiring company. Once he starts playing “Azizam,” though, they’re all over him. It’s a moving experience fostered by the program’s exciting energy. Sheeran crowd surfs through the revelry before being sent back in the recording studio.
I contacted [director] @saman_kesh, who I have worked with before, who is Persian, and asked him to basically make a video which is me going on a crash course Persian wedding,” Sheeran explained. He wanted to introduce them to something new, to offer a different perspective for those who may never encounter a Persian culture.
The video does a great job of capturing the wedding excitement but the video acts as a cultural bridge. Sheeran draws parallels between Persian and Irish weddings, stating, “Much like the rhythms and instrumentation of the song, I find our two cultures have so much intertwined similarities. Underneath it all is love and pride.” Having grown up going to Irish weddings, he pointed out the similarities and differences in how these celebrations play out.
The music video includes a cameo from legendary singer Googoosh, who is truly compelling in her limited screen time. Along with Googoosh, the clip shows Sheeran learning to walk through a kitchen and cut up vegetables as he dances behind chef Omid Djalili. The vibrant, arcade-like energy of this short, imaginative and totally delightful clip is meant to capture the feeling of a Persian wedding in all its splendor.
Producer Ilya Salmanzadeh was a huge influence on establishing the tone of the music video and its creative direction. After completing ‘Azizam’ in the studio, Sheeran asked for his counsel on how to properly visualize the song. Salmanzadeh pitched the idea that the best way to share this with audiences would be to use a Persian wedding to tell the story.
He wanted to create a wedding experience that appeared novel and surprising the first time through for the non-Persians. He was hoping it would be daunting but just super, super fun. Sheeran said of Salmanzadeh’s vision for the project.
The music video is accompanied by Ed Sheeran’s newly recorded release of a Persian version of “Azizam.” This Spanish version launched in tandem with the English version. This bilingual endeavor speaks to Sheeran’s dedication to honoring and showcasing cultural diversity through his music.
“I loved the day shooting,” Sheeran reflected. “I learnt so many new things, got to experience all of it with my dad, and work with amazing people like @andymusic1, @omiddjalili, @eyelarx and @shervinalenabi.”