Sevdaliza is a not a mainstream artist yet not underground either. With about 150.000 followers on Instagram, she became better well known after her music video for 'Human', released in 2017. The director himself said that he wasn't expecting this much recognition for that video, but the stunning visuals and the creativity put into it shone through and attracted a wide audience, currently having almost 14 million views. Her latest album 'Ison' made it to nr. 1 in the iTunes charts, therefore her music continues to get more attention.
Considering that she was born in Iran, wrote and sang the song 'Bebin' in Farsi and uses different sounds and symbols from the Iranian culture, I can say that the natives from there appreciate her music even more than the international audience, due to sharing and understanding the cultural logic which the audience and song is part of too. In addition, this song was written referring to the US ban on immigrants from the Middle East, an issue which she is very passionate about. In her latest music video 'Shahmaran', she again focuses on racism and oppression of the African-American and middle eastern people. At the beginning of my chosen song, 'Sirens of the Caspian', she tells a legend in French, therefore I think the people that speak the language would be even more drawn to listen to the full song, compared to the ones that don't understand. As French is a very popular language, this song can appeal to a big part of the population. Furthermore, the age group that her music, respectively my music video appeals to, would probably be around 15-35. Her visuals include quite strange, animated visuals such as animal legs attached to her upper body in 'Human' and an odd animation of herself having a black chord going through her back in the music video for 'Marilyn Monroe'. This hyperreality brand is frequently seen in her work, even her profile picture on Instagram and her album covers. This peculiar mixture of the virtual with the real may not be pleasant for audiences who are too young as it can scare them and not get the actual message she's aiming to transmit, and the same goes for audiences of older generations, as they aren't that accustomed to the virtual world and would be attracted to more reality based visuals. As for my own work, the age group would be approximately the same, with the maximum age increasing to about 40. I'm including themes of the powerful feminine, thus kids and pre-teens would only focus on the physical, and wouldn't understand the actual sacredness and beauty beyond appearances of women. As for audiences older than 40 would maybe find some scenes too obscene or too abstract (such as the dancing scene). If we're referring to gender, I consider the female audiences to be more drawn to my music video due to the focus on the feminine energy and how it can come alive through different behaviours. Not only they can personally relate, but understand the differences between the negative and positive this energy can be manifested. When talking about audience, psychographics also come into play. If we look at the schema and the different categories of people, I would say my work would be most enjoyed by the 'explorer' type people, interested in self-identity and self development. The people who want to get a stronger message from a media product, rather than solely enjoying it aesthetically would probably like my music video, or the ones simply curious about more perspectives on what femininity means, and my personal take on it.
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