Ed Sheeran continues to push creative boundaries with “Azizam,” a soulful new single steeped in cultural homage, now brought to life through a cinematic music video inspired by Persian wedding traditions. Directed by Iranian-American filmmaker Saman Kesh and produced in collaboration with Swedish-Iranian hitmaker Ilya Salmanzadeh, the video offers a warm, vivid glimpse into a culture close to the song’s roots.
Released earlier this month, “Azizam” takes its name from the Farsi term of endearment meaning “my dear” or “my beloved.” The video begins with Sheeran in a creative rut, pacing around a studio before being swept into a whirlwind of celebration — a full-scale Persian wedding. What follows is a visual feast: exuberant dancing, joyful chaos in the kitchen, traditional styling, and heartfelt embraces from family and friends. The celebration ultimately sends Sheeran crowd-surfing back into the studio, where Iranian music legend Googoosh delivers a humorous nudge: “Write a hit song.”
In behind-the-scenes footage shared on Instagram, Sheeran is seen practicing Beshkan (the iconic Persian snap) and studying Farsi pronunciation to fully honor the authenticity of the experience. “It was something I’ve just never done before, and it was exciting and new,” Sheeran said, reflecting on the creative journey.
The video was born out of a vision by Salmanzadeh, who urged Sheeran to showcase Persian culture through the lens of a wedding. According to Sheeran, the traditions he witnessed held striking similarities to the Irish weddings of his youth, yet remained uniquely rich with their own rhythms, rituals, and sense of joy. “But underneath it all is love and pride,” he shared in a heartfelt post. “Azizam” stands as a vibrant fusion of sounds and stories — a testament to music’s power to connect across borders.
Through embracing a culture not his own with deep respect and collaboration, Ed Sheeran adds another bold, heartfelt chapter to his evolving artistry. The single has resonated deeply within the Persian diaspora, as many celebrate the representation of their culture in a mainstream context.
On April 18, 2025, Sheeran released a new version of “Azizam,” sung entirely in Farsi, featuring Googoosh. In a heartfelt Instagram post, Googoosh thanked Sheeran for highlighting such a beautiful part of Iranian culture and for embracing their community with this song.
“Ever since we came to the west, we’ve been getting negative press,” Persian comedian Maz Jobrani remarked in an Instagram post. “So anytime anyone in the west does anything remotely good about us, we get excited!” This sentiment echoes the joy felt by many in the Persian community, as Sheeran’s work offers a refreshing perspective on a culture often overshadowed by negative stereotypes.
Sheeran’s collaboration with Salmanzadeh was inspired by the realization of how much Persian and Irish folk music have in common. “Azizam” blends these influences into a pop context, showcasing the beauty and complexity of both cultures. Sheeran noted that the melodies and rhythms felt familiar to him, yet distinctly different, illustrating the universal language of music that transcends borders.
As Sheeran steps boldly into a fresh new phase for 2025, he confirmed that his upcoming album is “done” and that he plans to share new music every two to three weeks. This includes a new track called “Sapphire,” which is set to be released in the coming months. The artist is also gearing up for a series of European shows from May to September 2025, followed by performances in Bhutan, India, Qatar, and Bahrain.
“I wanted to create a party atmosphere in a song,” Sheeran explained. “Ilya Salmanzadeh, who I worked with on the track, helped bring that to life. He was so inspiring to work with.” The infectious energy of “Azizam” reflects this vision, as the song invites listeners to celebrate love and connection.
With its vibrant celebration of Persian culture, “Azizam” stands as a bridge for those grappling with their cultural identities. For many in the Persian diaspora, the song evokes a sense of belonging and pride, allowing listeners to reconnect with their heritage in a profound way. The incorporation of traditional instruments like the daf and santoor further emphasizes the celebration of cultural roots.
In a world where cultural representation is crucial, Sheeran’s “Azizam” serves as a reminder of the beauty and richness inherent in Iranian culture. It highlights the potential for music to foster understanding and connection, breaking down barriers and celebrating diversity.
As Ed Sheeran continues to explore new territories in his music, “Azizam” will undoubtedly remain a significant milestone in his career. It’s not just a song; it’s a celebration of love, culture, and the shared human experience that resonates across borders.
