HellyLuv and her music video ‘Risk it all’ went viral in the Middle East. Ranja Faraj takes a closer look at it and explains what it means to be a female risktaker.
Before I start this article, I would like to address that I am for the happiness and freedom of all. This video I am using is perfect to bring a very interesting discourse forward. I believe music is subjective and I am not criticizing this particular song sonically or attacking the singer, HellyLuv. I am merely using the reaction this video caused as well as what this video represents in terms of the apparent progression of the Kurdish population.
It is not a huge surprise that this song was musically designed to be commercially successful and contemporary. It does sound nice and it’s current exposure shows that there are likers and dislikers out there. Firstly, I want to magnify the issue of why some like it and some do not.
The Good, The Bad And The Passionate
Those who like the song, support what it represents and see it as a great platform to push Kurdistan forward have genuine reasons, though to what extent? On the other side you have people who dislike the song, see it as regressive for Kurds or even tarnishing and those who see it as a mere copycat of Western culture and the loss of our own. Both are right.
The reason why is because, here, we see a cross section of society, the immigrant in another country. A society living within someone living in a different society. The one who can feel at home in two places but is not perceived to be. The natural instinct would be to bring the two together because that is what one knows, what is embellished in their identity. So when HellyLuv, and many others, use a passion as a platform for their heritage you get a huge array of consequences, both good and bad.
I love culture and it is the differing cultures that makes one appreciate and distinguish one another. So, with the large generation of multi-culture kids, you face a fusion of culture already. Is this progression for society or is the preservation of each culture progression? Do we form a culture together and follow the dominating popular West in order to progress? Does it matter what culture we have as long as we do have culture?
The Wild Wild West
Another perspective is how the elite in South Kurdistan are encouraging foreign investment and with this you get foreign influence evidently and foreign products and demand for foreign goods increase with it and so on. Now, you would expect the younger generation in Kurdistan to desire Western culture when it is their investment which has seen the prosperity rise. So, what is wrong with HellyLuv playing to a strength she has and using it to unify an untapped generation that listen to the music that she makes? The elders in Kurdistan want money and with it came the culture. It seems that their hypocrisy denies their right to complain.
I am trying to figure out whether being three steps behind the West is better or worse. South Kurdistan are outsourcing resources and the West are outsourcing their culture. Who is winning and who is losing?
Are You Ready For This Jelly?
What about the Beyoncé Effect? There has been an increase of using women as empowering figures in the realm of the music industry. Your assumption may be why would that be relevant, let alone detrimental.
Look at it like this, the emphasis on independent women and fierceness and such for women exists and is marketed well and proven commercially successful. Now, when have you heard a song about an independent man who has to sing about issues to empower himself? It is a double standard. The reason why is because it’s marketable and you can create fandom. If a female wants to become successful right now, it has to target a following. So, when a female artist wants to achieve commercial success, they will target areas they can create a strong affinity with: females and issues of equality. It sounds very callous but it has become that and it is being recycled.
HellyLuv of Arabia
“A woman poses with two lions and a tight dress in a music video and suddenly women are equal.” No.
That is not the case and what is unfair to HellyLuv is how much responsibility has been put on her shoulders. She is doing what she loves yet there are people turning it into an international forum for the progression of the Kurdish population. Then there are people with vulgar comments from small villages consisting of 9 men to 1 women to 13 donkeys. Then there are death threats from self-righteous religious extremists. Then there are remarks from the ever so kind and thoughtful Kurdish women. There is a huge array of perspectives and arguments but let’s flip it on its head:
It’s a White Woman’s World
If an ordinary white woman sung this song, would there be this much outroar? If a white woman is free from any restrictions and implications when she wants to make music, why is HellyLuv different?
You can look at HellyLuv and see Arabification or you can snicker and gossip about HellyLuv trying to mimic MIA, Beyoncé, Shakira or Nicole Scherzinger. The parade of Kurdish flags in the video may show nationalism and pride, good or bad however you want to view it. Essentially, she is a bad person because she did what she did. That is the general view I have come across and it sickens me. HellyLuv will inspire a generation because she is a first.
Who Run The World? Girls?
What if a Kurdish man sung this song?
There would be no remarks that breach the wall of either “oh, he is trying to innovate Kurdish pop” or “he has sold his soul to the west”. Look at Darin, Swedish Pop Idol star, who was the first mediocre Western singer who had a Kurdish background. Darin was praised and idolised publicly. In similar circumstances, HellyLuv is in the crossfire of all kinds of judgement. Now, it simply cannot be because she is a woman… well no, maybe it is. All I can be certain of is that HellyLuv brought this up, unknowingly I assume, and now that it is recognised in a medium we can all see and discuss, there will be a push forward in this discourse.
Please, I want to hear your thoughts.