Working with ALIYA a second time on her latest single, OH MY GOD, was an awesome and familiar experience. We were able to build on the aesthetic we had already established with her, but diving more into the poppy reds.
Single artwork for "OH MY GOD"
This cover serves as visual foreshadowing for the music video, which metaphorically explores stalking and loss of agency. By presenting ALIYA as both the performer and the controlled, the image captures the duality of being watched and manipulated, making the viewer question: is she the puppet, or is she slowly taking back control?
In the music video, the single cover's puppet imagery expands into a full-scale, surreal performance. ALIYA sits in the audience, surrounded by dancers who have transformed into distorted, freakshow-like figures, each with exaggerated makeup and unsettling movements. They're not just onlookers, they form a twisted chorus that amplifies her sense of being trapped and scrutinized.
At the center of the stage, a dancer dressed entirely in white represents ALIYA's inner self. This figure is tossed and dragged around by the other dancers, each tethered to invisible strings that suggest a higher force pulling the strings, like the creeping feeling of being stalked. The white costume stands out starkly against the green, carnival-inspired outfits of the surrounding dancers, emphasizing her vulnerability and isolation.
As ALIYA watches from her seat, she experiences a painful duality: she's both an observer and the one being controlled onstage. Every time she tries to avert her eyes or leave, the audience pulls her back, forcing her to confront the spectacle of her own subjugation. Their exaggerated, haunting movements are designed to make her feel powerless, a visual metaphor for how she's being psychologically dragged into a situation she can't escape. She's both the main attraction and the helpless spectator, unable to stop the show that represents her own unraveling sense of control.
Social Stats: During the Campaign
"I just got to sit back, relax, focus on my music and let them do all the hard stuff. You don't really get much attention until you do something new and different, and that's what I'm doing."
Music Video: Behind The Scenes
Music Video: Behind The Scenes
What's great about working with ALIYA is that she's always pushing the boundaries of what is expected of her. She's not afraid to take risks and experiment with her sound and style. This is something we really admire and allows us to visually also push the boundaries to create something special and true to her as an Artist.
There is an unspoken trick to running a succesful music campaign, and it's ensuring that even before any music is announced, there is a feeling that something is something, and all the content being posted prior to its announcement behave like teasers to the existing fan base. This is exactly what we did with ALIYA's campaign. Her first photoshoot revealed a totally new look and aesthetic for her. We got creative with her hair and styling, dropping hints toward the theme of the next single through subtlty's in her outfit and surrounding props.
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Being ALIYA's first ever music video, and official music campaign, her behind the scenes photos, doco and reels felt extremely authentic and excitable. For her growing audience, it is extremely inspiring for them to see her at her roots growing and with each piece of content, becoming more confident. It reassures herfanbase that they're betting on the right artist.