New single blending Farsi lyrics and Iranian melodies divides music writers but becomes instant cultural moment for Middle Eastern listeners
The opening notes of Ed Sheeran's surprise new single "Azizam" - a shimmering blend of Persian instrumentation and the star's signature pop sensibility - have triggered an extraordinary emotional response from Iranian communities worldwide.
While music critics debate the track's authenticity, Farsi-speaking fans are celebrating what many call "the best Nowruz gift" from a global superstar.
Released last week as the lead single from Sheeran's upcoming album Play, the song's title ("my dear" in Farsi) and Iranian-inspired production by hitmaker Ilya Salmanzadeh (Ariana Grande, Beyoncé) have resonated deeply.
On Instagram, @teddysphotos captured the collective sentiment: "Hearing a beloved artist embrace our language with such care? We feel it. And we're here for it." The post has amassed over 721,000 likes from Persian fans.
The Guardian's three-star review typified the mixed critical reception, calling the Persian elements "incidental" to an otherwise conventional Sheeran pop formula.
The Telegraph was harsher, dismissing it as "banal, featherweight musical Esperanto" - though conceding it would likely dominate summer playlists. Fans have roundly rejected this assessment.
"That Persian melody in the background sounds greattt" tweeted @ShirazMusicLover, referencing Iran's flag colors. On BBC Radio 2, an Iranian-British listener texted: "Hearing our musical heritage woven into a global hit? It's revolutionary."
For longtime Persian fans like @SheeranFan93, the track carries profound personal meaning: "After 11 years following Ed, I never imagined waking up to his voice saying 'Azizam' on Nowruz [Persian New Year].
You gave us the gift of feeling seen." The comment reflects how Sheeran - who learned Spanish for a J Balvin collab and sang in Punjabi live in Mumbai - continues bridging cultures through music.
Producer Salmanzadeh, born in Iran before moving to Sweden as a child, told collaborators the project was about "celebrating where I come from."
The track features traditional santur (Persian hammered dulcimer) and ghatam (clay pot percussion), layered with Sheeran's acoustic guitar. "The rhythms felt strangely familiar to Irish folk," Sheeran told Greg James, referencing his own heritage.
The release comes at a pivotal moment for Sheeran. His last two introspective albums underperformed by his standards, with 2023's Autumn Variations failing to go gold in the UK.
Yet his streaming dominance remains unchallenged - Shape of You is Spotify's second-most played track ever (4.3 billion streams) - and "Azizam" already shows viral potential in the Middle East, the world's fastest-growing music market.
As the song's Farsi chorus ("Azizam, meet me on the floor tonight") echoes through Persian households worldwide this Nowruz, its true impact may lie beyond charts.
For Iranian fans like @BlueParakeetRugs, who jokingly offered Sheeran a "soulful Persian rug" for future performances, the track represents something simpler: "Finally, our culture gets to be the main character."
Sheeran appeared as a guest on Scott Mills’ BBC Radio 2 breakfast show today, April 4, unveil Azizam, which he explained means “my dear” in Farsi.
Azizam is out now, with album Play expected this autumn. The Citizens of the World Choir, featuring refugee singers, provide backing vocals
