How do you get Sevdaliza, Grimes, Madonna, Julia Fox and Ferg in one space? By using the same technology that is often weaponised against artists, instead, as a vehicle to bring them together as collaborators. That’s how. Amid all these uncanny portrayals of artists, who is really there?

Featuring: Sevdaliza, Grimes, Madonna, Julia Fox, and ASAP FERG

Whatever medium it is that Sevdaliza and Grimes speak through, they are constructing worlds of their own that mirror and distill the world we all share.

The video for “Nothing Lasts Forever” plays with the theme of transience in a digital landscape. In a world where filters are always within reach and reality blends seamlessly with our digital identities, this music video questions our common reality in an entertaining way. Sevdaliza and Grimes are constructing worlds of their own that mirror and distill the world we all share.

Sevdaliza and Willems Kantine present their newest complexity overdose. Multiple forms of design reaching the touching point to create a coherent message of what nothing lasts forever feels like. Whatever medium Sevdaliza speaks through, there is always a message. The video touches on topics such as female masculinity and the pressure to have the perfect physique. There is a reference to Machismo culture, with a 80s Benz featuring - placing a female artist in front of a vehicle you may associate with rappers instead. We see bodybuilders seemingly working with musical hardware and controlling the music, as if they are in control of reality itself. All punctuated with Sevda’s hardcore dancing (choreographed by Shay Latukolan) and her and Grimes driving large imposing cleaning vehicles through the space.

Willem and Sevdaliza share a love for Gabber style videos. The Rotterdam Hardcore scene in general is a huge inspiration. Rineke Dijkstra the Dutch artist was a HUGE inspiration for shooting the visual the way it came out. She as well puts people in front of the camera, one frontal angle, let the human subject breathe, and that’s just what the viewer watches.

The project has a simple aesthetic, but complex in its build and depth. The videos are slow-paced and meant to draw the viewers in, but it is up to them to continue watching. In a way, the project is a visual workout that triggers a “what in the world is Sevdaliza up to this time?”

With the rise of TikTok and other trends the actual time consumers watch videos like ours has been steadily decreasing. Our project is a response to this phenomenon and challenges the notion that art needs to cater to a specific audience to be successful.

Sevdaliza is normally portrayed as a goddess but here, for this special visual in collaboration with director Willems Kantine she is portrayed in a way tailored to our ever decreasing attention span and with a touch of humor.

“True liberation is breaking free from inner and outer expectations, a journey worth embracing despite the bruises”.

The accompanying video for ‘Ride or Die’, directed by Amsterdam-based creator Willem Kantine, does not escape the phenomenon of digitally generated likeness. Featured throughout the video are figures of bikini-clad competitive bodybuilders wearing (with approval) the deepfake faces of A-List celebrities.

The posed, flexed likeness of Grimes, ASAP Ferg, Julia Fox, and Madonna move to highlight the eternal quest for unrealistic perfection within a digital age, making great use of a technology that is so often weaponized against high-profile individuals such as themselves. ''Admiration and adoration turn into weapons when women challenge expectations” explains Sevdaliza in a press release.