Dubai’s JBR boardwalk has a new attraction, a massive heart-shaped balloon floating above, all in the name of Ed Sheeran’s latest single Azizam.

The eye-catching promo is part of a global campaign for the track, set to drop this Friday. Dubai hotspot Bla Bla is among 12 locations worldwide taking part, alongside cities like Berlin, Tokyo, and New Delhi. The striking red balloon, stamped with Azizam in Farsi and its Arabic equivalent Azizi (“my dear”), was displayed, courtesy of Warner Music Middle East.

This grand gesture comes ahead of Sheeran’s much-anticipated UAE return next month when he headlines the Off Limits Festival in Abu Dhabi’s Etihad Park on April 26.

Sheeran Goes Global with New Track

Fans got a sneak peek of Azizam on March 19 when Sheeran teased clips on social media. The upbeat dance track features the word Azizam in the chorus alongside the lyrics “meet me on the floor tonight.” The song has Iranian music influences, thanks to Sheeran’s collaboration with Swedish-Iranian producer Ilya Salmanzadeh, who’s worked with stars such as Ariana Grande and Ellie Goulding.

Speaking about the track on Instagram, Sheeran revealed how exploring Persian music reminded him of his Irish roots. “I loved how the rhythms, scales, and melodies felt so different yet familiar. It just proves that music truly is a universal language,” he said.

Adding to the excitement, Sheeran also recorded a full Farsi version of Azizam, which he revealed on The Tonight Show Starring Jimmy Fallon. “It’s been really cool, man,” he said, adding that the Persian community has been incredibly supportive of the track.

Not His First International Experiment

This isn’t Sheeran’s first foray into global sounds. Back in 2017, he dabbled in Ghanaian music with producer Fuse ODG, singing in Twi on tracks like Bibia Be Ye Ye and Boa Me.

All eyes are now on Sheeran’s upcoming Abu Dhabi gig. If his past shows are anything to go by, fans are in for a night to remember.

(Source: TN)