SCANDALOUS!!! But really?

Actually, it was neither. Although the billboard was most unexpected, everyone instantly recognized the participants: the media icon Azis and his boyfriend. The billboard was part of a media campaign to promote one of Bulgaria’s new broadcast television channels (TV2), to be launched on November 25.

Azis, however, is anything but unknown to Bulgarian society. He is one of Bulgaria’s best singers of chalga, the musical style that blends Balkan, Arabic, Turkish, Greek, and Gypsy rhythms (immensely popular, though seen as highly lowbrow). What is more, in the past few years, Azis has pushed the limits of the socially acceptable on his quest to shock the public.

A noted cross dresser of gypsy (Roma) heritage, he has made frequent allusions to his sexual life in (sometimes) graphic detail. He caused controversy when he sired a child through artificial insemination, which many people found unacceptable, considering his scandalous persona. He married his boyfriend Niki the Chinaman, although the marriage is not legally recognized. His autobiographical book I, Azis (Az, Azis) shocked readers with its pornographic content concerning the early years of the star. One of his promotional billboards in the capital center showed his exposed buttocks, although it faced the monument of Bulgaria’s greatest revolutionary, Vasil Levski. (City officials took it down after a public outrage by noted intellectuals and citizens.)

Even the TV2 billboard had an extra-added tinge of controversy – in it, Azis showed off his new silicone-filled breasts, the result of plastic surgery that was much discussed in the tabloids. Azis’ effeminate demeanor, questionable sexuality, and eccentric statements have gained him notoriety. However, they have simultaneously converted him into a super-successful media sensation.

Azis is a top-selling artist; he sought to represent Bulgaria in the Eurovision 2006 contest; he participated in VIP Big Brother; and he was a key member of the “Evroroma” political party, though he did not receive enough votes to enter parliament. Perhaps, the most significant proof of Azis’ notoriety and acceptance by Bulgarians is his success in the program “The Great Bulgarians,” a campaign-poll by the national television to identify the greatest Bulgarians of all time. Azis was voted the 21st greatest Bulgarian of all time and the second ranking living person on the list, after football player Hristo Stoichkov, who placed 12th. Now, Azis is looking forward to his own late-night talk show on TV2, a show that he hopes will become the most popular in prime time television.

Yet despite the controversy surrounding Azis, one should not jump to conclusions about Bulgaria. Despite his fame, the country remains predominately conservative in its social norms. Homosexuality, invisible during sixty years of socialist rule, is slowly recognized and gay rights are currently not on the government agenda. Homophobia is widespread, although people in urban centers are more tolerant towards homosexuality.

Despite his media success, most Bulgarians see Azis’ actions as publicity stunts. Many people comment that as the public adapts to the latest controversy, Azis is forced to escalate the shock value of his actions in order to keep the media attention on himself. Azis himself confirms this. Regarding his breast surgery, he stated, "I am ready to do anything for a high rating for my show! As you can see from the pictures, I sold my body, or as we say it, got a tuning.”

Even Azis’ seemingly phenomenal success on “The Greatest Bulgarians” is not what it seems. The top spots in the polls were occupied by famous historical figures (Vasil Levsky was voted #1), noted intellectuals, and successful statesmen. Whether the predominately-young voting audience chose Azis for his notoriety or in jest, the majority of Bulgarians point to Azis as an example of what one should not be, rather than as a model worthy of emulation.

The fall of socialism created an identity crisis in Bulgarians. The socialist government assured the people’s well being, although it enforced conservative cultural norms through censorship. The transition to capitalism eliminated these norms as well as most guarantees of financial security. All sorts of controversial content flooded society, while many people suffered during the economic transition. In response, viewers turned to entertainment as a way to escape reality.

Whether Azis will remain a permanent marker of Bulgarian popular culture is questionable; most indicators say “no,” lest he should continuously reinvent himself to shock the public. Ultimately, the controversy of Azis is important because it highlights a society in transition – a society heavily guided by the past, yet confronted with the challenge of creating itself anew.

[The author looks forward to your comments.]

Sources:

Azis' chalga musical videos
"I love you"
"You say that you love me"

Photos and articles
Billboard and main article. Interesting comments below.
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