Latvian Duo “Citi Zēni” and Edavārdi Capture Millennial Malaise with New Single “Kā ir, tā ir”
Latvian pop group “Citi Zēni” have teamed up with hip-hop artist Edavārdi to release a new single and music video, “Kā ir, tā ir” (As it is). The song resonates with a feeling of quiet resignation, acknowledging those days when things aren’t good or bad, just… okay. The release taps into a growing cultural trend of embracing imperfection and acknowledging the everyday struggles of modern life.
The “Six Out of Ten” Generation
The song’s title and lyrical content center around the idea of settling for “six out of ten” – a sentiment that speaks to a generation grappling with burnout, economic uncertainty and a constant pressure to perform. This isn’t about striving for excellence; it’s about accepting a baseline of adequacy when striving for more feels impossible. The artists describe the song as a relatable anthem for those feeling “somewhere between the road and the ditch, between wanting and being able.”
A Shift in Hip-Hop and Pop Culture
Edavārdi’s contribution is particularly noteworthy. He notes that hip-hop traditionally focuses on boasting about success, but acknowledges that most people are simply trying to “survive until Friday.” This represents a shift in the genre, moving away from aspirational narratives towards more honest portrayals of everyday life. The collaboration itself highlights a blurring of genre lines, with pop and hip-hop artists increasingly finding common ground in exploring relatable themes.
The music video, filmed in Riga and directed by Mārtiņš Goldbergs, visually reinforces this theme of low energy and quiet acceptance. The director aimed to capture “the feeling when your internal battery is at fifteen percent,” depicting characters who feel the need to be productive but ultimately choose to simply exist.
The Rise of “Mid-Life” Aesthetics
This trend aligns with a broader cultural movement often dubbed “mid-life aesthetics.” This aesthetic, popular on social media, embraces comfortable clothing, low-effort hobbies, and a rejection of hustle culture. It’s a visual and philosophical counterpoint to the curated perfection often presented online. “Kā ir, tā ir” provides a sonic representation of this aesthetic, offering a soundtrack for those who are tired of pretending everything is perfect.
Production Details and Creative Team
The song’s music was composed by Roberts Memmēns and Toms Jēkabs Kagainis, with Memmēns as well handling production. Marks Rēpelis mastered the track. The lyrics were a collaborative effort between Jānis Pētersons, Dagnis Roziņš, and Edavārdi. The music video involved a large crew, including cinematographer Jānis Upmalis, set designer Nauris Stalažs, and actors Linda Kalniņa, Dagnis Roziņš, Gita Kolcova, and others.
Looking Ahead: Authenticity as a Currency
The success of “Kā ir, tā ir” could signal a growing demand for authenticity in music, and entertainment. Audiences are increasingly drawn to artists who are willing to be vulnerable and honest about their struggles, rather than presenting an idealized version of reality. This trend suggests that artists who can tap into these shared experiences will be well-positioned to connect with audiences in a meaningful way.
FAQ
What is the meaning of “Kā ir, tā ir”?
It translates to “As it is” and represents a feeling of acceptance of things as they are, even if they aren’t ideal.
Who are “Citi Zēni”?
“Citi Zēni” is a Latvian pop band consisting of Jānis Pētersons, Dagnis Roziņš, Reinis Višķeris, Krišjānis Ozols, Toms Kursītis, and Toms Jēkabs Kagainis.
Where was the music video filmed?
The music video was filmed in Riga.
What genre is the song?
It’s a blend of pop and hip-hop.
Who produced the song?
Roberts Memmēns produced the song.
Did you know? The song’s lyrics acknowledge the feeling of simply existing, rather than constantly striving for peak performance – a sentiment resonating with many in today’s fast-paced world.
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