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The visual world of Kenan Dogulu's new song, Bumaya; was created by award-winning director Ecem Lawton, who drew inspiration from a story by Edgar Allen Poe. The video's creative producer and choreographer Marvin Brown, who works with artists such as Jennifer Lopez, Beyonce and Dua Lipa; enlisted the help of talented dancers such as Shyvon Campbell, Devin Walker, Triana Steward, Anna Santucci, Callum Sean Macdonald and Anjula Kelly to accompany Kenan Dogulu in the video. The costumes were designed by the creative director of New York Fashion Week 2020, Guvanch Agajumayev. Bumaya has a theatrical vision inspired by Giallo and New French Extremity and questions the themes of life, death, time and magic by symbolizing them with colors.