We frequently receive translation requests that we ultimately reject, but we typically do not make this information public. However, we have chosen to make an exception for the song “Sigma Boy” due to its perceived propaganda intentions.
The song “Sigma Boy” was released in October 2024 by Russian child singers Svetlana Chertischeva (Betsy) and Anna-Maria Yankovskaya (Maria Iankovskaia). This release came a few weeks after North Korea joined Russia’s war in Ukraine. Notably, North Korea has a history of using children to project a positive image on international social media, a tactic we believe is being employed here as well. Interviews have confirmed that the child singers have little understanding of what they are actually singing.
The term “sigma” originates from alt-right activist and writer Theodore Robert Beale, referring to someone who prioritizes their own needs and goals, prefers solitude, is self-reliant, challenges societal norms and expectations, and notably lacks dominance or a desire to be in the spotlight. It is essentially a synonym for “lone wolf.” This term has gained popularity among Gen Z, alongside other slang like “gyatt” and “skibidi,” as well as numerous other terms that are typically used by Gen Z, even though they tend to incorrectly claim they are used by Gen Alpha, apparently ashamed of their own terminology. It’s a personality type that strongly opposes Russian culture.
In an interview in Russia, Svetlana Chertischeva explained: “Sigma Boy is a very self-confident boy who doesn’t need anyone, and at the same time, all the girls fall in love with him,” and how “The idea was thought up by my dad, and we were the ones they tested it on. We developed it a bit further – we started doing the ‘sigma’ – which is when you alternately pucker your lips forward like a kiss and smile widely.” If this sounds strange, you’re right. Svetlana’s explanation would rather fit the ideology of an “alpha,” which she, as a 12-year-old, might not fully understand, mainly because most people of our age don’t use these terms. However, as she confirmed, the idea was thought up by her dad, which might explain the confusion.
Svetlana’s father is Mikhail Chertishchev, a 38-year-old Russian composer. Upon reviewing his work, it becomes apparent that most of his songs lack originality, with “Sigma Boy” being a rare exception. For instance, his song “Pump It Up” is a heavily edited version of the same-named song by Belgian singer Danzel.
The lyrics of Mikhail Chertishchev’s songs generally have an old-fashioned tone, which would make sense for his own generation but not for his daughter’s. For example, “Pump It Up” would be more suitable for a gym setting rather than a song for a 12-year-old girl. Similarly, “Simple Dimple Pop It Squish” uses terms that are uncommon among our age group, which aligns with the idea that the lyrics were written by her father, not her. Moreover, the lyrics of “Simple Dimple Pop It Squish” include the phrase “Роскомздрав не запретит” (Roskomzdrav won’t ban), which references the Russian government agency known for media censorship—a peculiar inclusion in a children’s song.
Furthermore, the lyrics of “Sigma Boy” include references to Jared Leto and the euphemism “beauty box,” which seem inappropriate for a children’s song. There’s also a reference to the fluctuation of Bitcoin’s value, which feels out of place in a song intended for children. It seems more like something written by an adult with a different agenda rather than a genuine children’s song.
Given these observations, we believe the song’s intention is to improve Russia’s image during a time of conflict in Ukraine, a tactic reminiscent of North Korea’s propaganda strategies. For this reason, we have decided to reject any translation requests for this song without reconsideration. We also declined a sponsorship offer to promote it, as we do not wish to be part of a propaganda effort. There is significant financial backing for promoting this song, as evidenced by the sponsorship offer we received. What others choose to do is their decision.
We were not the only ones to recognize this; the song is condemned by Ukraine’s Center for Countering Disinformation, several European politicians (such as German politician Nela Riehl), and Russian Orthodox traditionalists. In Russia itself, Mikhail Chertishchev and the other creators of the song are accused of sexualizing children, which the previously mentioned euphemism of “beauty box” would certainly support.
Starset – Dystopia
End of Sleepless Whispers
