With the release of her latest song, “Ielele,” Leyah, the pioneer of cinematic pop in Romania, launches the campaign “Who are Iele?” – a project dedicated to discovering and promoting lesser-known women who are essential to the artistic and cultural world. The initiative aims to give a voice to those who create, inspire, and contribute to the artistic identity of their communities, without already being public figures.​

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From photographers, writers, singers, actresses, or set designers to museum curators, restorers, researchers, architects, and many more, the initiative seeks out those “iele” of the arts – women who quietly yet authentically contribute to cultural heritage, without seeking public recognition.

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"I believe every artist searches for their voice, just like I searched for mine. Ielele is not just a song — it’s a symbol of unseen femininity, of art that exists beyond applause. The Ielele radiate a powerful creative energy. They are a mystery and a magical presence capable of enchanting anyone. Just like cinematic pop music, they create new worlds through art, even from the shadows. It’s time to see them and give them a voice, and March is the perfect month for that — it’s not only nature that awakens now, but also our inner strength." says Leyah.

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How does the campaign work?

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Throughout the month of March, anyone can nominate such a woman by filling out the online form available here.

Those submitting nominations are asked to include a short description of the nominee and explain why she deserves to be recognized.

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Unlike other initiatives that highlight already established figures, the “Cine sunt Iele?” campaign focuses exclusively on women who are not known to the general public, who are not famous, and who do not have large followings.

At the end of the campaign, 9 women will be selected and featured through press interviews and dedicated content on social media, giving them the visibility they truly deserve.

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The campaign’s media partner is Magic FM.

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A campaign inspired by the song of the same name

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The campaign was launched alongside the song “Ielele”, the latest creation written and performed by Leyah, now available on all streaming platforms, including YouTube, Spotify, and Apple Music.

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“Ielele” is a cinematic pop single composed by Leyah, with traditional Romanian influences, inspired by mythology and brought to life through a hypnotic, orchestral, and ritualistic sound. The rhythmic, percussive piano, the incantation-like chorus, and the deep, haunting vocals come together in a dramatic musical arrangement, evoking the mystery of the Iele dance. With a captivating mix of tradition and modernity, the song creates a magical world, balancing between dream and reality.

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In Romanian mythology, the Iele are enigmatic beings of hypnotic beauty, who appear and disappear, living between worlds. Legend says they dance in sacred circles, silently shaping reality, unseen by human eyes. In many ways, women in Romanian art and culture share the same fate. They create, inspire, and leave their mark on future generations without seeking applause or public recognition. Just as the Iele weave invisible threads between worlds, these women weave the cultural identity of their communities through art — with passion, courage, and vision.

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Anyone who knows such a woman is invited to nominate her at this link: https://shorturl.at/gUhQA

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"I know what it feels like to be alone, to feel invisible in a world full of noise, where things that aren’t sensational easily get lost. That’s why, through this campaign, I want to create a space for female artists who need visibility and support. Because if I didn’t always have that support myself, maybe now I can do something for other women. And I do it with gratitude, thinking of the three women who helped me at the very beginning of my journey – I owe them more than I can put into words," adds Leyah.​

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For more details about the campaign and Leyah, visit her social media accounts: Instagram and Facebook.