Universal Music MY pledges stricter creative reviews amid DOLLA music video backlash

Universal Music Malaysia has reportedly removed the latest music video of Malaysian girl group DOLLA from all digital platforms, following public concerns over its content, highlighting the delicate balance between creativity and cultural sensitivity in marketing and entertainment campaigns. 

In a statement posted on Bernama TV’s X account, the company acknowledged that the video contained elements considered inappropriate or sensitive for local audiences. The move comes after feedback from fans and authorities, including the Minister in the Prime Minister’s Department (Religious Affairs), Mohd Na’im Mokhtar.

“As a record company operating in a diverse ecosystem such as Malaysia, we always respect cultural values, religious sensitivities and fans' views,” said Kim Lim, managing director of Universal Music Malaysia. The company added that future projects will undergo more rigorous internal reviews and professional consultations to prevent similar issues.

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The controversy has sparked strong online debate. According to media intelligence firm CARMA, 57% of sentiments around the incident were negative, with discussions focusing on modesty in public performance, religious oversight, and the responsibility of entertainment brands to navigate societal sensitivities.

Some netizens also criticised misogynistic attacks directed at DOLLA, calling for more responsible messaging and creative accountability in the industry. 

A word cloud related to the situation also included words such as "offence", "prosecute" and "misogynistic". 

The conversation extended beyond Malaysia. Truescope’s analysis of global online discussions from 15 to 18 November 2025 found 331 mentions and 20,995 social engagements related to DOLLA’s music video Question. Key themes included religious sensitivity and Islamic values (32% of conversation), artist rights and creative freedom (18%), corporate responsibility (16%), gender politics (14%), fan support (12%), cultural identity (5%), and legal or regulatory frameworks (3%).

Audience reactions were nearly evenly split. Around 38% supported the takedown, citing respect for religious and cultural norms, while 35% criticised it, framing their opposition around artistic freedom, gender equality, and resistance to censorship. Neutral commentary accounted for 18%, mostly media reporting, and 9% expressed mixed feelings, acknowledging both religious concerns and creative rights.

Earlier on 15 November, Mohd Na’im was asked whether his ministry would take action against the video, noting that it featured local artists in clothing that may not comply with Syariah law.

He said a review would be conducted to determine if any offences under Syariah law had occurred. Sabronzo, the only Muslim member of DOLLA, was specifically mentioned in coverage of the inquiry.

Following Universal Music Malaysia’s action, Mohd Na’im posted on Facebook, expressing appreciation for the removal of the video and highlighting the importance of balancing creativity with societal sensitivity.

He wrote that the move reflects “the sincerity and sensitivity of the industry towards the voice of the community” and hoped it would inspire others in the entertainment sector to act responsibly while nurturing creativity.

A+M has reached out for more information. 

Earlier in August, AirAsia tapped the group for its new travel video series, "Unlock ASEAN in real life", marking the 58th ASEAN Day. The campaign highlights the region’s culture, diversity and unity, taking viewers to six destinations across Southeast Asia, including Yogyakarta, Nha Trang, Da Lat, Pattaya, Sandakan and Miri.

AirAsia said DOLLA was chosen for their energy, creativity and youth appeal, which align with the series’ spirit of exploration and resonate with Gen Z audiences, helping amplify the campaign’s reach across the region.

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