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Dudu (2003-2004):
His EP/hybrid album Dudu (Woman) was the first to be released by his own label HITT Music, in the summer of 2003. It was the first album of its kind to sell over a million copies in Turkey, while the title track won Tarkan a "Song of the Year Award" in Russia.Because his successful creative partnership with Aksu had ended over the ownership of "Şımarık", he worked with singer-songwriter Nazan Öncel on both Karma and Dudu. Öncel's own Yan Yana Fotoğraf Çektirelim album was published under the HITT label. He also released his own perfume line entitled "Tarkan" at the start of 2004.
Although musically a continuation from Karma, image-wise Dudu presented different visuals from the 2001-2003 period. Sexuality became secondary in terms of fashion and concerts were toned down to become intimate affairs.The new image portrayed a more laid back Tarkan sporting shorter hair, and wearing less glamorous designs. It was a declaration that glitz and sex were no longer a necessary tool to sell his works. Indicating his desire to show different sides of his personality, "It's not important how sexy I look or whether I dance sexy," he said of his new look.

Tarkan Tevetoğlu (born October 17, 1972), simply known as Tarkan, is a World Music award winning Turkish pop singer. He was born in Alzey, West Germany, and raised in Turkey. Tarkan has been known for the use of sexual and romantic themes in his work and has been nicknamed the "Prince of Pop" by the media.He has released several platinum-selling albums during his career, with an estimated 29 million albums and singles sold.He also produces music through his company HITT Music, which he established in February 1997. One of a few European singers that has managed to span chart success over three continents without singing in English, the artist is also noted for his live stage performances. Tarkan's effect on Turkey has been compared by The Washington Post as analogous to Elvis in America circa 1957 and Atlantic Records co-founder Ahmet Ertegün described him as one of the best live performers he had ever seen. He has also been listed by Rhapsody as a key artist in the history of European pop music, with his signature song "Şımarık" as a keystone track that moved the genre forward.