Photography © Hamza Rochdi
Photography © Hamza Rochdi
"I'm someone who believes in the law of attraction.
You get what you give.'"
"I'm someone who believes in
the law of attraction.
You get what you give.'"
It's impossible to talk about Moroccan Rap without mentioning ElGrandeToto, one of the most prominent leaders of Hip-Hop in North Africa. So we met the one who started from the bottom to end up in the top four worldwide YouTube trends. As his name suggests, Toto has all the makings of a great rapper, and for A Rap & A Cup Of Tea, he details his career and dazzling ascension.
This young rapper from Casablanca talks about his ambitions and the trials he went through to get there. Since the release of his first album Caméléon, this month and featuring some of the biggest names of French Rap, Taha—his real name—has been living a childhood dream, and that's what he came to tell us.
Why did you choose ElGrandeToto as your name? What does it mean to you?
It's a long story. (laughs) There was a dealer in my building named Toto. My apartment was next to his, so automatically, I was his little Toto, you see. I often hung out with his little brothers, and since my name is Taha, it also started with a T like Toto. Then El Grande was because, at some point, he stopped doing stupid things, and that's when I started music. So I took his place some way, but in a "softer" way, you know what I mean? I thought it was a stylish name, too.
Let's go back to the beginning of your career. When did you realise that you were made for Rap?
It was the day I went on stage at the Boulevard Festival in Casablanca. There were 20,000 people there that day, and my parents were also in the audience. That's when I realised that I was made for Rap and not for anything else.
You often mention the street in your texts, for example, in "La Rue" feat. Maestro. Can you tell me more about your relationship with the street?
At the time, I was always hanging out in the streets. It's the first school of life, you know? As Soso Maness says, "Hanging out in the streets doesn't make you a thug". That's not what makes us bad people. The street is an outlet that has helped us escape our problems. It has welcomed us with open arms. I could never have been a rapper without the streets, nor could I have been the person I am today.
What does inspire you musically speaking?
I listen to a lot of French Rap. I started with Ärsenik and Assassin, but now, I listen to everything on the rap scene. I'm not someone who will stay "hooked" to a generation. Whenever there is a new release, I listen directly. I also have other inspirations, such as reggae. I'm open to everything. I'm not "stuck" in a particular genre.
Your project Caméléon includes Spanish, Portuguese, French, and Arabic. Did you desire to highlight several cultures?
I'm really into writing, but the sound is more important to me. Especially with trap music, for example, you don't have to speak the language to like it; it's the melody that counts. That's why there are some words I prefer to say in another language; I thought they sounded better. It allowed me to attract more international listeners; this cultural diversity is essential to export your music.
We have the impression that "Mghayer" is the most essential track in your project. You open up to your audience on a subject that means a lot to you. Wasn't it too hard for you to talk about it?
I'm a rather reserved person. Even if I talk about what's going on in my family relationships, I try not to give too many details, but it is essential to talk about it. Honestly, it's not a song I like to listen to. Of course, I'm happy that it did so well and became the fourth most popular song on YouTube, but in reality, it's a sound that makes me feel bad. Sometimes, showing people your sensitive and human side is also essential. Some see artists as robots who want to ask us for pictures anytime, even when we eat. It may be detailed, but these things make us feel like we're not "human" in their eyes. It's like I'm the Statue of Liberty. Do you feel me? (laughs)
"Doing feats with Lefa and Damso
was a childhood dream!"
Were you expecting to end up in the Top 4 trends?
Actually, 4 weeks before the video was released, I made a promotional post on Instagram where I just wrote "the 27th". Everyone thought I would dump the album like that without any real promotion. In the end, that day, I released a documentary film, and it didn't turn out as expected at all. (laughs) I woke up with 20,000 followers less and comments like: "You're messing with the public". I didn't think people would be upset, so putting out "Mghayer" calmed them down. That's when I realised that Morocco is not yet at the same level as other countries in terms of marketing. Sometimes, I think I'm a bit ahead. (laughs) In the end, we made 1 million in three hours, which could only make me proud.
By the way, you called on the beatmaker Ysos to make this sound. Can you tell me more about this meeting?
One day, I wanted to write something I had in mind but had no matched production. So I searched for it on YouTube and came across Ysos' production, and I immediately told myself that I had to keep it because it was following what I wanted to do. Besides, I respect Ysos's work a lot. So I sent him a message, and he sent me the beats before I paid him! I loved talking to him; we even did some live shows together. He's a good guy, and I liked working with him.
What made you want to do feats with French artists like Lefa and Damso?
It's a childhood dream. I listened to Lefa when he was a member of Sexion D'Assaut, and I've been following Damso since "Comment Faire Un Tube". These are artists that I listened to when I was in school when I was lost and didn't know exactly what to do. Five years later, I found myself with them in my album. It's wild. I would never have believed it! I can only be proud of all the way I've come, even if I still have a lot of things left to accomplish.
You must be really proud!
You know, in Morocco, we don't have certifications. I have almost 200 million views, but I still need to be certified there, and it's a teenage dream I want to accomplish. That's also why I wanted to try my luck in France. If it's a "rapper from the bled who brings a certification to the bled", I think it can change many mentalities. Besides, I launched a campaign called #TousPourleRoRo, which aims to encourage Moroccans living in France to buy the album to speed up the sales process to get the gold record. Getting a gold record is not only for me; it's also for Morocco and future generations of rappers.
Can you tell me the themes you like discussing in your sounds?
In my music, I often talk about a "fallen" generation I am a part of. The one that runs away from its problems. I also make young people understand that dealing is not the only way out. I want to convey that we can get out of this. Even if we are a third-world country and our industry differs from France or England, we can still make it. Of course, I'm also talking about my experience in the streets. I'm just describing what a lot of people go through.
You have inspired a generation of young Moroccans who wanted to get into Rap. It must be a solid feeling to know that you have contributed to the development of Rap in Morocco.
Definitely! I'm not someone who's satisfied with what he has. I always want more. The day the album was released, I remember going back and forth between smiles and tears because it was three years of tense, hard work... You know, I lost my mother in July, she wasn't there to see it, and it was hard for me to deal with that... It was a sudden burst of emotions all at once, and it was not easy.
I can't imagine...
Two days after the album's release, I called my manager Anissa and said, "What's next?" I didn't even wait to see the stats. I already wanted to know the next step. In the end, I made 1000 sales in France, and that's unheard of for a Moroccan rapper, but the very next day, I said to myself: "Damn, I could have made 4000 sales". I'm never satisfied, but I think that's what makes my power: I always aim higher. I never tell myself that it's impossible. You see, I tell myself: "Bercy is a long way, but we'll manage to do it", and the same goes for Coachella. I'm someone who believes in the law of attraction. You get what you give in real life. As they say, "You reap what you sow". (laughs)
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