Inez: her rise, her roots and her relentless drive - This is Africa podcast, BBC World Service

Key Concepts

• Independent Artist: An artist who releases music without being signed to a major record label.
• Darija: The Moroccan dialect of Arabic.
• Studio Session: A period of time spent in a recording studio to record music.
• Writer's Block: A condition in which a writer is unable to produce new work.
• Distribution Website: A platform that allows artists to distribute their music to various streaming services.
• Viral: When content spreads rapidly and widely across the internet.
• Hammam: A traditional Moroccan bathhouse.
• EP (Extended Play): A music release with more songs than a single but fewer than an album.
• Modern Standard Arabic (MSA): The formal version of Arabic used in media and official contexts.

Inez: A Moroccan-Dutch Artist's Journey

This summary details the journey of Inez, a Moroccan-Dutch artist featured on the BBC's "This Is Africa" podcast. The discussion covers her upbringing, musical influences, the challenges and triumphs of launching her career as an independent artist, and her personal values that guide her artistic path.

Early Life and Influences

Inez was born in Holland to Moroccan parents who emigrated from El Jadida, a city near Casablanca. Her father's and mother's grandfathers were among the first generation to move to Holland for work. Growing up, Inez was primarily exposed to traditional Arabic music, such as that of Asalah and Shireen, from her parents. However, as she got older, she also explored American and French pop music. She notes a lack of contemporary Moroccan music that mirrored the popularity of Western pop, which inspired her and other Moroccan artists in Holland to create music in their native Darija dialect.

Inez's fluency in languages is a blend of her upbringing. She initially spoke only Arabic and Moroccan Darija in school until the third grade when she began learning Dutch. She also speaks Swahili, which contributes to her understanding of some Arabic phrases like "Ashara" and "Inshallah."

The Spark of a Musical Career

Inez's passion for music began at a very young age, with constant singing and dancing at home. Her mother, who had a musical background and once aspired to be a singer, encouraged Inez to pursue her musical ambitions, stating, "if you really want to do this, do it because I never had the chance."

At 16 or 17, Inez had her first studio session in Germany, facilitated by her mother's contacts with old-school producers. This experience was described as "magical," with Inez feeling like "a kid in a candy store" due to her unfamiliarity with the studio environment.

The Independent Launch of "Menak Wla Meni"

Her first significant studio experience was at age 20, where she recorded a cover mashup of songs, including "Menak Wla Meni." This session was challenging, marked by writer's block for six hours. However, as she was about to leave, she spontaneously sang "Menak Wla Meni," and the producer recognized her talent, encouraging her to record it. The entire song was completed in about an hour.

Two months later, the producer contacted her about releasing the song. Lacking management or a label, Inez embarked on a rapid, DIY approach. Over a single week, she took time off from her job at her parents' hammam business and a second job at the UK bag brand Mulberry. She researched how to release music independently, discovering the term "independent artist." She found a distribution website, paid for an account, and uploaded the song. Simultaneously, she shot a "random horrible video clip" and planned its release on YouTube for the day after the song's release on streaming platforms.

Viral Success and Early Challenges

Upon releasing "Menak Wla Meni," Inez obsessively checked the streaming numbers. Her sister advised her to put her phone away and sleep, suggesting a surprise might await her. The next morning, she woke up to discover 100,000 streams. The producer confirmed the "abnormal" success, noting it was viral worldwide within two days, despite Inez having only about 1,000 Instagram followers at the time. This period was overwhelming, with a flood of messages and an inability to explain the phenomenon.

Family Support and Values

Inez's family, particularly her parents, were highly supportive of her musical aspirations, even offering financial assistance for her video clip. Inez, however, was determined to achieve success independently. Her parents, who owned three hammams (one in Germany, two in Holland), instilled in her a strong work ethic.

Despite coming from a Muslim, Moroccan background where music is sometimes viewed negatively, her parents were accepting as long as she maintained modesty in her attire and created "family-oriented music" that made people happy.

Navigating Independence and Labels

After the success of "My Love" (which has over 86 million Spotify streams), Inez signed with a management team but remained an independent artist. She was initially wary of signing with a label, fearing loss of control over her career, image, and music, citing negative stories from the US industry. She established "Inez Commandments," personal rules for her career, including never signing with a label and maintaining independence.

However, she later realized the value of a label, acknowledging the immense work involved beyond just releasing a song, such as paperwork, negotiations, and financial management. She eventually signed with a label she describes as "family," emphasizing the importance of trust and a good partnership. She likens finding a good label to finding a good partner.

Inez's Rules and Artistic Integrity

Inez shared some of her core rules:

• No signing with a label (initially): To maintain control and freedom.
• Staying independent: To have the option to stop or continue her music career at will.
• Modesty in attire: She refused to adopt revealing clothing for more views, stating, "less clothes is more views. Just to be honest. But I was like, listen, if I don't get the views, I don't care. I'm still gonna be myself." She believed her modesty would attract a different audience.
• No club shows or venues serving alcohol: She prefers performing at events like weddings, which she finds "perfect."

Collaboration and Gender Dynamics

When asked about preferring to work with females, Inez clarified that while she loves women and finds it rewarding to find a good female team, she believes in a mix. She noted differences in working with women, such as more attention to detail (e.g., hair), while men might be more direct. She acknowledged that sometimes it's better to work with men and sometimes with women, emphasizing the importance of choosing the right collaborators.

A Three-Year Hiatus and Artistic Search

Inez took a three-year break from music after releasing her EP. This period was driven by a desire to move beyond covers and create her own music, but she struggled to define her artistic direction and genre. She also faced writer's block and a lack of formal music education, admitting to not understanding basic musical terms like "verse" or "bridge" initially. The COVID-19 pandemic and lockdowns also contributed to this break, as she was beginning to do shows when everything closed down.

Ongoing Self-Discovery

Inez admits she is still searching for her artistic path, viewing her twenties as a challenging period of self-discovery. She anticipates her thirties will bring more clarity.

Songs Close to Her Heart

Two songs are particularly meaningful to Inez:

• "Ya Benti" (My Daughter): A Dutch-Moroccan song mixed with Darija, inspired by her father's advice to "just be yourself and don't be too much in your head." Inez identifies as an overthinker and finds solace in her father's words about taking time and finding oneself.
• A song about her mother: This is a cover of a Modern Standard Arabic song that expresses a mother's love and the desire to elevate her to a higher pedestal.

Family and Success

Inez's family remains her anchor, keeping her grounded despite her success. Her mother often reminds her to "calm down" and that they are "very normal people." Inez acknowledges that her success has been rapid and sometimes overwhelming, and she strives to remain her authentic, grounded self.

Conclusion

Inez's story is one of talent, perseverance, and a strong sense of self. From her roots in Morocco and Holland to her viral success as an independent artist, she has navigated the music industry by staying true to her values and embracing her unique cultural identity. Her journey highlights the importance of family support, self-belief, and the continuous process of artistic and personal growth.