A phoenix rises from the ashes: El Grande Toto releases sophomore album ‘27’

Moroccan rapper ElGrandeToto, the country’s most streamed artist, celebrated the launch of his second album “27” in Casablanca on Thursday.

Surrounded by friends and family, Toto, whose real name is Taha Fahsi, performed several songs from the album the night of its release, giving his star-studded attendees a head-start to one of the most anticipated projects of the year.

The rapper’s journey to this moment was not without challenges. 

Last year, ElGrandeToto found himself in the middle of a legal battle with Moroccan authorities due to provocative statements that he made about recreational cannabis consumption.

Following an eight-month suspended prison sentence, Toto was forced to postpone several projects, affecting the release schedule of the album, especially after being denied a French visa only a few months prior.

Despite the setbacks, the rapper has channeled his experiences into his latest opus, featuring intimate and vulnerable tracks that delve into the struggles he has encountered throughout his life, with a particular focus on the challenges of the past year.

In a statement to Hespress English, Karim Kaissoumi, a source close to the rapper, opened up about the creative process behind “27” and the significance of the album in the artist’s personal and professional journey.

“Following the release of Caméléon (Toto’s first album), which was a resounding success in Morocco, Toto’s reputation was propelled into international acclaim, not just in the Kingdom.”

According to Kaissoumi, the “quite elevated” level of this album is evident through strategic collaborations with prominent artists and producers, marking a significant evolution in ElGrandeToto’s artistic journey.

Building on a strategic partnership forged in 2020, ElGrandeToto’s collaboration with Sony has been a defining element of his musical career. Since signing with the label, the rapper has continued to shape his sound and expand his reach. 

As Kaissoumi underscores the advanced level of the latest album, it becomes evident that Sony’s support has played a crucial role in elevating ElGrandeToto’s profile, both within Morocco and on the global stage.

Sony Music France’s Emmanuel Perrot, the man behind Toto’s unprecedented deal with the label, shed light on the growing recognition of Morocco’s rap scene from international parties. 

“It started with Toto and Manal, and we have been working with other artists. This music works very well in France, and we are convinced that the next big music market is the Maghreb region.”

While Perrot acknowledges the difficulty of finding artists the likes of Toto that would be appealing to an international audience, he believes that the success of the Toto experiment can “bring a breath of fresh air” into the Moroccan music scene.

“We are paving the way, and a lot of artists will be included, we have believed in this for a long time,” Perrot concluded. 

Looking ahead, ElGrandeToto is currently preparing for the start of his “27” international tour, which includes dates in France, the UK, Spain, the United States and Canada. 

When asked about the lack of tour dates in Morocco, Toto teased the possibility of closing the tour with a show at Casablanca’s Mohammed V complex, a long-standing dream of his.

“We are currently studying the possibilities, whether we should hold the concert at the indoor venue or at the stadium. But it should be ready for 2024,” Toto giddily confirmed. 

ElGrandeToto’s resilience echoes the symbolism embedded in his own life experiences. 

The fire that once burned down his house in 2016 became a driving force, manifested not only in the scorching visuals of his album cover and teaser clip but also in the fiery challenges he faced last year. 

Much like a phoenix rising from the ashes, Toto’s latest album, “27,” emerges as a testament to his ability to transcend adversity, transforming personal trials into powerful art.