'My roots are my rhythm': Moroccan-Dutch singer Inez redefines emotion in music

Some call her the Alicia Keys of the Maghreb, while others know her as the queen of mashups. But for most people, Moroccan-Dutch singer Inez is a breath of fresh air — her music giving listeners goosebumps from the very first note.

Known for exploring themes of love and family in her music and mixing mainstream pop with Arabic, Dutch, and French influences that reflect her Moroccan roots and international upbringing, 27-year-old Inez has made a name for herself as one of North Africa’s most promising artists. 

To date, she has earned millions of streams with her viral mashup Menak Wla Meni and follow-up cover My Love, as well as recent standout tracks like Ah Min Hala and Ghir Sir.

Her growing success has also led to a nomination for the All Africa Music Awards (AFRIMA) for Best North African Female Artist.

Speaking exclusively to The New Arab from London, Inez reflected on her journey so far. 

The firework that sparked it all

“My passion for music has always been there,” Inez begins. “My mum was really into music too, so it has always felt like a family thing. When we were at home, she would always play Assala Nasri, Nancy Ajram, Sherine Abdel Wahab, and Umm Kulthum. Those artists were a big inspiration for me because my parents were always singing their songs.”

Inez continues, “Then, when I started listening to American music, I immediately connected with Alicia Keys. She became my biggest inspiration because, like me, she has a hoarse voice, and I loved how, in her interviews, she spoke about her music and the emotions behind her songs.

“Of course, I loved Beyoncé too — I mean, when you’re a young girl, who doesn’t love Beyoncé? My sister was a big fan and even took me to a few of her concerts.”

Looking back on her early days at school, Inez shares, “I remember sitting with my older cousins — everyone was singing — and when I started singing, they would say, ‘Inez, there’s something really different about your voice. You can actually sing.’ That was the first time I’d ever heard something like that. You don’t usually hear yourself and think, ‘Oh, I have a good voice,’ but hearing that from my cousins really stuck with me.”

That early encouragement, she says, stayed with her into her teenage years. “When I was around 15 or 16, that’s when I really started taking singing seriously,” she says.

“I was always performing at school, and I remember my teacher asking me to sing Firework by Katy Perry for our end-of-year musical before moving up to high school. It had just been released and was such a difficult song to sing, but I gave it my all. When I finished, everyone was in tears — that’s when it hit me that maybe I really could sing.”

A few years later, Inez still remembers the excitement of visiting a recording studio with her mum for the first time. “Everything felt magical — every button, every sound,” she says. “I was looking at everything and asking so many questions. I just loved it.”

She adds, “When I turned 20, I had another studio session with a really young producer — he was only 17 at the time — and that’s when we made Menak Wla Meni.”

Creating without a plan

Talking about Menak Wla Meni in more detail, Inez shares, “Menak Wla Meni was actually my first ever song, and it ended up being a mashup.

"When it came out, people were asking, ‘Why are you making a cover? Do you want to do covers?’ But that session was unforgettable. It was only my second time in the studio, and we had been there for six or seven hours with nothing coming out. We were about to give up," Inez shares. 

"I was packing up my stuff and casually singing Menak Wla Meni, and my producer suddenly asked, ‘Wait, what’s that? What are you singing?’ I told him it wasn’t my song, and he said, ‘I don’t care — just go and record it.’ So I did. I recorded it in one hour, completely from the heart.”

She adds, “I think that’s why people connected with Menak Wla Meni and even My Love — because they weren’t overly planned. They were just feelings. I just sang.”

To this day, Inez says she still enjoys working on covers and mashups, noting, “It’s like giving a song a new jacket — a new life.”

From ego to evolution

As she looks back on her path in music, Inez admits that her success today wouldn’t have been possible without working with a music label.

Although she was determined to work independently at first — mainly because of what she calls “too much ego” and advice from others saying labels could harm her career — she soon realised she needed support and a team around her.

“I’m glad I started on my own because it helped me understand how much time, energy, and effort go into making music," Inez says.

"It was really hard doing everything by myself, and although I’m proud that I did, at some point you have to accept that you need help and a team — even if that team starts with your family.”

Looking ahead, Inez has much to anticipate as she awaits the announcement of the Best North African Female Artist AFRIMA winner, prepares to release new music, and plans more tours.

Sharing her advice for those still trying to find their place in the music industry, Inez says, “Make a plan for yourself — especially if you’re just starting in music. And most importantly, be yourself. Follow your gut; it will tell you everything you need to know.”

Zainab Mehdi is The New Arab's Associate Editor and researcher specialising in governance, development, and conflict in the Middle East and North Africa region 

Follow her on Instagram: @zaiamehdi_/@zainabmehdiwrites_