Dystinct arrives at the shoot location, enveloped in the soft glow of the early morning light. Seated quietly and somewhat aloof, he patiently awaits the completion of preparations. Attempting to engage in light conversation to ease the anticipation, we found his responses curt and elusive, often deflecting queries by answering questions with more questions. It was as though his intrigue lay more in unraveling the stories of those around him rather than unveiling his own.

Transitioning seamlessly to our next location for the filmed interview, Dystinct’s demeanor shifts as soon as the camera rolls, unveiling layers of his persona we had yet to glimpse. Beneath his initial reticence lay a wealth of stories yearning to be shared. With each question, Dystinct confidently embarks on a storytelling journey, tracing his roots, starting with his upbringing in Belgium, where his parents steeped him in the rich tapestry of Arabic music. From the haunting melodies of Umm Kulthum to the resonant voices of artists from Egypt and the Gulf, his childhood was a symphony of cultural immersion. He recounts his collaborations spanning the breadth of his career, from music producers to fellow artists, each partnership shaping his artistic trajectory.

Yet it was his profound connection to his Moroccan heritage that underscored his musical ethos. As he delved into his vision for his craft, Dystinct articulated a deep-seated commitment to speak to Arab audiences. His insights into the intricacies of the regional music industry, particularly the nuanced landscape of North African artists, revealed a keen understanding of the diverse influences and audience dynamics spanning Morocco, Europe and the Arab world.

Dystinct has carved his name among the foremost Afropop artists in North Africa over the past few years, with a series of consecutive hits and collaborations, each turning into a social media trend and amassing tens of millions of streams. With the launch of the Billboard Arabia charts, the depth of Dystinct’s influence on the North African music scene becomes even more apparent. Over successive weeks, more than five of Dystinct’s hits, released at different intervals, secured prominent positions on the Hot 100 list; at the time of writing this, he held rank in the No. 5, 7, and 10 slots.

His song “La” (No) featured on his album Layali (Nights), reclaimed the top spot after the release of its music video, making it one of the few songs capable of clinching the No. 1 position on the Hot 100 list. Other releases from previous periods continue to enjoy significant popularity, such as “Tek Tek” (Tik Tok) ft. MHD, “Y Dor” with Soolking, “Ghazali” (Gazelle) ft. Bryan Mg, whose spread is linked to a unique event.

Dystinct was taken aback after attending the match between his country’s national team and Belgium in the 2022 World Cup in Qatar, where players played his song backstage to celebrate, contributing to its exponential spread and forever associating it with the unprecedented historical achievements of the Moroccan national team in the world’s largest tournament.

Dystinct acknowledges that a significant portion of his audience became acquainted with him through “Ghazali,” but it was never his starting point. “Many new people who listen to my songs know me from the song ‘Ghazali,’” says Dystinct. “But before that, I was making Dutch music. In my mind, I always wanted to make Arabic music, but I waited for the right time. I had a song titled ‘Ya La Laa’ (Hey Ma’am) a long time ago, and it was a hit for me, but the thing is, the song was successful, but no one realized it. So, I was working on improving myself. How can I introduce myself to the world? I want to show people who Dystinct is. I said to myself that I want people to see my culture. Even if I make Arabic music, it’s not exclusive to Moroccans or Arabic speakers.”

Born and raised in Belgium to Moroccan immigrant parents, Dystinct’s connection to his Moroccan roots remains steadfast, with his identity as a Moroccan artist paramount above all else. His mastery of Darija, the dialect of Arabic spoken in Morocco, has allowed him to channel his heritage into his music, beginning with the release of “Ya La Laa” (Hey Ma’am) in 2019, marking the inception of his artistic journey. He has collaborated with proven producers who have enveloped his musical style with refined and consistent themes, notably Unleaded, YAM, Ryder and Seno, fondly referred to by Dystinct as his brothers. While maintaining a musical style predominantly centered around Afropop, Dystinct has recently begun experimenting with blending dialects, incorporating elements of Moroccan Darija with Egyptian or Gulf dialects.

“I believe we are in a new era in the Arab world, and Arabic music will no longer be exclusively for Arabs. I have said this in another interview as well, that African music is very popular now, but it has also been witnessing a growth stage. Now we see everyone listening to African music or everyone listening to Latin music even if not everyone speaks Spanish or the like. This is what I am trying to do for Arabic music.”

Dystinct realizes this fact confidently, speaking from experience gained through his personal journey. In his early days, as he attempted to present his music to event organizers and platforms during his time in Europe, he encountered the same response: that Arabic music there was confined to Arab weddings and communities with no place in public events and among Western audiences. Today, after years of hard work, Dystinct stands with a substantial roster of hits and a sold-out music tour announced in America and Europe, confirming that the era of music being confined to a specific audience has come to an end, and that in the present age, Arabic music has emerged as a dominant force, playing a pivotal role in captivating a worldwide audience.