Staying True, No Matter What
When we asked him how he juggles Dubai’s cultural norms with his personal style, the answer was pretty simple: “I just do me,” he says. But there’s a twist—he’s not totally ignoring the culture around him. “I’m mindful of my lyrics and visuals. If something might be misinterpreted, I’ll get feedback. But if I’m feeling something, I’m sticking with it,” he explains.
One example? A suggestion to add some flashy girls in his music video to attract more attention. His response: “Nah, I’m not about to sexualize anyone just for views. If it makes sense for the narrative, sure, but not just for the sake of it.” For him, keeping it authentic is always the priority.
From Algeria to Dubai: Mixing Cultures, Making Magic
The guy’s music isn’t just a product of his own thoughts—it’s a blend of his Algerian culture, global experiences, and a whole lot of nostalgia. “Me coming from Algeria and moving to Dubai shaped me, no doubt,” he says. And that’s why you hear everything from Arabic to English in his tracks. It’s a reflection of all the places he’s lived—Malaysia, the UK, the US.
Finding the Balance: Tradition Meets Trend
Being in touch with traditional culture while keeping up with the latest musical trends isn’t always easy, but that’s the challenge he’s here for. “It’s like cooking. You gotta find the right recipe. You can’t just throw everything in and hope it works,” he says. Even though he’s fully open to new trends and tech, he knows where to draw the line. “I’m 30 now, but I’m still young enough to learn and adapt,” he adds. Dubai isn’t just where he lives—it’s part of his identity. “I’ve lived all over, so I’m familiar with all kinds of cultures,” he says. “People try to box me in, but nah, this is who I am.”
Awards Are Nice, but the Journey’s the Real Win
When he talks about his award from a big-time music entity, he’s not making it sound like the world’s greatest achievement. For him, it’s less about the trophy and more about how far he’s come. “It’s all about the journey, not the end goal,” he says. After all, it’s easy to get caught up in always chasing the next big thing, but sometimes it’s important to stop and appreciate how far you’ve come.
Resilience Is Key
Of course, like any artist, there have been bumps in the road. Not every battle is worth fighting, especially when it means compromising his vision. “You gotta build a thick skin,” he says. But more importantly, he’s learned when to adapt, when to push back and found playing it smart by choosing when to pick your battles as well as seeing these battles as a chance to learn and gain confidence. “You can’t win ‘em all, so you gotta pick your fights.”
When questioned on how he handles personal challenges he said ” I am not perfect and I might do something wrong, and I have to take accountability for it, but at the same time I can learn from the previous experience”
Fashion, Music, and Expressing Yourself
Music is his main gig, but don’t forget—this guy’s got a background in modeling and content creation too. “Before music, I wanted to be a model. Music became my bridge to that world,” he says. Now, fashion is just as important to his persona as the music itself. Whether it’s his personal style or the visuals in his music videos, fashion helps him tell his story.
Cultural Connection: The Secret Sauce
His latest single, Majanin, blends electric beats and house vibes with a sprinkle of his Algerian roots. It’s been a hit with fans who love hearing him rap in his native tongue. “It’s funny—people always ask me where I’m from because they hear so many accents,” he laughs. He’s mixing it all together: “Emirati, Algerian, North African—it’s all me,” he says.
Breaking Norms, Embracing Identity: The Journey of an Artist Who’s Redefining Music
On his recent trip to Egypt, where he teamed up with artists like Tul8te and Hady Moamer, he created this awesome mix of Algerian and Egyptian sounds. “Honestly, at first, I didn’t know how to dive into it. But I just started freestyling in the studio, and the melodies just flowed. The project ‘Berka’ really helped me realize that there’s more to my sound than I even imagined,” he says.
And people are definitely starting to notice. A producer from the U.S. who’s worked with big names like Young Thug and Travis Scott reached out after hearing his latest track. That connection landed him a spot on an album with global superstars, including a collaboration with a big-name artist from India and another from New York.
Mental health is also a big part of his creative process. Like any artist, he has his days of doubt and pressure. “There are times when life gets too overwhelming, and I just can’t create. I get drained, and it’s hard to get that energy back. It’s this constant battle between wanting to create and feeling stuck,” he admits. But for him, prayer and having a solid group of friends helps him get through it. “When I’m stressed, I can’t make music. And that stress just adds more stress. But having friends who listen without judging is a game-changer.” He also talks about the struggles of feeling alone in his path as a musician but also being honest with his emotions and allowing himself to feel how he feels without any guilt. Although he juggles the thoughts of following his dreams or focusing more on the responsibilities he has as well as financial stability he understands that this is his journey to walk. Processing his negative emotions is just as essential as processing his positives.
He also talks about the struggles of feeling alone in his path as a musician but also being honest with his emotions and allowing himself to feel how he feels. Although he juggles the thoughts of following his dreams or focusing more on the responsibilities he has as well as financial stability he understands that this is his journey to walk. Processing his negative emotions is just as essential as processing his positives.
As a public figure, he’s not about faking happiness for the cameras. “If I’m not feeling good, I’m not going to pretend. I’m not trying to bring anyone down, but I also won’t fake it. I’d rather just be real. If I’m happy, cool, if I’m not, that’s fine too. I’m human.”
And his advice to other rising artists in the UAE?
“Stay in the studio, put in the work, and find your own sound. Don’t rush. The UAE can be tough, but it’s also a place where you can learn a lot. Use the diverse community to your advantage and network with others. And most importantly, don’t let your ego run the show. There’s no shortcut to success.”
For this artist, the journey’s just getting started. He’s all about breaking barriers, pushing his limits, and showing the world what it means to be his true self.
YOU CAN FOLLOW HIM ON @SANTOXSANTO
Team:
Founders: Adonis Sherrod & Monaliza Wahba
Editorial Director: Arifa Kabir
Editorial Assistant: Yasmin Ashkboos
Photographer: Will Beach
Photographer Assistant: Amin Idris
Art Director: Shady Emil
Creative Director & Stylist: Monaliza Wahba
Interview by: Arifa Kabir
Hair, Makeup, Costume: Elnaz Fazlollah Pour
Manicurist: Jasmin
Props: Collected Rental Boutique by Lara Mae Khamis
Special thanks to Mirna Kauzman
Brands:
Costume design by Elinaz
Mya Bay by Poison Drop
Les Benjamins
Mr. Porter
Peace Venue
Diesel
Oakley
Rick Owens by Poison Drop
Maison Margiela by Poison Drop
Gem Kingdom by Poison Drop
Missoni
Tom Ford
Jacquemus
Aloud by Poison Drop
Philippe Audibert by Poison Drop
Tekla
About Blank
Bally
