InContext: ElGrandeToto - The Chameleon of Moroccan Rap

ElGrandeToto's ascent to the pinnacle of the Arab hip-hop scene has been anything but straightforward. His journey has been marked by twists, turns and setbacks that have frequently tested him. However, as his lyrics suggest, each challenge has only strengthened the Moroccan rap icon, propelling him to rise again. To discuss Toto's peak is to acknowledge the broader context of his career, where the numbers serve as tangible evidence of the rapper's accomplishments. His mission remains to surpass himself, not others.

Born Taha Fahssi, the rap icon from Casablanca had long been cultivating a taste for expression since his early years. Introduced to the renowned Los Angeles street dance Krumping by his older brother Soufiane at the age of seven, Toto began competing in cyphers throughout Morocco at a young age, forming a Krumping group that persisted until 2011. Soufiane played a crucial role in ElGrandeToto's formative years, not only introducing him to his first love, Krumping, but also exposing him to international and local rap tapes that introduced him to hip-hop, fueling his passion for music.

ElGrandeToto's love for music began in his early years. His mother introduced him to the American pop icon Cher at the age of three, while his father, a merchant sailor, exposed him to artists like Otis Redding and Bob Marley. Toto's infant attempts at making music started in one of his friend's garages. Using rudimentary equipment, he created metal covers for bands like System of a Down and Korn, and also recorded his first rap songs at the same time.

Although ElGrandeToto’s artistic endeavours foreshadowed his later success, this was not how he always perceived himself. In an interview with Danny Hajjar for GQ, ElGrandeToto revealed that he always envisioned himself as a street dancer, not a rapper. His deep involvement in street art had consequences. His immersion in the everyday life of the streets exposed him to events and incidents that significantly shaped his character. He recounted these experiences in his documentary ‘7elem Ado'’, where he described the street violence that he witnessed and experienced, including seeing a man’s throat slit and being attacked by street gangs. These traumatic events left lasting scars on the rapper’s mind, explaining his moments of intensity, aggression and discretion.

In 2016, at the age of 20, he decided to fully dedicate himself to rap. At the time, Casablanca was a city buzzing with artistic energy, where young rappers were making a name for themselves. The rise of trap music had swept through Moroccan youth, who used hip-hop as a way to express their realities. Surrounded by friends like 7liwa, Small X, and most importantly  Draganov, it became clear that Taha Fahssi was destined to take up the pen and the mic, becoming ElGrandeToto.

After leaving his work as a call centre agent, ElGrandeToto began rapping with 7liwa in the group Zawa City, which shortly broke up. ElGrandeToto then decided to fully invest in his solo career. The rapper released his first solo single, ‘7elmet Ado’ in 2016, and then a compilation of his first singles, ‘BNJ City Block’ (in reference to his label, which also refers to his neighbourhood, Benjdia), before sending the EP ‘Illicit’ in 2018. Touching in his sincerity, he quickly set up a universe with a percussive flow, raw lyrics and an assumed madness. The success was so rapid due to his hit single ‘Pablo’ that in 2017, he already walked the stage of the L'Boulevard festival, one of the most renowned music festivals in Morocco.

In 2021, EGT released his first full-length debut album ‘Caméléon’, embodying the ever-evolving nature of himself. By that time, ElGrandeToto had already gained an incredible status within the Moroccan rap scene. Having dismantled the tensions that divided a big part of the Moroccan scene, the album included features from Hamza, Small X, Damso, Farid Bang and Lefa. The album cemented ElGrandeToto as one of the biggest rappers in the region, releasing an extended feature-stacked project that introduced EGT in his various facets. As the name of the album suggests, Toto came on the album colourful, unpredictable and intense.

‘Caméléon’ thrust the rapper into the spotlight, quickly followed by controversy. In 2022, remarks about the recreational use of cannabis sparked backlash, leading Moroccan authorities to open an investigation after complaints were filed by “three artists, a journalist, and a policeman.” The rapper was briefly taken into custody, and authorities are reportedly examining all his statements and digital content for any material that may violate the law.

Although setbacks like those and the Madrid incident could have jeopardised ElGrandeToto’s career, the rapper overcame these challenges and managed to stay at the top. ElGrandeToto’s musical journey has taken a broader and more intricate path through carefully chosen collaborations that expanded his reach both within the Arab world and beyond, particularly in Europe, with a strong presence in France and Belgium. He successfully worked with influential artists outside Morocco, such as Wegz and Nigeria's CKay, while impactful solo releases kept him constantly relevant and at the heart of the conversation. His latest album, ‘27’, cemented his status as the biggest rap artist in Morocco and the entire Arab region, breaking streaming records and achieving a level of recognition no rapper before him had reached.

ElGrandeToto now holds a unique position in the Arab music scene, achieving unprecedented success for an Arab rapper. In 2021, he was recognized as the most streamed Arab artist and the most streamed artist across the MENA region on Spotify, a feat never before accomplished by a rapper from the region. Additionally, he made it onto Forbes' list of music stars in the Arab world, which ranks the 50 most successful artists and bands of that year. His debut album ‘Caméléon’ achieved global recognition, being ranked among the top six album debuts worldwide by Spotify in March 2021.

ElGrandeToto's success extended beyond streaming platforms, with his track featuring CKay earning diamond certification in France. His ability to break into the European and global markets is further evidenced by his ambitious international tour, the ‘Twenty-Seven Tour,’ which includes stops in France, Belgium, the United Kingdom, and Canada. These achievements solidify his place not only as a pioneering figure in Arab rap but also as a global artist whose influence transcends regional boundaries.