Moroccan Artist Kawtar Locks Into a Shimmering Pop Groove on ‘Njoum'
Produced by Yo Asel, 'Njoum' is a breezy, club-ready pop single that's hard to shake.
Moroccan artist Kawtar is moving fast. Landing a deal with Universal Music Maghreb in 2023, the 20-year-old is one of the first female artists of her generation to sign with the label. With a sizeable online audience and a sound that blends pop, R&B, electronic and Afro influences, she has wasted no time establishing a sound that's distinctly her own.
Her latest single 'Njoum', produced by Yo Asel, is her most infectious yet. Built on bouncy, layered production and lush-but-brief pad textures, the track locks into an earworm pop sensibility that nods to the breezy grooves of PinkPantheress, while sitting naturally in Darija. It's clubby without being heavy, shimmering without being vague. Short, bright, and designed to be replayed.
The visualiser, directed by Hamza Meskine, leans into the absurd: Kawtar in a pasture surrounded by goats, 3D metallic stars bursting into frame, flying animals, and enough spammy web pop-up ads to make it feel like a fever dream circa 2003. Tongue-in-cheek and surreal in all the right measures.
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