When you turn on Moroccan trap star Issam Harris’ latest video, “Nike,” it’s best to throw all conventional expectations out the window. There’s no joyful rapping trumpeting the legendary sports brand, nor high fashion. Instead, Nike pays tribute to Moroccans’ obsession with branding everything they own — from tires to djellabas — that has nothing to do with the product itself or even knowledge of the brand. “Moroccans don’t have much money, but it’s in the culture to wear brands, not fashion,” says the Casablanca native. “Nike” is also a peek into Harris’ vivid imagination — he wrote and composed the song as well as co-directed the video — where daily life in Morocco meets dystopian surrealism.
SOURCE: OZY
More Stories
The Challenges Facing the New Leader of Africa’s Largest Economy are Simply Enormous
Understanding the Opinions of Africa’s Rising Generation
SA Reserve Bank Concerned about the Rand’s Recent Meltdown and Persistent Price Pressures
Africa’s Banking Sector Celebrates
ICYMI Sam Altman Made a Stop in Lagos
Is African Debt as Perilous as Foreign Lenders Assume?
Accra’s IPPs Threaten Shutdown Over Non-Payment
DRC To Change the Way it Does Business with China
Maputo Picks a Partner for its Hydro Plans
Results of the Kenya Small Firm Diaries study in Nairobi
Africa Day this Year Marks 60 Years since the Founding of the Organisation of African Unity
Zimbabwe Retailers Head to the Streets