Moroccan Amazigh artist Joad El Koubbi is set to represent Morocco at the 3rd World Cultures Festival in Pakistan, which will take place in Karachi from October 29 to November 22, 2026. The festival will feature artists from diverse cultural backgrounds. El Koubbi's participation comes by invitation from the Pakistan Arts Council in Karachi. His performance is supported by the Moroccan Ministry of Youth, Culture, and Communication's Culture sector as part of its 2026 program to promote Moroccan cultural projects.
The festival program includes a workshop titled "The Memory of Rwais: A Journey Through the History of Amazigh Music in Souss," scheduled for November 12. During the workshop, El Koubbi will share his insights into the origins, historical development, and evolution of the Rwais music over generations. He will also introduce the audience to prominent figures in Rwais music, traditional musical instruments, and their characteristics. This event aims to familiarize the international audience with the richness and cultural significance of Amazigh music.
On November 14, El Koubbi will perform live, presenting a unique experience that blends the authenticity of Rwais music with contemporary musical expressions. This performance seeks to highlight the diversity and significance of this heritage within Moroccan musical memory. In addition to these events, El Koubbi's participation will include meetings with artists and cultural and musical stakeholders, as well as international media interviews. These interactions aim to expand awareness of Moroccan Amazigh music and create new opportunities for engagement with various artistic experiences.
El Koubbi's participation in the festival is part of strengthening cultural exchange between Morocco and Pakistan. It also supports the presence of Moroccan artists in international events, promoting music as a means of dialogue and cultural understanding among nations. The Rwais music, an authentic expression of Amazigh culture in Morocco, will be showcased as part of Morocco's rich cultural heritage.
The festival offers a platform for El Koubbi to share the distinct rhythmic and expressive qualities of Amazigh music with an international audience. His collaboration with artists from different musical backgrounds and cultural experiences will contribute to a deeper understanding and appreciation of cultural diversity. This event aligns with efforts to promote Moroccan culture and heritage globally.
As part of the festival, El Koubbi will also participate in recording a joint musical piece with fellow artists for the Pakistan Arts Council. This initiative aims to transform cultural exchange into a creative experience that combines various musical styles and cultural backgrounds. Such collaborations provide opportunities for Moroccan music, particularly Amazigh music, to reach a broader audience.
The participation of Joad El Koubbi in the World Cultures Festival represents a significant step in promoting Moroccan cultural and artistic presence internationally. It underscores Morocco's commitment to sharing its rich cultural heritage with the world, fostering greater understanding and appreciation of its diverse cultural expressions.
Key points
- Moroccan artist Joad El Koubbi will represent Morocco at the 3rd World Cultures Festival in Pakistan, showcasing the country's rich musical heritage.
- El Koubbi's performance will include a workshop on the history of Amazigh music and a live concert blending traditional Rwais music with contemporary expressions.
- The event aims to promote cultural exchange between Morocco and Pakistan, highlighting the significance of Amazigh music within Moroccan cultural heritage.
