Cheb Yazid: a Raiman with a Cause and a Mission

There are many popular Rai songs that even a novice Rai enthusiast would more likely be familiar with.  These songs include Cheb Khaled’s “Didi”, and Cheb Hasni’s “Tal Ghiyabek”. Then you have these songs that are easily recognizable but naming the artist may not be quite as easy of a task.  The track “Sobri Sobri” is such a case.  Until today, whenever it is played, many burst out singing along, but few could correctly identify the singer.  Who is it by? Is this just another Rai artist or could he/she different?   

Fortune would have it that this artist performed in my area and I was able to attend his event.  His name is Cheb Yazid.

After doing a little bit of research, I found him to be an interesting character.  That provoked my curiosity. To dig deep, I sat down with him for a chat:   

Jamal Laoudi (JL): Thank you Cheb Yazid for being with us and welcome to Washington DC:

Cheb Yazid (CZ): Thank you for having me Jamal. Glad to be back in Washington for the second time in 11 years after having been here in August 1998.  That visit was part of the first World Tour of my career as a Rai artist.

JL: Can you shed some light on how you started and your early career in general?

CZ: As a kid, I loved music. I used to perform at my high school then the university, and always for my friends. Overtime, my name gained more a more recognition.  I made an album and sold very well. Then in 1994, I slowly began performing in concerts.

That was the very beginning. What fueled my passion further were the 1990s events in Algeria in the form of terrorism.  These events compelled me to try and do something for the people to the best of my abilities.  During that time, terrorists raped women.  Many of those raped were forced to abandon their babies and that led to an increase in the number of orphans.  The government built many orphanages for the abandoned.  In 1998, I embarked on a world tour to help raise awareness and funds for these kids. In Algeria alone, I held 20 concerts starting the first day of June.  I picked this date because it is International Children's day.  After, I did 10 concerts in France, and then came to North America in August where I had concerts in Washington DC, San Francisco, and Montreal.  Great memories from this North American tour especially the public’s response. This was due to the success of my 1997 song “Sobri Sobri” so everyone had been waiting to hear it live.  Another aspect I really liked about that tour was the fact the audience was comprised of not only Algerians but Moroccans and Tunisians also. That was quite nice to see.  Ever since, and on June first of every year, I organize a huge benefit concert partly to take on a cause and adopt a message as an artist, as every artist must do so. I think that is important as we represent our countries. In addition to that date, I have March 7^th, International Woman's Day. Since 1997, I organize a concert every year in one of the biggest indoor arenas in Algeria that can host up to 17,000 people.  I realized that woman in general played an important role in combating terrorism in Algeria so I decide to pay homage to them on that day.   These causes are very dear to me that I much prefer to be remembered for supporting them then for producing or making any hit song however small or big its success may be.  Some artists may take issue with this approach but I should add that I did not take up singing as a mean to earn a living.  I happen to hold a PhD in Sports Psychology.  I made the choice to pursue a career as a Rai artist as opposed to academics to the disapproval and resistance of many.

JL:  I see that you are very dedicated to your causes and you speak passionately of them:

CZ: Very much so. I would easily turn down doing a concert strictly for money however I would jump at the opportunity to do a charitable concert Pro Bono.

As a matter of fact, I am looking into partaking in an anti-racism event for South Africa.  This event will be held in Canada on March 20^th 2010. I am very happy with this opportunity because as I previously stated, I think artists should take a stand on social and humanitarian issues and do their best to contribute using their art.   I hope I can do enough so that I am remembered for my humanitarian work.  I know artists who may have great careers but their humanitarian record leaves much to be desired.  On a different note, in 2005, I celebrated the tenth year of my career. Many have said that there are some artists whose careers span over 30 years and don’t speak of celebrating them.   I replied by simply stating that some can do in 10 years more than others would in 30. 

JL: In 1998 you had to choose between your academic and your artistic careers.  You have chosen the former and sacrificed a PhD with the many years of hard work and sacrifice that came with it.  Why this bold and courageous move against the advice of many?

CZ: The main reason was my fans. They really supported me. Fans' support to an artist is like water to a flower. A flower would wither if not watered. I have always been consistently showered with love and support from my fans, and that continues to be the case today. In some concerts, attendance can be in the thousands. I feel that I have a duty towards these fans and I could not abandon them. That alone sealed the faith of my career back then. I had no choice.   I confess that I feared my career would be short-lived but I am grateful that it is well, alive, and kicking.

JL: You mentioned the every year during International Woman's Day and International Children's day, you organize benefit concerts and events.  Do you have a major sponsor? Do you work with or are you in contact with any of the United Nations humanitarian organizations? 

CZ: I did my very first benefit event on my own.  Youth and Sports ministry, to whom I am thankful though it is their duty, provided me with a ready-arena to perform, and took care of advertisement.  It was a great success.  The biggest turnout was about 20,000 in Algeria. By the time I finish a tour, I would reach over 100,000 spectators.

Everything else I did and continue to do Pro Bono for the public. It is the case that I still have no major sponsor to speak of.    We contacted UNICEF once but we got no response. May be their criteria is such that they only work with well internationally-established artists. I have expressed to them my willingness and readiness to be their ambassador in North Africa.  I hope this eventually materializes

JL: Let me shift gears to a different topic.  There are many types of music in Algeria most if not all have preceded Rai genre; yet, the latter achieved internationalization in a relatively short period of time despite facing most resistance at least locally. Why do you think that is?

CZ: I think two reasons:  The beat and the tempo of Rai is closer to that of many western music compared to Malouf genre for instance.  The second reason and it is up to you whether or not you want to report this, Rai as a type was very controversial due to its provocative lyrics.  Until 1996 you could not hear Rai on the radio or TV.  Some in the West wanted to support this underground genre.  I may be wrong but that is my opinion.

JL: There are many who aspire to become successful Rai artists.  The observation is that the majority, but not all, of those who succeed come from Wahran.  It is almost as if it is a prerequisite that one be from Wahran to make it in Rai.  Why do you think that is?

CZ: There is some truth to that. Let me first point out that Wahran is not just the city per se but the entire western region. Let us not forget that Cheb Mami is from Saida, about 100 km south of Wahran.  Getting back to your question, I am from Wahran.  Since I remember, I have been exposed to Badoui and Rai music. That is part of the culture I grew up in. Those genres are what my parents listened to also.  That being said, let me point out that in 1994, some Rai singers from the capital Alger surfaced such as Cheb Hassan, Cheb  Mohamed Lamin, Cheb Elharashi. None is from Wahran. They have proved that you need not necessarily be from Wahran in order to make it as a Rai artist.  Cheb Khalass from Qustantina also had some success thought he sings Shaoui.  From Shlef, you have Sheikh Azzedin Shikhaoui whose song “wash dani lghorba” (why did I Emigrate) was a huge success.  To sum up my answer, I think it has much to do with culture first and foremost though you can find exceptions.

JL: Compare and Contrast Rai in the 80s and early 90s, and Rai today _

CZ: Let me go to even pre80s Rai. One, you did not hear it on the radio or watched it on TV. Two, many artists used very “controversial” lyrics.  For instance, Cheb Khaled in the 80s had a song where part of the lyrics goes: “ragdin fi zabouj wa ashana rouj” (Sleeping under a tree and dinning with red wine).  Today, he uses no such lyrics.  Its lyrics were socially rejected.

JL: Some say that Rai succeeded precisely because it pushed the envelop and addressed taboo issues.  Surely these artists did not invent such words and concepts;  they were merely reporting what they are seeing in their environment. These provocative lyrics are not mentioned just for fun. What do you think?

CZ: Yes, Rai has provocative lyrics. There is a supposedly “clean” song in Chaabi that goes “ wlaah manerwit ghir ila deqt a riq” (I won't be happy until I made love”. To me,  this is provocative.  The difference is that it is not explicit; words games are at play here.  We cannot ignore our culture and tradition. We ought to adjust for that. We can always express ourselves but just make sure provocative lyrics are encrypted if you will. This is the case for our generation today.  Remember that since 1996, Rai has cleaned up its act lyrically speaking, and now it is all over the radio and TV.  This is due partly to careful handling of lyrics.

JL: Talk to me a little a bit about your process of making an album and precisely, how do you choose your songs?

CZ: I think that the most difficult part for me was  finding lyricists who understand my style.  I am lucky because since 5 years ago,  I have found four lyricists who now know what I look for. Two are from Alger, one from Wahran, and another young and upcoming good lyricist from Tlemcen.  Usually, I would take the lyrics to a composer; he would then give me 2 or 3 options and I choose the one I like best. We then work with the arranger and perfect it, be it add an instrument or remove one so on and so forth.  We then add vocals. I also make sure that the subjects we treat vary.

JL: Let us regress. You are presented with all Rai singers; who would you pick to do a duet with? Why?

CZ: It would have to be Boutaiba Sghir. My dad used to listen to him and I grow up on his music as well.  When I got older, I met him and we became good friends.  Being a giant in my eyes, I was in disbelief that I befriend such a personality.  I discovered many great qualities of him. He is quite helpful and encouraging.  Mind you, in the 70s, he was a huge artist with hits such as “Trigue Lycee.”  I really appreciate his artistic qualities as well.

JL: You are presented with all singers in the world; who would you pick to do a duet with? Why?

CZ: This is a really tough one. I would have to say Jedounae (Morocco) because I really appreciate the guy as an artist and as a person.  In duets, there are many things to consider.  For me, friendship counts and is very important. I toured with him and we did about 20 concerts. We became good friends.  Let me reiterate that this is a tough question to answer..

JL: what is the first thing that comes to when you hear:

a.       Rai music: a Voice for the Youth

b.      Emigration: Escaping  Reality.

c.       Cheb Hasni: Hope

d.      Le Grand Maghreb: Desire

e.       The future:  the New Generation

JL: If anyone wants to find out more about Cheb Yazid and his artistic and humanitarian work, where do they go?

CZ: They can consult my website www.chebyazid.com and I can be contacted through that site as well.

JL: We have reached the end.  I wish you the best of luck in all your endeavors. Last words go to you.

CZ: Thank you very  Jamal for having me. Let me point out that as an artist I greatly appreciate the role the media plays.  It is an important link between an artist and his fans and the public in general.  That is all an artist has and that is all he needs.    Fans to support by attending concerts and buying records, and the media by being a link in between.  I hope I can always live up to expectations. Thank you again Jamal, much appreciated.  

Cheb Yazid Performs his Signature Song "Sobri Sobri" in Washington DC on  January 1^st, 2009

http://www.youtube.com/watch?v=kiHtDbdodY4