Nabil Ayouch's 'Everybody Loves Touda' Shines at Cannes 2024

Moroccan director Nabil Ayouch's latest film, 'Everybody Loves Touda,' premiered at the 2024 Cannes Film Festival, captivating audiences with its poignant narrative and powerful performances. The film, which was showcased out of competition, tells the story of Touda, a young mother and aspiring traditional Moroccan folk singer, portrayed by Nisrin Erradi.

Set against the backdrop of rural Morocco and the bustling city of Casablanca, the film explores Touda's journey as she navigates the challenges posed by influencer culture and a patriarchal society. The narrative delves into her struggle to balance her passion for singing with the societal pressures and dangers she faces.

Why this matters: The film sheds light on the struggles faced by women in patriarchal societies, highlighting the importance of empowering female artists and challenging harmful gender stereotypes. By sharing Touda's story, the film sparks a necessary conversation about the need for greater support and recognition of women's contributions to art and culture.

The film opens with a joyful scene of Touda performing, but it quickly takes a dark turn when she is gang-raped by a group of men. Despite this horrific experience, Touda remains determined to pursue her dream of becoming a Sheikha, a traditional Moroccan folk singer. Her journey is fraught with unwanted advances from men who misinterpret her sensuality as an invitation.

Nisrin Erradi's performance as Touda has been described as 'entrancing' and 'brilliant,' particularly in the musical sequences. The film features traditional Moroccan folk music, specifically the 'Aita' style, which is known for its soulful and spiritual qualities.

Nabil Ayouch, who co-wrote the screenplay with his wife Maryam Touzani, aimed to highlight the struggles faced by women in patriarchal societies. 'The Sheikhats were adulated and admired by the entire Moroccan people. They embodied Morocco's soul, its voice, because they were part of every struggle,' Ayouch said. 'Little by little their image deteriorated... From the status of being adored, they became despised by people for whom the very word 'Sheika' had become an insult... I wanted to restore these artists to their former glory. This is Touda's driving.'

The film's exploration of the Sheikhat performers, female vocal poets who emerged in rural Morocco in the 19th century, serves as a powerful commentary on the changing societal attitudes towards these artists. Their status began to change in the 1960s and '70s as they moved to cities to earn a living, performing in bars and cabaret clubs.

Ayouch's 'Everybody Loves Touda' marks his third time in the Cannes Film Festival Official Selection, following his 2021 Palme d'Or contender 'Casablanca Beats,' which explored Morocco's rap scene. This latest film continues his tradition of shedding light on important social issues through the lens of Moroccan culture.

Premiering on May 19, 2024, 'Everybody Loves Touda' is not just a film about a woman's struggle against societal norms but also a tribute to the resilience and enduring spirit of Moroccan women. The film's portrayal of Touda's determination to succeed as a singer despite the challenges she faces is both inspiring and thought-provoking.

Key Takeaways

• 'Everybody Loves Touda' premiered at 2024 Cannes Film Festival.
• Film tells story of Touda, a young Moroccan folk singer, navigating patriarchy and influencer culture.
• Touda's journey highlights struggles of women in patriarchal societies and importance of empowering female artists.
• Film features traditional Moroccan folk music, specifically 'Aita' style, and showcases Nisrin Erradi's entrancing performance.
• Director Nabil Ayouch aims to restore dignity to female vocal poets, known as Sheikhat, and challenge harmful gender stereotypes.