I still recall the moment I first encountered Ash’s music. It was back in 2022 while I was in New York, where I dived into the vibrant SWANA (South West Asia and North Africa) cultural scene. One of my favorite experiences was attending Nefertitties, a drag show led by the talented Egyptian drag queen Ana Masreya.
During one memorable performance, Masreya was carried through the crowd on an ornate throne surrounded by four men. Dressed in a shimmering golden gown paired with the iconic Nefertiti crown, her dramatic entrance was set against an entrancing backdrop of electric guitar loops blended with oud-inspired sounds. Captivated, I quickly used Shazam to identify the track, discovering I had missed out on Ash’s hit song “Mosaïque.”
This track faced initial rejections from labels unsure how to categorize its unique blend of electronic beats and Middle Eastern influences. Nevertheless, “Mosaïque” gained immense popularity online, even before Ash introduced himself during a stunning live performance at the Great Pyramids of Giza in 2019.
“When I first got into electronic music, it was all Western,” Ash shared with TunesDeck. “I loved trance music, but I felt it lacked my cultural essence. I always wanted to weave that into my work.” At 16, he experimented with incorporating Arab sounds into music, launching his initial track titled “Lost,” which blended deep house rhythm with a Middle Eastern guitar, quickly winning over classmates.
Originally from Cairo, Ash relocated to Montreal for university. As he honed his DJ and deep house production skills, he eventually created “Mosaïque,” driven by nostalgia for the Egyptian sounds he cherished. “I kept it on my computer for a year, hesitant to share it,” he recalled. After finally sharing it with a friend who praised it, Ash decided to release it, overcoming his apprehension about its niche appeal.
“Artists often go through many phases, and that particular mindset was misguided,” he reflected. By sharing music he resonated with, regardless of presumed audience preferences, his streaming numbers soared.
“I reached a point where I wanted my music to reflect what I genuinely liked, while also challenging listeners,” Ash explained. “Amidst all the noise of social media metrics, the essence of my music and emotions remains paramount.”
Before long, Ash found himself in Montreal, astonished to hear someone next to him had set his song as a ringtone. “I thought, ‘Wow, my track has become a ringtone,’” he laughed. “But no one knew who I was. So, I began sharing videos on YouTube, showcasing my instrumental skills and how I create my music.”
Starting piano at age six, Ash has taught himself various instruments through online tutorials, praising the accessibility of YouTube. “Learning new instruments is often frustrating,” he admitted, “but nothing compares to the authenticity of live sounds.” Despite lacking formal training beyond piano, the intricacies of Ash’s music shine through his self-taught approach.
In February, Ash released his much-anticipated debut album Self-Discovery, and since then, he has been touring internationally, selling out concerts in cities like Paris, London, New York, and Los Angeles. On October 18, he will return full circle to perform at the Pyramids of Giza, where his journey began with “Mosaïque.”
“It’s surreal,” he expressed. “From just wanting to share a video to actually performing in front of an audience at the Pyramids; I can hardly believe it’s happening.”
Ash deeply values the connection formed during performances. “The experience of performing is incredible because it allows me to engage with the audience,” he said. “Seeing people resonate with my movements and emotions transforms the experience into something beautiful.”
For Ash, performing is not just an artistic expression; it’s a way to contribute to societal issues. He has used his platform to raise awareness for causes like the Beirut port explosion relief and Palestinian rights. Occasionally, he faces criticism for his activism, with detractors urging him to focus solely on music.
“It’s disheartening,” he remarked. “As artists, we embody more than just our music. My art reflects my beliefs, and I cannot separate that from who I am.”
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Ash will be performing across Europe, the Middle East, and North America as part of his Self-Discovery tour.
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