A brand name in Morocco, Issam Harris is ready for his global breakout. When you turn on Moroccan trap star Issam Harris’s 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 Morocco’s obsession with branding everything they own — from tires to djellabas — that has nothing to do with the product itself or even knowledge of the actual brand. “Moroccans don’t have much money, but it’s in the culture to wear brands, not fashion,” says the Casablanca native. |