The importance of artistic voice is built into the very fiber of Malian society and it is no surprise that the resonating voices of hip-hop and rap have found their place for NextNOW artists and audiences.

Creating his own color and style of Malian hip hop from the Manding musical culture, Amkoullel became one of the first artists to speak to and on behalf of the youth of the country, calling them to unite and stand up.

He created an association called Plus Jamais Ça — “never again” — and released the song “SOS” — cries for help to the government, or anyone, to stop what was happening in the turbulent north of his country, where radical Islamists took control and banned all music except Quranic verses. An urgent and powerful voice for the future now!