Touda dreams of becoming a Cheikhaa traditional Moroccan artist, who sings without shame or censorship texts of resistance, love and emancipation, transmitted for generations. Performing every evening in her small provincial town under the gaze of men, Touda nourishes the hope of a better future for herself and her son. Mistreated and humiliated, she decides to leave everything for the lights of Casablanca. “Touda is a courageous mother who fights to be seen with other eyes than those with which society has begun to look at the Sheikhates. These women played a fundamental role in the history of the country and they were involved in all the battles. They are the bearers and heirs of an ancestral tradition which is theAïtabut they are, unfortunately, seen today as women with a bad reputation,” confides Nabil Ayouch at the microphone of “Le Matin”.
At the crossroads of activism and of theperforming artsCheikha’s profession has crossed the ages to deliver a folk art unifying force which does not lack poetryas the actor explains Abdellatif Chaouqi who is part of the cast: “The Cheikhates have been present since the protectorate and their impact is indelible. They were free and their songs carried messages and meaning, while preserving the notion of entertainment. They were a symbol of bravery and courage at the time”. And added “Everybody loves Touda is a very good film which has several performances, between singing and dancing. The emotion is also present through the daily life of Touda who pursues her dream, but also her sacrifices as a mother to ensure the future of her son”.
Appropriating the character of Touda was a real challenge for Nisrin Erradi who devoted a year and a half to shaping this role by training with professional Cheikhates: “The preparation was long for the main actress, since Everybody loves Touda has required a lot of investment in Nisrin Erradi in order to realistically embody the role of a person who aspires to become Sheikha. She had to learn to sing, dance and speak like the Sheikhates,” explains the director.
Before taking over Moroccan cinemas, “Everybody loves Touda”, 13th work by Nabil Ayouch, benefited from an international promotional campaign, with a world premiere screening during the Cannes Film Festivalof Angoulême Francophone Film Festival a you El Gouna Film Festival. Note that the feature film was chosen to represent the Morocco to Oscars 2025in the section “Best International Film“.
