Ayoub Kharbouch American rapper, singer, and producer hailing from the Bronx, NY, unveils his highly anticipated debut project, It Is What It Is. Drawing from his own experiences and the wisdom he has gained along the way, Ayoub invites listeners to embrace situations and people for who they are, to let go of overthinking and stress, and to keep moving forward with an open heart.
The album is a sonic masterpiece, featuring an atmospheric pad-driven sound, haunting choir samples, and dark string arrangements that take listeners on an emotional rollercoaster. With each track, Ayoub weaves tales of heartbreak, soothing stories, and captivating nightlife experiences, all of which have shaped his journey as an artist. Despite facing the toll that heartbreak and the rigors of the night life can take on one’s mind, Ayoub’s creative brilliance has shone through, resulting in this project. It Is What It Is showcases Ayoub’s versatility as an artist, with seamless transitions between rap and soulful melodies that will leave listeners entranced.
Last year, Ayoub collaborated with his blood brother French Montana on the “Slidin’’” single. The music video has amassed a staggering 2.5 million views on YouTube, attracting support from industry heavyweights like Drake and other influential artists. Additionally, prominent music publications such as Complex, Revolt, and Hot New Hip Hop featured the track, further solidifying Ayoub’s presence in the music scene.
It Is What It Is is now available on all major streaming platforms.
Purchase/Stream Album HERE
