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Schooled in the deeply traditional sounds of the Gnawa people in his native Marrakech. Inspired by African rhythms and a childhood dream of the electric guitar of the likes of Jimi Hendrix, Jeff Beck and Al Di Meola, Ben Joad made music his profession. Ben Joad writes, and sings his own music which is an exotic sound cross-breeding the Moroccan Gnawa (traditional music of North Africa) with Funk, Jazz, Reggae and World music. His guitar playing looks back to the Hendrix era and is combined with the deep soulful trance-like sound of the Gambri (African Bass instrument), but has a modern beat and sound that you are unable to resist moving to.