Dazed unpacks: a tale of two TUL8TEs

TUL8TE could be described as a phenomenon—a musical or commercial one, to be precise. When I first listened to him when he released his debut project, Maghool, his unique formula of progressive boom-bap was so fresh that I told my friends at the time how this man was poised to become the next big thing in Egyptian hip-hop. My hopes for the artist were not only met but far exceeded. Mind you, when I gave the EP a more in-depth listen, I was sure of it.

In 2023, being a hip-hop fan in Egypt often meant facing disappointment with nearly every new release from any rapper. A state of stagnation had taken over the rap scene, which had moved toward a downward trajectory after its massive commercial rise at the beginning of the decade. Big players deliberately stuck to their tried-and-true formulas, which fans were accustomed to, while those on the margins—the so-called underground—lacked any true innovation or breakthrough, often trying to replicate whatever was happening in Western hip-hop.

TUL8TE emerged as a breath of originality. His formula was far from a beginner’s demo; instead, it was a sophisticated hip-hop mix residing somewhere between Lege-Cy and Madlib. His rapping was fierce and in-your-face, and his attitude and swag offered a refreshing departure from the false bravado and mindless braggadocio that dominated the scene. He spoke truth and spat bars with finesse, referencing rap heroes and incorporating a couple of signature vocal lines that defined his delivery, presenting a rapper brimming with character. The “YAH” and the “IT’S TUL8TE” echoed in most tracks, while his witty, charismatic flow was sharp, powerful, and often aggressive. 

Meanwhile, his production was something entirely different from what was happening in the scene at the time. It featured unmistakable drum patterns that leaned heavily on tabla-inspired kicks in a boom-bap context–a head-turning departure that gave his tracks an irresistible replay value. His guitar-driven production was reminiscent of Lege-Cy’s, but he paired it with psychedelic, The Alchemist-style beats to make it uniquely his own. In fact, TUL8TE’s Maghool was released on a newly founded label at the time called BAD INVSTMENT, a collective of creatives spearheaded by him and Lege-Cy.  Cementing himself as a sort of Lege-Cy protégé, he contributed to the rapper’s full-length debut LP Placebo released on the same label—not only as a featured artist but also with several production credits. Not to dive too deep into his earlier work, but I believe you get the point; TUL8TE had something distinctly his–but with each subsequent release, that very thing began to wane becoming less unique and more accessible. 

At the beginning of 2024, TUL8TE promoted his first full-length album, titled Tesh Shabab. The promotional campaign saw TUL8TE reinventing his image, leaving the BAD INVSTMNT collective, ditching the black tie-dye mask for a white crochet one that has now become his trademark, paired with an all-white outfit that exuded an entirely different style and persona. The album cover featured a plastic teddy bear against a pink backdrop, signalling a significant departure in aesthetics that paralleled in his sound and approach. While TUL8TE’s defining sound characteristics remained, the album was far removed from his earlier work. His knack for intimate songwriting, glimpsed on tracks like ‘Doctor Nafsany’ and ‘Ba2ena Ghorab,’ was taken to new depths. Tesh Shabab featured pop-oriented tunes and indie, guitar-driven arrangements, while the lyrical content altogether eschewed the harsh, rap-focused and gritty cadence and instead delved into reflections on relationships and heartbreak.

Tesh Shabab wasn’t the turning point for TUL8TE, but it was undoubtedly a foreshadowing of his massive takeover. The album’s lead single, ‘Layalina,’ amassed relatively unprecedented streaming numbers—a solid pop tune that, coming from such an artist, took me by surprise. This different facet of TUL8TE seemed like both a radical shift in tone and a progression in his artistry. That said, his success is, in many ways, a product of the broader industry landscape of Egyptian pop music and the massive gap that his presence filled. The success of TUL8TE, however, ties directly to one of the key factors behind this titanic rise: the enormous gap that had long existed in Egyptian pop music.

For years—perhaps even decades—the pop side of the music industry has been trapped in a cycle of stagnation. Pop has been coasting on its past glory, with new talents emerging sporadically and, more often than not, fading quickly. Meanwhile, the industry’s trailblazers remain firmly in place, their dominance unshaken. Take Amr Diab, for instance: even when his albums are lacklustre, they inexplicably dominate the charts. Fans seem to cling to these iconic names as if they are untouchable and eternal. This has left a noticeable void in the pop scene, which many have tried to fill without success. That is until TUL8TE came along and disrupted the status quo in a way no one else has managed.

That gap also saw no young voices in the pop scene, no one genuinely connected with the younger audiences—until TUL8TE emerged as that missing link. He became the bridge between the hip-hop-savvy youth who resonated with its raw authenticity and the pop music enthusiasts yearning for something fresh: TUL8TE seamlessly filled that gap, refining the sound he introduced on Tesh Shabab and elevating it with his sophomore record, Cocktail Ghena’y. 

When Cocktail Ghena’y dropped later in 2024, it was everywhere—you simply couldn’t escape it. The TUL8TE pop formula was irresistible; whether that was a calculated strategy or a fortunate coincidence, it was a perfect convergence of timing and opportunity. The album dominated the charts for months, with songs like ‘Habeeby Leh’ and ‘Ma Tegy Aady Aleky’ going viral across TikTok and other platforms. Adding to the frenzy was TUL8TE’s anonymity, which became another key factor in his meteoric rise.

A masked pop star with a concealed identity is unconventional by any music industry’s standards—let alone in Egypt. Yet it wasn’t a gimmick, as some might assume; TUL8TE had begun his career this way, and his move into pop music amplified the intrigue. While a masked persona feels natural in hip-hop culture, it was groundbreaking in the context of Egyptian pop. The mystery surrounding his identity became a cultural phenomenon, sparking fan theories about his identity and even drawing curiosity from major celebrities. This ongoing enigma only fueled his momentum, keeping the spotlight firmly on him.

What TUL8TE achieved on Cocktail Ghena’y, in terms of sound, was something fresh—not original or groundbreaking by any means, but rather a polished repackaging of 90s pop nostalgia. It’s executed well and crafted cohesively by a seasoned musician who knows his strengths. The music is undeniably good, but it begs the question: at what cost?

Early in his career, TUL8TE possessed a distinct and special quality that has dissipated over time. While glimpses of that earlier sound resurface on Cocktail Ghena’y—particularly in the second half, where he leans into more experimental territory—the overarching feel of the record is largely familiar, if not predictable.

The lingering question of whether TUL8TE has “sold out” hangs in the air, and only time will determine how the album ages. Adding fuel to the fire, Tul8te deleted any release before Maghool from his streaming platforms following the massive success of Cocktail Ghena’y. These earlier works showcased him in his rawest and most original form, unfiltered and brimming with the unique sound that first set him apart. Yet, in a broader context, what he achieved goes beyond the music itself: it’s a testament to a series of smart strategic moves, a sharp instinct for seizing opportunities, and undeniable musicianship that has propelled him into the upper echelons of the entertainment industry. If nothing else, Cocktail Ghena’y affirms that, in his trajectory, TUL8TE, in fact, has been right on time.