Ayoub Kharbouch, better known as “Ayoub,” is an American rapper, singer, and producer hailing from the Bronx, NY. Recently, he debuted his highly latest 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.
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 a heartbreak, the New York artist’s creative brilliance has shine 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.
Last year, Ayoub collaborated with Hip-Hop superstar French Montana on their single “Slidin.” The music video has amassed a staggering 2.5 million views on YouTube, attracting support from a few industry heavyweights.
It Is What It Is is now available on all major streaming platforms.