Arabella Memdouh has steadily become a rising name in the Dutch electronic music scene, with performances at Lowlands, Wildeburg, Lago Lago, Amsterdam Dance Event and beyond. Her sets are known for their warm energy and genre-defying sound, blending influences from her Moroccan and Dutch roots, spicing it with electronic repetitions. Alongside her work as a DJ, she founded ATAY Collective: a platform where music, art, food and storytelling come together. Through club nights, exhibitions, dinners and collaborations, ATAY creates space for female artists with SWANA backgrounds, to share new stories and perspectives.
We spoke with Arabella about her roots, musical journey and the philosophy behind ATAY.
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Introduction
What does the name ‘ATAY Collective’ mean?
Atay is the Moroccan word for tea. Traditional Moroccan mint tea is strong, yet balanced with plenty of sugar and fresh mint, creating the perfect mix between bold and sweet. That’s exactly the feeling I want to create through the club nights, dinners, hostings and exhibitions we organize. ATAY is more than just SWANA music. It’s a platform where women with SWANA backgrounds can share their own perspectives, inspirations and personal stories through music, art and culture.
How would you describe your music to someone who’s never heard you before?
I’m not a fan of labels, and I actually enjoy preparing sets that don’t fit into existing genres. My own releases are very personal and intuitive. I want to bring a fresh sound to every stage I step on, seamlessly blending my roots with genre-defying beats. Raised in a musical family, surrounded by psychedelic rock and Arabic pop, my sound is constantly evolving through new discoveries and experiences.
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Roots
How has your heritage shaped your identity?
Music has been the center of my life. In my Moroccan family, there’s always music on: people singing, clapping and dancing together. During the car rides from the Netherlands to Morocco, we listened to Umm Kulthum, Fairuz and Cheb Khaled. On my Dutch side, my second dad is a musician. We had weekly blues and psychedelic rock sessions at home, and I grew up watching him perform the guitar and bass. I also started making music at a young age myself at the music school and in theater classes, and of course recording Spice Girls songs on cassette tapes in the ’90s haha lol.
What other influences have shaped your sound?
After moving to Amsterdam, nights out became my playground. Places like Shoeless and Trouw Amsterdam introduced me to electronic music in a completely different way. Berlin also left a huge impression with its experimental club culture. Over time I realized I love repetition in music; hypnotic sounds that put you in a trance, regardless of genre. In a way, it reminds me of Gnawa and Sufi music when growing up, but translated into contemporary electronic music. Working behind the scenes at clubs and festivals in marketing, also taught me another side of music: how it connects people, builds communities and inspires collabs. Eventually I wanted to create my own music, experiment, DJ and explore how electronic music can connect with the musical history of the SWANA region.
What artists continue to inspire you?
I’m constantly inspired by music from Nooriyah, Lella Fedda, Noise Diva, Tales & Ahlam, DJU DJU and Taxi Kebab. Outside of music, I admire photographers like Joseph Ouechen, the work of Safae Zinane through Eat Rabat, and Cheb Runner’s unique approach of blending sounds. At the end of the day, we’re all telling stories and searching for connection. That’s what inspires me most, and I believe there’s always more to discover in life. Inspiration is everywhere.
What does “fusion” mean to you personally?
Fusion, to me, is simply the combination of everything I’ve experienced: my roots, the cities I’ve visited, the nights I’ve danced, the people I’ve met and the music I’ve discovered along the way. Finding my own style was only the beginning. What keeps me inspired is realizing that inspiration is endless. There’s always something new to discover, learn from and experiment with, and that’s what keeps working in music exciting!
Live
What feeling do you hope to give your audience during a show?
It’s the coolest if people are completely present in the moment. To lose themselves, discover something unexpected and feel inspired by the sounds they’re hearing. Every set of mine is different. I prepare thoroughly, but also leave room to connect with the audience in the moment. That connection isn’t something you can force, but when it happens it becomes intimate and personal.
What’s a show you’ll never forget?
Some of my biggest highlights so far have been playing Lowlands with Disco Arab in the X-Ray, Wildeburg, Arabic festival Nawafiz, touring in Ibiza and performing in clubs in Berlin and Paris. Wildeburg was particularly special because I had the perfect nighttime slot to fully express myself musically. Those are the moments where I really feel I can share who I am. Looking ahead, I can’t wait for Hit the City festival, closing your Durum Records club stage at Otomoto!
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Inspires
What’s next for you?
Next are new upcoming shows, and besides my other passion, organising large vintage design markets with Cabinet Amsterdam, I’m also hoping to make more room for Atay and to produce new music. Above all, I’m incredibly grateful that I get to do what I love, and I’m excited to continue growing and building from here.