Haroune Akachab, visual artist and director based in Marrakech, Morocco

Haroune Mabchour Akachab (known as h1roune) is a Moroccan Visual Artist and Creative Director based in Marrakech, Casablanca, and Tangier, with 5 years of experience.

His work shines a light on the underground and emerging HipHop and Rap landscape throughout Morocco, as well as fashion, striving to showcase the talent, power, and diversity of young Moroccans, challenging stereotypes and misconceptions.

I’m a multidisciplinary creator passionate about translating emotion into visuals. Whether it’s through a fashion shoot or a showcase rap, I love capturing raw energy and overlooked stories.

I often direct shoots with music playing in the background. It helps me build a rhythm and visual flow, especially when inspired by Moroccan rap or ambient soundscapes.

How did you first get into photography? Was there a specific moment, person, or inspiration that sparked your passion for capturing images?

It all started with a borrowed camera and a spontaneous walk in Marrakech. The city’s contrast between old and new made me realize I wanted to freeze those juxtapositions.

Later, when I began street photography, I saw the other side of the lens and it deepened my understanding of visual storytelling. Photography became my way to explore identity, silence, and rebellion.

My own inspiration is watching music videos, fashion editorials, and photo essays from UK creatives. They opened my eyes to how powerful visual storytelling could be. That vision inspired me to pick up a camera and start documenting the emerging rap scene, and the quiet intensity of people’s expressions.

I wanted to create images that felt just as real and intentional, but grounded in my culture and context.

What type(s) of photography do you specialise in, and why did you choose this niche?

I specialise in the underground hiphop scene, urban fashion, editorial, and cultural documentary photography. These niches allow me to merge visual art with storytelling.

At first, my style was minimal and portrait-focused, but now it has evolved to include layered compositions, texture, and emotion. I experiment more with movement, lighting, and narratives that reflect both my generation and my Moroccan roots.

Can you share the underlying themes or ideas that drive your photography?

My work revolves around three main themes: urban identity, poetic resistance, and spiritual silence.

I often shoot people who live at the margins, young creatives, dreamers, rebels, and I try to capture their emotions without filters. Photography, for me, is a bridge: between generations, between cultures, and between what’s seen and what’s felt.

What’s the one achievement or moment in your photography career that you’re most proud of?

Curating my first two photobook projects has been the most fulfilling milestone so far. I was honored to be a finalist for Photographer of the Year at the Maroc Web Awards 2022.

Also, being selected to cover L’Boulevard, Visa For Music, the local spring festival, and more cultural festivals as a media contributor for IZA7A Magazine helped me realize that my work resonates beyond Instagram in physical spaces, with real communities.

What’s the biggest challenge you’ve faced as a photographer, and how did you overcome it?

The biggest challenge was finding my visual identity in a saturated digital world. I had to stop comparing my pace or aesthetics to others.

Over time, I learned to slow down, trust my instincts, and create work that feels honest. This shift helped me attract collaborators who value authenticity over perfection.

If you could collaborate with anyone, who would it be and why?

If I could collaborate with anyone, I would love to work with Nike or Corteiz, two brands that perfectly blend streetwear with authentic culture.

Being featured by Eyecannndy would be an amazing platform to showcase this collaboration’s creativity.

Additionally, partnering with a major music label like Sony Music would allow me to merge my passion for photography and music by creating compelling visuals that amplify artists’ stories on a global scale.

Haroune Akachab

What are your thoughts on the 54Ruum platform?

54ruum is one of the few spaces where African photographers feel truly seen. It’s not just about sharing work, it’s about finding belonging and dialogue. I appreciate how the community respects storytelling as much as aesthetics.

If you could give one piece of advice to someone just starting their photography journey, what would it be?

Start with what you have. The best camera is the one in your hand — but the real tool is your eye. Don’t chase trends; chase truth. Find your voice, then amplify it.