Fresh out of a marketing and management school, Ilias, while managing his father's business, is convinced that his true duty to his country is to promote the cultural and artistic as a vehicle for new ideas, in a world where corruption and intrigue rule: the business world.

1994, Fatine, a young girl of 17, lives with her mother, Nadia – who is a chikha (singer and dancer)- and her grandfather in Azemmour, Morrocco. She has just passed her A-levels and is torn between two opposing paths: either committing to the family’s artistic tradition, or a more risk-averse life with her boyfriend, who scorns her heritage.