He left the “Dior Chioukhs” school in his native Khenifra in central Morocco at the age of 11, and began playing loutar in 1964, especially in traditional bands.

The same year, Rouicha started interpreting traditional Tamazight songs and produced his first record in collaboration with the Moroccan channel RTV1.

Rouicha sang in a warm manner, and gradually gained fame in Morocco and North Africa, even among Moroccans who do not speak or understand Tamazight.

He became well-known thanks to titles such as Ya lehbiba, bini w’binek darou lehdoud (My beloved, they've set us apart) in Tamazight and Arabic.

The themes of Rouicha's texts evoke, in a traditional popular style, love, nature, justice, politics, life and death.