Sting Along

Rai, the rhythmically fervent traditional music from Algeria, is one of the latest brands of international music to strike a chord in the West, picking up steam in dance clubs and the world music scene.

Rai, pronounced “rye,” translates to “opinion” and has sparked controversy in Algeria for its rebellious messages and sensual abandon in an essentially conservative Islamic country.

Los Angeles will get a potent dose of rai next week when one of its best-known stars, Cheb Mami, makes his area debut Thursday at the Universal Amphitheater, headlining a mini-festival called “Rhythms of the Desert.”

The reggae group Aswad, Nubian legend Hamza El Din and the Israeli group Esta share the bill.

Mami is in Los Angeles doing double duty, opening the West Coast leg of the Sting tour. Mami was invited by Sting for a cameo on the song “Desert Rose” from his CD “Brand New Day” and then invited on tour.

The Sting connection has given Mami massive exposure and a new audience, including a spot on the televised “NetAid” benefit gala earlier this month.

During a sound check with Sting this week in Berkeley, Mami spoke through a translator about his advancing musical saga.

“It’s my dream to make it so rai music becomes a style of music like jazz, like rock,” Mami said. Mami’s CD “Meli, Meli” is a hit in France and recently was released domestically on the Mondo Melodia/ARK 21 label, run by Sting’s manager, Miles Copland.

The Universal concert, Mami said, is “an occasion to put rai in front of the audience, to open the door for other rai musicians and Arab people in the United States, who are also trying to sing their roots.”

The 33-year-old Mami has lived in Paris since 1986 and returned to Algeria in July for his first performance there in a decade, appearing before an audience of 100,000. He acknowledges the Universal show is important.

“I rehearsed a lot in Paris because it’s the first time I will be in L.A.,” he said. “It must be a great event. It’s like a dream come true, a little Algerian singer coming to the United States.”

BE THERE

Cheb Mami headlines “Rhythms of the Desert” 7 p.m. Thursday at the Universal Amphitheatre, Lankershim Boulevard at the Ventura Freeway. (213) 252-TIXS.