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Always with a view to accelerating our conquest of France, Project X Paris continues to expand, opening stores all over France. This time, it's in Amiens, a shop that opened in April. To get us going again in 2022, Yanns was on hand to set the mood. And it was hot!
Yanns, the carton of 2022
As we enter the last quarter of the year, it will soon be time to take stock, particularly on the rap front. It's been another busy year in French rap, but if we look at the tracks that really got us going, we're bound to think of Yanns. Why should we? Because he's probably the author of one of the most listened-to tracks of the year, quite simply. Released on December 10, 2021, the clip for the hit "Clic Clic pan pan" has already racked up over 80 million views in just 9 months. That's an average of almost 10 million views a month, enough to make some of the industry's heavyweights jealous. The track had all the ingredients for a real hit: a simple, extremely catchy chorus, lyrics about love that will appeal to both boys and girls, and an instrumentation calibrated for dancing, but little did we imagine how ubiquitous the sound would become at every party, especially throughout the summer of 2022.
For Yanns has been charcoal-burning for some time now. The rapper, who hails from the east of France, joined the training center of AS Nancy Lorraine, one of the 3 big clubs in the area along with Metz and Strasbourg. Injured to cruciate ligaments, he launched his musical career and began posting extracts on TikTok in 2020. His first track, "Bébé", was released to great acclaim, and his subscriber base began to explode. A true social networking phenomenon, he continues to establish himself as the boss on TikTok and will release his first album, "Bambino", in February 2021. Followed, very quickly, by a second project, "Coeur Brisé", in September 2021. Two long 16-track projects, with relatively few featurings, the artist is resourceful. His rap/urban pop influences, notably Jul, can be heard in his early instrumentation choices, such as on "Mon chouchou", "En détresse" and many others. You can also feel the influence of J in the themes he tackles, with many of his songs about women and love, using street language.
But Yanns has gradually found its own niche with its own codes. Punchier, shorter, rhythmic choruses that are incredibly effective in getting into your head. This transformation culminated in the release of the mega-tube "Clic Clic pan pan", which everyone has sung at least once this year. But without necessarily being a fan of the artist, you're bound to be infected by his good humor and simplicity, and carried away by the very Latino rhythms of his music. All these qualities are perhaps due to the singer's origins, as he is French of Portuguese and Spanish gypsy descent. In any case, he knows how to put them to good use, and he's not the last to return a little love to his fans, with some lovely moments of sharing, like his anniversary concert in Damelevières in front of 2,600 people, in his native region. It's a lovely way of giving back to his fans the strength sent by his ever-growing following.
Yanns & Project X Paris, operation sharing
Sharing is what it's all about today, as Yanns has offered an incredible surprise to its fans in the Amiens region. A Project X Paris shop has opened at Amiens Glisy shopping center last April. And guess who decided to come and do a big signing session for his fans in front of the shop... Yanns himself! The artist, who never misses an opportunity to meet his public en masse, almost caused a small riot, such is his popularity. It was all very calm and good-humored, of course, but the crowd was simply overwhelming at the end of August. Many images and videos of the day are circulating on social networks. What's particularly striking is the number of young people present, for whom the singer seems to be an idol.
Yanns did the job in all simplicity, in front of a cheering crowd, much to our delight at PXP. You know us, we like to create a big atmosphere in our stores, and even in the whole shopping center if you let us. Just like in Miramas with our Fashion Festival, which attracts more and more people every time. This time, however, it went from strength to strength thanks to the sympathy and popularity of Yanns, to whom we're obviously very grateful. All the more so as the artist did his job right up to the end, sending us a maximum of force. In particular, he posed for photos with the Project X team present in the store, all wearing a beautiful PXP outfit. A jogging bottoms beige in particular, one of our great classics, with a plain t-shirt in the same color, very effective. He even chose another one: a pants two-tone denim from the Patchwork capsule, with a textured, velvet-like loose-fitting blouse in the same beige tone to match the Jordans.
This event is part of our drive to promote our Project X Paris stores, which are opening all over the country. We're now proud to welcome people to our own shops in Miramas, Amiens, Marseille, Lille and Lyon, as well as in much smaller towns. We'd like to thank Yanns for putting Picardie in the spotlight, and we hope to be able to repeat this kind of big event every time we open a new store!
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