Always with the aim of offering collaborations PXP's latest video clip for Rim'K, the "Tonton" of French rap, takes the brand's commitment to artists to a whole new level. It's another milestone for the brand, and we're proud to present it to you.
Rim'K still in the game with "Hors-Série
At the ripe old age of 45, you'd have thought Rim'K would be hanging up his gloves, but that's not knowing the man who's been the loudspeaker of his 94 for almost 30 years. But after fifteen solo and group albums (and we're not counting the compilations and EPs), the "Tonton du Bled" has once again found the strength and inspiration to deliver a lovely project that brings together all the freestyles released by the rapper over the last ten years. And we can tell you that there have been plenty of freestyles and "off-series", even if the artist is no longer one to pounce on outstretched microphones to grab them all. He leaves that to the youngsters, he's got nothing left to prove. Rim'K, on the other hand, chooses his opportunities, popping up at just the right moment to entertain our ears to our delight.
Le Tonton is still young in the head, which is why the project is only available via streaming, the most widespread mode of music consumption among young people. Rim'K Although he's proud of the work he's accomplished, he's never wanted to rest on his laurels to please a fanbase of purists. His music is constantly evolving, and "Hors-Série" features many trap tracks, proof that he has kept up with the times. Big bangers, street sounds, quite dark, gangsta, with almost no autotune: the artist has indulged himself. And he's not alone on this project, with the faithful soldier AP from 113, twice. And notably for the classic track "Demain J'arrête... pas", whose main theme you can probably guess. But also Cheba Zahouania, an Algerian raï singer who has already collaborated several times with Rim'K. It's the perfect opportunity to (re)discover the 2010s version of the artist, and to understand why he's never gone out of fashion.
Project X collaborates with Rim'K on "Allô
On this album, the first track is "Allô", which is probably the track with the most recent sounds, since it's closer to drill, which has replaced trap as the major trend in world rap since 2020. The track features Rim'K in full egotrip mode, with his masterful blend of humor, punchlines and crazy imagery, all delivered in the style of a rap icon: "Un T-Max devant, un T-Max derrière, j'roule comme les corps diplomatiques" (A T-Max in front, a T-Max behind, I roll like the diplomatic corps). He seems to be having just as much fun on the prod as he did in his early days, perhaps even more so, as he confesses himself: "J'rappe comme si j'étais mort, j'rappe comme un U17" ("I rap like I'm dead, I rap like a U17").
A Rim'K immortal with whom we're very proud to have collaborated so closely, since PXP was in charge of producing the "Allô" video. You'll probably notice the brand's signature style, particularly in the editing, with a number of short shots in rapid succession, and graphic effects right down to the transitions. This is no coincidence, and we can thank Martin Bicheron, the video's director, and his assistant Nicolas Matthoux for this. Martin also handled the video's art direction in collaboration with Daniel Dikoume, our visual identity manager at PXP, who was also in charge of the outfits.
The video finds Rim'k in underground mode, but with a touch of luxury, to draw a parallel with Rim'K's career, which took him from the slums of Vitry-sur-Seine to the roof of the rap world. A hangar, a Rolls-Royce, a big leather sofa, a phone booth, some very stylish outfits, and there you have it. We're very proud to have been able to make this clip for the rapper, and for those who'd like to know more about the outfits, in particular the multi-pocket workwear jacket and the multi-pocket workwear pants (in black and beige in the clip), we invite you to visit the collab' page on our site, where everything is detailed.