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It's impossible to have listened to French rap in the last ten years and not be aware of the SCH phenomenon. His unique character, his sharp pen like no other in the game, his attitude but also his likeability, make him one of France's favorite artists. And having just released "Autobahn", he's more than ever on top of the game. Here's a look back at the Marseille-born artist's wild success story.
From A7 to Autobahn
Let's take the story from the beginning, to explain how a man from Marseilles, the son of a German truck driver and a nurse, managed to climb to the top of the game in the space of just a few years. Long before the SCH character was born, there was 15-year-old "Schneider", who had just taken up rap and was keen to assert his Germanic roots, which he inherited from his father. Hence the choice of pseudonym. His rap was already well crafted, but rather dark, and struggled to stand out from the competition. It was in 2014 that the metamorphosis into SCH began, thanks to a few featurings and several clips/freestyles. Then came his first mixtape, "A7", in 2015. A project that changed the face of French rap, let's not mince words, and sold over 500,000 copies in France and internationally. In it, he reveals a universe that wanders between the darkest Marseilles street scene and the ambitions of wealthy Neapolitan mafiosi, much inspired by the "Gomorra" series, for example. Death and melancholy are omnipresent, but so is the rage to win and fight one's way out of one's proletarian condition ("Se lever pour mille deux, c'est insultant" has even become a slogan taken up in certain demonstrations). All this, with melodies of a new kind, and a very identifiable voice.
French rap is understandably in shock. Since "A7", the rapper has built up a solid discography, releasing almost an album a year. First "Anarchie", then "Deo Favente", "JVLIVS I", "Rooftop", "JVLIVS II" and finally a new mixtape, "Autoban", released a few months ago. With each new release, SCH has at least achieved platinum status. SCH can now look any French rap legend in the eye. He has diversified his universe, even foraying into the world of cinema with "JVLIVS", and goes to the heart of his ideas in his proposals, never watering down the discourse. Although he's now at the top of the game, he remains streetwise for ever: "I'm not into worldly parties, and I like simple things, my mother doesn't give a fuck about the Urus, she wants the Citroën" can be heard in "LIF", one of his latest tracks. This uncompromising authenticity makes him very popular with his fans, but not only.
A boss in Bande organisée and Nouvelle École
Because SCH has also become a boss and a reference in his professional milieu. As proof, he is one of the major figures behind the success of the crazy "Bande Organisée" project, and the joint album with all the Marseillais that followed. In just a few words, "Oui ma gâtée", he simply turned the whole of France upside down. He also took part in the Classico Organisé with the Parisians, proving that he really is a force to be reckoned with. And rightly so: in and around Marseille, SCH, or Le S as he's now known, has become almost as important as Jul. But his influence extends far beyond the borders of the South of France. For many listeners, he represents something, he has a real status as a boss and a complete artist.
This is probably why "New School"This year, the rap competition created and broadcast by Netflix decided to give him a place among the coaches. The spot was in demand, by many, but the show couldn't do without a big star from Marseilles, given the city's place in the game. Beyond his presence, he is the only one of the 3 coaches (with Niska and Shay) to have received virtually no criticism. He even stood out for his slightly more pertinent opinions than some of his colleagues. And the emergence of artists such as BB Jacques and Elyon on the show is proof that SCH has had a huge influence on the new generation, with his mature, well-thought-out music that's also very "brutal" and authentic. A true boss of the French rap game.
SCH always on the cutting edge of style
But he's also a master of fashion and style. For SCH is one of the artists who has best grasped the importance of image in today's rap. In fact, he went so far as to make a mini-film for the release of "JVLIVS I", as mentioned above. Beyond this film, almost every clip released by the rapper is a slap in the face to remember. And if you want to get an idea of how brilliantly he manages his image, take a look at his "Booska Rooftop" freestyle: he's at the top of his game, and the World War II airplane next to him in the video is an idea of genius. Even outside his music videos, whenever he appears in public, for a concert, an interview or whatever, he's always well-dressed, usually in a flashy style that suits him perfectly. Tattoos and jewelry are also part of his character, but he never overdoes it. In the end, didn't SCH end up creating his own definition of style and elegance? In any case, many other French rappers "stepped up their game" in terms of style after the release of "A7". Even today, in the clips already released from his "Autobahn" project, he continues to impress with the visual quality of his proposals.
We at Project X Paris were delighted to see him wearing one of our checkered pants, in a variety of colors, a few years ago. It's a timeless style, but you have to know how to bring it out in your outfit, and it's not always easy to find something to go with it. SCH pulls it off wonderfully, as is often the case when he tries a new style. We're obviously very pleased with the growing importance of PXP in Marseille and the South of France, thanks to our numerous store openings and collabs with local artists such as Naps or Soso Maness. We take this opportunity to wish him continued success on the "Autobahn" (German for freeway), as he has done to date. Whether solo, featuring on his own projects, or as a member of a major group adventure, S has shown that we simply can't do without him in the game!
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