Ghenda sends strength to Project X Paris

PXP is always on the lookout for talents and influencers to collaborate with and grow the brand. But sometimes, it’s the artists themselves who send us love, as is often the case with Ghenda. Beatmaker, singer, collaborating with the biggest names, here’s a focus on the one you’ll be hearing about in the coming years.

Ghenda, the hidden talent In the history of French rap, many artists have been seen as shadow men whose work was hugely important and widely recognized in the scene. If the public doesn’t know them, it’s usually due to a lack of aggressive communication, but the talent is definitely there. Ghenda is one of those. The artist from Viry-Châtillon, in the 91, has many strings to his bow, having first made a name for himself with his beatmaking skills. He notably worked on the huge hit “MMM” by Naza, one of the hits of 2017, and also the following year, with the French team’s World Cup victory, who all danced to the beat by Ghenda and Binguy, as shown by many stories on social media. Even more impressively, he was part of the team behind the beat of the mega-hit “Comportement” by Aya Nakamura. And the list doesn’t stop there: he worked on several tracks by Niska, Keblack, Zola, Sam’s, the rapper-actor from “Validé”, Benash, Kalash Criminel, and even appears in the writing credits of a Florent Pagny song, “Je veux en voir encore”. In short, you get it, he’s worked with almost all the big names, but also many other lesser-known rappers and artists.

Because Ghenda is above all a music and rhythm enthusiast. That’s probably why he also wanted to step behind the mic and make his own tracks, even releasing two solo projects in 2020 and 2021. Again, with success. Like his feature with Hiro, “Toi et moi on se sait”, which surpassed a million views. While his work on this side of the mic may not yet have had huge success, it shouldn’t be long because the quality is more than present, it’s everywhere. The beats are effective, the atmospheres, whether dreamy or very danceable, are very well done, a flawless record for the artist from the 91. At the same time, it’s normal, the 91 has almost become the music capital of France over the last ten years. There’s a cultural bubbling in this department, which surely helped him connect quickly with the big local artists, like Niska and others. In contact with all these hitmakers, he continued to work on his musicality and melodies and today he is a truly accomplished and versatile artist. Nothing to envy from the big names in the game, except maybe visibility.

But again, Ghenda is working on that. Not too much, as he prefers to focus on music, but he has an Instagram account with over 13,000 followers, which he regularly updates with posts and stories (we’ll come back to that). He also does a lot of remixes and covers, notably on Spotify, again with quite some success. In his videos, he increasingly works on the visual side, as well as the fashion side, often accompanied by his sunglasses and very stylish outfits. Musically, you can feel a lot of African and island influences (rumba, zumba, reggaeton), and fashion-wise, Ghenda doesn’t hesitate to indulge in Kanye West-style extravagance, a master in the field, or much sunnier outfits. A versatility we really like at Project X Paris!

Ghenda & PXP, true love. Because you should know we’ve also worked a lot with him. Especially during our launch parties or special events, where he was often in charge of the vibe as a DJ, and again, he obviously nailed it. We thank him for that, but also for all the times he sent us strength through social media, posting photos or videos where he wears Project X pieces. Or even in his clips: in the video for “LOSSA” in 2020, he wore an old jacket from our “Graffiti” collection, still available and updated since. A very street-style piece, for a track that sounds quite smooth but with lyrics only about the streets and fast life. An aspect of Ghenda’s personality not to be overlooked, like all the real guys from the 91. Another essential piece for a successful winter streetwear outfit, the puffer jacket. Again, he made the most original choice, with the reflective and quilted PXP puffer jacket, for the clip of “Parlons peu parlons bien”.

In fact, we often appear in his videos, like in the clip for “Dope”, one of his best tracks, where he dresses at the very start by putting on a Project X Paris jacket over a PXP t-shirt. The jacket is part of a “blue/clouds” colorway set that suits him very well, with his sunglasses, always, and his well-styled haircut. Ghenda has style, he knows it and likes to play with it, a personality trait that is now almost mandatory in French rap today. The days when everyone wore the same Tacchini tracksuit and the same cap are over, each artist must have their own style because image is too important, much more present than before.

We absolutely wanted to make this little focus on Ghenda, who is a great artist of the urban movement in France whose work deserves to be better known. Our role at PXP can’t be limited to collaborating with artists at the peak of their buzz, we are also obliged to introduce you to new talents passing under our eyes, and clearly, he’s one! We obviously wish him the best for the future, hoping to see him again very soon at one of our launch parties, where his presence usually means great sound!