Project X Paris produces Rim'k's "Allô" music video
Always aiming to offer ever crazier collaborations to artists, PXP steps up its game by fully producing the latest music video of Rim'K, the Uncle of French rap. A new milestone for the brand, and we are very proud to present all of this to you.
Rim'K Always in the Game with "Hors-Série"
At a solid 45 years old, one might have thought Rim'K would hang up his gloves, but that would be to misunderstand the voice of his 94 for nearly 30 years. After a hefty fifteen or so albums solo or in groups (and that’s not counting compilations and EPs), the "Uncle of the Bled" still found the strength and inspiration to deliver a nice project gathering all the freestyles released by the rapper over the last ten years. And we can tell you, there have been plenty of freestyles and "hors-séries," even if the artist is no longer one to jump on every mic offered. He leaves that to the youngsters; he has nothing left to prove. Rim'K chooses his moments to appear at the right time and entertain our ears for our greatest pleasure.
The Uncle is still as young at heart, which is why the project is only available via streaming, the most widespread way young people consume music. Rim'K, although proud of his achievements, never wanted to rest on his classics to please a purist fanbase. His music is constantly evolving, and in "Hors-Série," you find many trap tracks, proof he has kept up with his era. Big bangers, very street sounds, quite dark, very gangsta, with almost no autotune: the artist had fun. He’s not alone on the project either; we find the loyal soldier AP from 113, twice. And notably on the classic track "Demain J'arrête... pas," whose main theme you can probably guess. Also Cheba Zahouania, an Algerian raï singer who has collaborated several times with Rim'K. So it’s the perfect chance to (re)discover the artist in his "2010s" version and understand why he has never gone out of style.
Project X Collaborates with Rim'K on "Allô"
On this album, as the opening track, you also have the song "Allô," which is probably the track with the most recent sounds, as they approach drill, which has replaced trap as the dominant trend in global rap since 2020. A track where we find Rim'K in full egotrip mode, with that clever mix of humor, punchlines, and wild imagery he masters perfectly, all as the Boss of rap, which he is: "A T-Max in front, a T-Max behind, I ride like diplomatic corps," no doubt we are dealing with a gentleman of French rap. He seems to enjoy the production as much as in his early days, maybe even more, since he vows himself "I rap like I’m dead, I rap like a U17."
An Rim'K immortal with whom we are very proud to have collaborated very closely, since PXP was in charge of producing the "Allô" video clip. You will probably recognize the brand’s touch, especially in the editing with many short shots that follow each other quite quickly with graphic effects even in the transitions. This is no accident, and we can thank Martin Bicheron, the video director, and his assistant Nicolas Matthoux for that. Martin also took care of the artistic direction of the video in collaboration with Daniel Dikoume, our visual identity manager at PXP, who was also at the helm for the outfits.
For the video, we find Rim'K in underground mode, but with a touch of luxury, to draw a parallel with Rim'K’s career, who started from the tough neighborhoods of Vitry-sur-Seine to climb to the top of rap. A warehouse, a Rolls-Royce, a large leather sofa, a phone booth, some very stylish outfits, and that’s it. We are very proud to have produced this clip for the rapper, and for those who want to know more about the outfits, especially 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, everything is detailed there.