Project X Paris produces Rim'k's "Allô" music video

Always aiming to offer ever crazier collaborations to artists, PXP steps up 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 it all to you.

Rim'K still in the game with "Hors-Série" At 45 years young, one might have thought Rim'K would hang up his gloves, but that would be to underestimate the voice of his 94 for nearly 30 years. After over fifteen solo or group albums (not counting compilations and EPs), the "Uncle from 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 many freestyles and "special editions," even if the artist no longer jumps on every mic offered. He leaves that to the young ones; 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 popular music consumption mode among young people. Rim'K, proud of his work, never wanted to rest on his classics to please a purist fanbase. His music is constantly evolving, and in "Hors-Série," many trap tracks can be found, proving he has evolved with his time. Big bangers, very street sounds, quite dark, very gangsta, with almost no autotune: the artist had fun. He is not alone on the project; the loyal soldier AP from 113 appears twice. 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. It's the perfect opportunity to (re)discover the artist's "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 first track, you also have "Allô," probably the song with the most recent sounds, as it approaches drill, which replaced trap as the major global rap trend since 2020. A track featuring Rim'K in full egotrip, with a clever mix of humor, punchlines, and wild imagery he masters perfectly, all as the rap boss he is: "A T-Max in front, a T-Max behind, I ride like diplomatic corps," no doubt we’re dealing with a French rap legend. He seems to enjoy the production as much as in his early days, maybe even more, since he boasts "I rap like I’m dead, I rap like a U17."

An immortal Rim'K with whom we are very proud to have closely collaborated, as PXP was in charge of directing the "Allô" video. You will probably recognize the brand’s touch, especially in the editing with many short shots following each other quite quickly with graphic effects even in transitions. This is no accident, and we thank Martin Bicheron, the video director, and his assistant Nicolas Matthoux. Martin also handled the video’s artistic direction in collaboration with Daniel Dikoume, our visual identity manager at PXP, who was also in charge of the outfits.

For the video, we find Rim'k in underground mode, but with a touch of luxury, paralleling Rim'K’s career from the tough neighborhoods of Vitry-sur-Seine 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 video for the rapper, and for those wanting to know more about the outfits, especially the multi-pocket workwear jacket and pants (in black and beige in the video), we invite you to visit the collab page on our site, where everything is detailed.