SCH, from the street to the rooftop
Summary
It’s impossible to have listened to French rap in the last ten years without encountering the SCH phenomenon. His unique persona, razor-sharp lyrics unlike any other in the game, his attitude, and his likability make him one of the French public’s favorite artists. And now that he has just released “Autobahn,” he is more than ever on top of the game. Let’s look back at the incredible success story of the Marseille native.
From “A7” to “Autobahn”
Let’s start from the beginning to explain how a Marseille native, son of a German truck driver and a nurse, managed to rise to the top of the game in just a few years. Long before the SCH persona was born, there was “Schneider,” a 15-year-old who had just started rapping and wanted to assert his German roots from his father. Hence the choice of his stage name. His rap was already well crafted but rather dark and struggled to stand out from the competition. The metamorphosis into SCH began in 2014, thanks to some features and several clips/freestyles. Then came the first mixtape, “A7,” in 2015. A project that changed the face of French rap, no exaggeration, selling over 500,000 copies in France and internationally. It introduced a universe wandering between the darkest Marseille street life and the ambitions of wealthy Neapolitan mafias, heavily inspired by the series “Gomorra,” for example. Death and melancholy are omnipresent, but so is the rage to win and fight to escape the proletarian condition (“Getting up for twelve hundred is insulting” even became a slogan in some protests). All this with melodies of a new kind and a very recognizable voice.
Naturally, French rap was shocked. From “A7,” the rapper built a very solid discography, releasing almost an album every year. First “Anarchie,” then “Deo Favente,” “JVLIVS I,” “Rooftop,” “JVLIVS II,” and finally a new mixtape, “Autobahn,” released a few months ago. Each release at least reached platinum status. SCH can now look any French rap legend in the eye. He diversified his universe, even venturing into cinema with “JVLIVS,” and fully commits to his ideas without diluting his message. Although now at the top of the game, he remains street forever: “I’m not at fancy parties, and I like simple things, my mother doesn’t care about the Urus, she wants the Citroën,” you can hear in “LIF,” one of his latest tracks. This uncompromising authenticity makes him very popular with his fans and beyond.
A Boss in Bande organisée and “Nouvelle École”
Because SCH has also become a boss and a reference in his professional field. Proof of this is that he is one of the major figures who built the success of the crazy project “Bande Organisée” and the joint album with all the Marseille artists that followed. In short, “Oui ma gâtée,” he simply rocked all of France. He also participated in the Classico Organisé with the Parisians, proving he is truly indispensable. And that’s only natural: in Marseille and nearby, SCH, or Le S as he is now called, has become almost as important as Jul. But his influence goes far beyond the South of France. For many listeners, he represents something; he has a true status as a boss and a complete artist.
It is probably for this reason that “Nouvelle École,” the rap contest created and broadcast by Netflix this year, entrusted him with a coach position. The spot was highly sought after by many, but the show couldn’t do without a major Marseille star, given the city’s place in the game. Beyond his presence, he is the only one of the three coaches (with Niska and Shay) to have faced almost no criticism. He even stood out with more insightful opinions than some of his colleagues. The emergence of artists like BB Jacques or Elyon on the show is clear proof that SCH has a huge influence on the new generation, thanks to the polished and thoughtful nature of his music, while remaining very “raw” and authentic. A true boss in the French rap game.
SCH Always at the Forefront of Style
But also a boss in fashion and style. SCH is one of the artists who best understood the importance of image in today’s rap. He even made a short film for the release of “JVLIVS I,” as mentioned earlier. Beyond this film, almost every clip released by the rapper is a memorable slap. If you want to see how brilliantly he manages his image, check out his “Booska Rooftop” freestyle: he’s at the top of style, and the World War II plane next to him in the video is a stroke of genius. Even outside clips, at every public appearance, whether a concert, interview, or other, he’s always well dressed, often in a flashy style that suits him perfectly. Tattoos and jewelry are also part of his persona, but he never overdoes it. Ultimately, hasn’t SCH created his own definition of style and elegance? He certainly inspired many, as numerous other French rappers “stepped up their game” style-wise after “A7” came out. Even today, in the clips already released from his “Autobahn” project, he continues to impress with the visual quality of his work.
We at Project X Paris were thrilled to see him wearing one of our plaid pants, in various colors, a few years ago. A timeless model that needs to be styled well in an outfit, which isn’t always easy to match. SCH pulls it off brilliantly, as he often does when trying a new style. We are obviously very happy about PXP’s growing importance in Marseille and the South of France, thanks to our many store openings and collaborations with Marseille artists like Naps and Soso Maness. We take this opportunity to wish him to stay on the “Autobahn” (highway in German) of success, as he has so far. Whether solo, featured on projects, or as part of a big group adventure, Le S has shown that he is simply indispensable in the game!