SCH, from the street to the rooftop
Impossible to have listened to French rap in the last ten years without noticing the SCH phenomenon. His unique persona, razor-sharp lyrics unmatched in the game, his attitude but also his friendliness, make him one of the French people'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 on 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," 15 years old, who just started rapping and wanted to assert his German roots from his father. Hence the choice of the pseudonym. His rap was already well crafted but rather dark and struggled to stand out from the competition. The transformation 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, let's not mince words, and sold over 500,000 copies in France and internationally. Inside, he reveals a universe that walks 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 identifiable voice.
Naturally, French rap was shocked. From "A7" onwards, the rapper built a very solid discography by 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 achieved platinum status. Now SCH can look any French rap legend in the eyes. He diversified his universe, even venturing into cinema with "JVLIVS," and pushes his ideas to the limit without watering down his message. Although now at the top of the game, he remains forever street: "I'm not into fancy parties, and I like simple things, my mom 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" 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 behind the success of the crazy project "Bande Organisée" and the collective 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 rightly so: in Marseille and surrounding areas, SCH, or Le S as he's now called, has become almost as important as Jul. But his influence goes far beyond southern France. For many listeners, he represents something, holding a true status as a boss and complete artist.
Probably for this reason, "Nouvelle École," the rap contest created and broadcast by Netflix this year, entrusted him with a coaching role. The spot was highly sought after, 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 colleagues. The emergence of artists like BB Jacques or Elyon on the show is proof that SCH has a huge influence on the new generation, thanks to the polished and thoughtful side of his music, while remaining very "raw" and authentic. A true boss in the French rap game indeed.
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 get an idea of how he brilliantly manages his image, check out his freestyle "Booska Rooftop": he is 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 is 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 have "stepped up their style game" after the release of "A7." Even today, in the clips already out 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 wear one of our checkered pants, in various colors, a few years ago. A timeless model that needs to be styled well, which is not always easy to match. SCH nails it, as usual when he tries a new style. We are obviously very happy with the importance PXP has gained in Marseille and southern 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" (German for highway) 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 we simply can't do without him in the game!
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