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Le 3 décembre, Ninho revenait avec un nouvel album solo, « Jefe ». Il s'agit probablement du disque avec lequel NI est le plus attendu, par la critique et par les auditeurs. C'est l'occasion de se pencher sur le cas du phénomène rap français des 5 dernières années, qui ne connaît pas la pression, que ce soit dans la musique ou quand il faut poser pour Project X Paris.

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Le grand public a découvert Ninho avec la sortie de son album « Comme Prévu » en 2017. Mais avant cela, le rappeur originaire à la fois du 91 et du 77 avait déjà sorti 4 projets, dont la mixtape « MILS » (pour Maintenant Ils Le Savent) depuis devenue culte. Son pseudonyme est d'ailleurs directement inspiré de sa jeunesse : lorsqu'il a débarqué dans le rap français en 2014 avec sa première mixtape « Ils Sont Pas Au Courant », il avait à peine 18 ans. Lorsqu'il soulève ses premiers disques d'or, il en avait à peine 20. Aujourd'hui, un long chemin a été parcouru, avec au total 9 projets solo, des dizaines de featurings devenus des hits, et un record historique du nombre de certifications gagnées grâce à ses ventes. Sa seule apparition sur un morceau déclenche une véritable avalanche de stream, au point que certains n'hésitent pas à dire qu'il suffit de l'inviter pour faire un disque d'or.

Un succès qui, avant la sortie de ce neuvième projet solo, avait même attiré à Ninho certains ennuis, notamment avec un autre patron du rap français, Booba. Mais finalement, rien n'est venu entaché ce 3 décembre, jour de retrouvaille entre NI et ses fans autour de ce nouvel album « Jefe ». Le rappeur était attendu au tournant, et avait fait le choix d'annoncer qu'il n'y aurait aucun featuring sur son disque. Un pari osé, mais qui montre aussi son envie d'assumer son statut de leader du rap français. Car de manière objective, ça fait maintenant presque 5 ans qu'il est un des 3 ou 4 rappeurs les plus importants du pays. Et on peut le dire : le pari semble tenu. 15 titres, avec des ambiances assez variées comme l'a souvent proposé le rappeur. Tantôt mélancolique, comme dans « VVS » ou le morceau « Jefe », tantôt plutôt agressif et déterminé, comme dans « Sky Priority » et « Mood », mais aussi avec pas mal de nostalgie, comme dans « Arme de Poing » ou « RER D ».

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Un large panel de beatmakers sont venus lui apporter son aide : BBP, SNK prod et bien d'autres encore, ce qui permet de proposer différentes touches musicales. Mais le disque reste assez cohérent en lui-même et également avec le reste de sa discographie. On a ce mélange assez fréquent chez lui de gros singles calibrés pour être des hits de radio, quelques morceaux qui passeront également en clubs et enfin un bon nombre de « bangers » un peu plus rappés et moins portés sur la mélodie. Il n'a donc pas changé sa recette et est resté fidèle à ses principes, avec pas mal d'instru de types « musique latine » et références à sa vie de tous les jours, qui a bien changé depuis ses débuts. Un album qui devrait donc normalement beaucoup plaire à sa fanbase, assez large, même si d'autres gros concurrents se bousculent pour sortir en cette fin d'année (Jul, Rohff, Orelsan, Ziak, …). Mais chez Project X Paris, on le connaît un peu : on sait qu'il n'a absolument aucune pression, ni devant le micro, ni devant les scores de streaming, ni devant les objectifs de nos caméras.

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Car en plus de bien rapper, NI est aussi très à l'aise lorsqu'il s'agit de taper la pose avec les plus belles pièces. On a pu le remarquer lors de notre shooting avec le phénomène, il n'a absolument pas peur de sortir de sa zone de confort. Il faut dire que la collection semblait tailler pour l'artiste, lui qui a toujours affiché un gros attrait pour la sape. Dès ses premiers clips, on voyait une volonté d'afficher une identité streetwear très affirmée, avec notamment l'incontournable ensemble survêtement. On lui a donc évidemment proposé différentes versions made in PXP, et ça a plutôt bien fonctionné. L'ensemble noir avec les fines bandes jaunes fluo et le mini logo stylisé de la même couleur lui va vraiment très bien, un peu comme s'il l'avait toujours porté. Même constat lorsqu'on lui fait essayer différents sweats et hoodies, même les designs les plus street.

Mais là où ça matche le mieux, c'est lorsqu'on lui propose quelque chose de plus « clinquant », de plus « luxueux » et extravagant. Notamment l'ensemble bas de jogging + veste en blanc, avec les motifs dorés un peu baroques sur le torse et les jambes. Le tout porté avec une paire de sneakers assortie, pour un effet très réussi. Il s'agit sans doute de la tenue qui lui va le mieux, et qui colle aussi très bien avec le lieu du shooting, dans un lieu doré qui semble sortir tout droit de la Renaissance. Enfin, la touche qui manquait était évidemment la parka. Une pièce capitale, surtout pour la période hivernale. Une parka PXP avec l'effet fourrure autour de la capuche, qui renvoie aux premiers modèles mythiques portés par les rappeurs comme le Wu-Tang Clan dans les années 90. 

Chez Project X Paris on est donc évidemment très fiers du parcours réalisé par Ninho. Même si, lorsqu'on l'a rencontré en 2017, on savait déjà qu'il ferait de grandes choses dans le rap français, on était loin d'imaginer à quel point le rappeur allait changer le visage de cette musique (aujourd'hui, beaucoup d'autres rappeurs se sont mis à essayer de « faire du Ninho »). On lui souhaite évidemment toute la réussite possible pour son nouvel album « Jefe », ainsi que pour la tournée qui va suivre dans pas longtemps. Deux dates à Bercy sont d'ailleurs déjà annoncées le 11 et 12 décembre, mais vu le phénomène, ça doit déjà afficher complet !

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