{"id":16993,"date":"2020-11-06T21:45:25","date_gmt":"2020-11-06T20:45:25","guid":{"rendered":"https:\/\/in-my-world.com\/40-trentetrois\/?p=16993"},"modified":"2020-12-23T17:44:14","modified_gmt":"2020-12-23T16:44:14","slug":"rap-francais-la-nouvelle-arme-marketing","status":"publish","type":"post","link":"https:\/\/in-my-world.com\/40-trentetrois\/rap-francais-la-nouvelle-arme-marketing\/","title":{"rendered":"Rap Fran\u00e7ais : la nouvelle arme marketing"},"content":{"rendered":"<h3>Longtemps d\u00e9nigr\u00e9, le rap fran\u00e7ais impose dor\u00e9navant son h\u00e9g\u00e9monie marketing et m\u00e9diatique.<\/h3>\n<p>18 ans de carri\u00e8re solo, 9 albums solo, des classiques \u00e0 n\u2019en plus finir, c\u2019est comme \u00e7a qu\u2019Eli Yaffa alias <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/booba\/\" target=\"_blank\" rel=\"noopener noreferrer\">Booba<\/a> marque l\u2019histoire du rap fran\u00e7ais et de son lien au marketing. Le Panth\u00e9on du rap fran\u00e7ais lui est destin\u00e9 tant le natif des Hauts de Seine a marqu\u00e9 son \u00e9poque.<\/p>\n<p>\u00abIntemporel\u00bb, c\u2019est l\u2019adjectif que <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/puma\/\" target=\"_blank\" rel=\"noopener noreferrer\">Puma<\/a> a utilis\u00e9 pour le qualifier, au sein d\u2019une vid\u00e9o (tr\u00e8s bien pens\u00e9e) officialisant la signature de Booba en tant qu\u2019\u00e9g\u00e9rie de la marque allemande. Pourtant l\u2019adjectif \u00ab intemporel \u00bb ne peut \u00eatre utilis\u00e9 pour d\u00e9crire la relation entre la mode et le rap fran\u00e7ais. Il est loin le temps o\u00f9 les marques fuyaient une quelconque affiliation avec les po\u00e8tes des banlieues fran\u00e7aises. D\u00e9cryptage d\u2019un ph\u00e9nom\u00e8ne social, m\u00e9diatique et commercial.<\/p>\n<h4>L&rsquo;arriv\u00e9e du rap en France<\/h4>\n<p>Le d\u00e9but des ann\u00e9es 80, est synonyme de r\u00e9volution culturelle en France. De fait <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/sugar-hill-gang\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sugar Hill Gang<\/a> sort <em>Rappers Delight<\/em> en 1979. Le morceau, est cit\u00e9 comme celui du d\u00e9clic par certains rappeurs \u00e0 l\u2019image d\u2019Akhenaton, et envahit les ondes, via les radios pirates \u00e0 l\u2019instar de Radio Nova qui va jouer un r\u00f4le fondamental dans la m\u00e9diatisation du rap fran\u00e7ais et donne ainsi naissance \u00e0 sa valeur marketing. En 1984, l\u2019\u00e9mission <strong>H.I.P. H.O.P<\/strong> arrive sur TF1, pr\u00e9sent\u00e9 par Sidney, elle n\u2019est alors diffus\u00e9e que pendant un an mais va permettre au rap am\u00e9ricain de s\u2019exporter vers la France, et \u00e0 la culture Hip-Hop de toucher un nombre consid\u00e9rable de foyers en raison de la tranche horaire de diffusion (le dimanche avant Starsky &amp; Hutch).<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-17041\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/Hip-Hop-500x500.jpg\" alt=\"Hip-hop-tf1-rap-fran\u00e7ais-trente-trois-degr\u00e9s\" width=\"500\" height=\"500\" srcset=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/Hip-Hop-500x500.jpg 500w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/Hip-Hop-150x150.jpg 150w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/Hip-Hop-585x585.jpg 585w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/Hip-Hop.jpg 700w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>Parall\u00e8lement le contexte social en France est difficile, avec un ch\u00f4mage de masse, une mont\u00e9e du Front National et une politique \u00e9conomique nationale en pleine mutation, marqu\u00e9e par le Tournant de la Rigueur. La culture hip-hop se d\u00e9veloppe en France avec l\u2019\u00e9mergence du graffiti, mais la danse pr\u00e9domine avec le smurf (l\u2019anc\u00eatre du break dance), pratiqu\u00e9 par des jeunes cherchant un moyen de s\u2019exprimer \u00e0 travers des sonorit\u00e9s nouvelles.<\/p>\n<p>Deux de ces jeunes se nomment respectivement Didier Morville et Bruno Lopes. Originaire du 93 ils vont, en 1988, devenir <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/joeystarr\/\" target=\"_blank\" rel=\"noopener noreferrer\">JoeyStarr<\/a> et <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/kool-shen\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kool Shen<\/a> pour former NTM. Dans un m\u00eame temps, c\u2019est \u00e0 Marseille que se forme <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/IAM\/\" target=\"_blank\" rel=\"noopener noreferrer\">IAM<\/a> avec Akhenaton et Shurik\u2019n. Le style des deux groupes diff\u00e8re mais le fond est le m\u00eame : le rap est l\u2019expression d\u2019une jeunesse des banlieues fran\u00e7aise, d\u00e9laiss\u00e9e par le syst\u00e8me, d\u00e9cri\u00e9e par les m\u00e9dias et stigmatis\u00e9e \u00e0 des fins politiques. Le rap devient le miroir social des banlieues, et entame une ascension m\u00e9diatique et commerciale malgr\u00e9 un traitement m\u00e9diatique et politique des plus d\u00e9nigrant qui soit.<\/p>\n<div id=\"attachment_16995\" style=\"width: 730px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-16995\" class=\"wp-image-16995 size-full\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/rockin-squat.jpg\" alt=\"joeystarr-koolshen-rockinsquat\" width=\"720\" height=\"514\" srcset=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/rockin-squat.jpg 720w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/rockin-squat-500x357.jpg 500w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/rockin-squat-585x418.jpg 585w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><p id=\"caption-attachment-16995\" class=\"wp-caption-text\">NTM aux c\u00f4t\u00e9s d&rsquo;Assassin en 1988<\/p><\/div>\n<h4>Mutation sociale<\/h4>\n<p>Le rap a connu une p\u00e9riode que certains qualifieront \u00ab\u00a0d\u2019\u00e2ge d\u2019or\u00a0\u00bb entre les ann\u00e9es 90 et le milieu des ann\u00e9es 2000. Avec l\u2019apparition de diff\u00e9rents collectifs tels que <em>Time Bomb<\/em> ou <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/mafia-k-1-fry\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>La Mafia K\u20191 Fry<\/em><\/a>, par exemple. Et \u00e7a en parall\u00e8le des rappeurs solos qui ont \u00e9clot et ont confirm\u00e9 leur succ\u00e8s \u00e0 l\u2019image de Booba et de <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/rohff\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rohff<\/a>. Cependant le rap fran\u00e7ais s\u2019essouffle, devient presque clich\u00e9. L\u2019influence am\u00e9ricaine devient pesante et peine \u00e0 trouver son public, essoufflement illustr\u00e9 par<a href=\"https:\/\/youtu.be\/o8Kr2O4Bd0A\" target=\"_blank\" rel=\"noopener noreferrer\"><em> 0.9<\/em><\/a> de Booba. Si l\u2019autotune fait son apparition sur cet album, le succ\u00e8s critique n\u2019est pas au rendez-vous.<\/p>\n<p>Le rap fran\u00e7ais doit se renouveler, doit explorer de nouvelles sonorit\u00e9s, afin de rassasier un public nourri aux classiques de rap fran\u00e7ais d\u2019Arsenik, d\u2019<a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/oxmo-puccino\/\" target=\"_blank\" rel=\"noopener noreferrer\">Oxmo Puccino<\/a>, de Booba, de Rohff etc\u2026 Socialement on assiste \u00e0 la naissance des premiers r\u00e9seaux sociaux. \u00c0 l\u2019image de MySpace, ils abolissent les fronti\u00e8res g\u00e9ographiques, en connectant les gens entre eux et en permettant \u00e0 n\u2019importe quel artiste d\u2019accro\u00eetre sa visibilit\u00e9. Le rap, reflet de la soci\u00e9t\u00e9, va puiser son renouveau dans cette transformation sociale et technique.<\/p>\n<h5 style=\"text-align: center;\">&gt;&gt; LIRE AUSSI | <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/lous-and-the-yakuza-portrait-de-la-tornade-belge\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lous and the Yakuza : portrait de la tornade belge<\/a><\/h5>\n<p>La Normandie est le point de d\u00e9part de ce renouveau, avec <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/orelsan\/\" target=\"_blank\" rel=\"noopener noreferrer\">Orelsan<\/a> comme nouveau visage. Le caennais va d\u00e9frayer la chronique \u00e0 cause du morceau <em>Sale Pute<\/em>. C\u2019est avec son talent, ses punchlines et son \u00e9criture que le normand impose son univers au rap fran\u00e7ais. Si beaucoup voyaient Orelsan comme un ovni, il est en r\u00e9alit\u00e9 la figure de proue de la mutation sociale du rap.<\/p>\n<p>\u00catre blanc n\u2019\u00e9tait pas vraiment nouveau dans le rap francophone (Rockin Squat, Seth Gueko, Sinik), mais l\u2019univers musical du rappeur l\u2019est. Au fil des ann\u00e9es les barri\u00e8res sociales et g\u00e9ographiques du rap sont tomb\u00e9es, permettant l\u2019essor de nombreux talents avec des univers et des musicalit\u00e9s parfois \u00e9loign\u00e9s de la gen\u00e8se du rap fran\u00e7ais. Ce m\u00eame essor va permettre de toucher un public beaucoup plus large et va donc permettre au rap de retrouver un second souffle commercial.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-17001 size-full\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/orelsan.jpg\" alt=\"\" width=\"1000\" height=\"992\" srcset=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/orelsan.jpg 1000w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/orelsan-500x496.jpg 500w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/orelsan-150x150.jpg 150w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/orelsan-768x762.jpg 768w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/orelsan-585x580.jpg 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h3>Le rap comme nouvelle arme marketing<\/h3>\n<p>La d\u00e9mocratisation du rap entretient une forte corr\u00e9lation avec le succ\u00e8s commercial de ce dernier. Que ce soit en radio, sur les plateformes de streaming et sur les plateformes de contenus vid\u00e9os, le rap a impos\u00e9 son h\u00e9g\u00e9monie. Les rappeurs sont devenus des nouveaux leaders d\u2019opinions et les r\u00e9seaux sociaux permettent des \u00e9changes transparents et des interactions nouvelles avec les fans. L\u2019enjeu communicationnel et commercial est \u00e9norme et certaines marques l\u2019ont tr\u00e8s bien compris.<\/p>\n<p>En 1998, \u00c4rsenik sort son premier album studio <a href=\"https:\/\/music.apple.com\/fr\/album\/quelques-gouttes-suffisent\/710466738\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Quelques Gouttes Suffisent<\/em><\/a>, classique du rap fran\u00e7ais. L\u2019album fera parler de lui pour sa cover, avec Lino et Calbo arborant tous deux un haut <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/lacoste\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lacoste<\/a>. La marque fran\u00e7aise deviendra pris\u00e9e aussi bien par les banlieues que par les rappeurs, l\u2019ensemble de surv\u00eatement croco devenant m\u00eame une institution vestimentaire, le but \u00e9tant d\u2019avoir le plus de pi\u00e8ces Lacoste possible. La marque de Ren\u00e9 Lacoste devient alors le parfait patron du regard de l\u2019industrie textile sur le rap et les banlieues.<\/p>\n<p>De fait, la marque a longtemps \u0153uvr\u00e9 pour se d\u00e9tacher de son image li\u00e9e aux banlieues, par peur de voir sa client\u00e8le orient\u00e9e BCBG fuir. Mais 20 ans apr\u00e8s l\u2019album d\u2019Arsenik, le rap et Lacoste font parler d\u2019eux avec l\u2019officialisation d\u2019une collaboration avec Moha La Squale (qui a pris fin apr\u00e8s les accusations dont le rappeur fait l\u2019objet).<\/p>\n<div id=\"attachment_16997\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-16997\" class=\"wp-image-16997 size-full\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/arsenik.jpg\" alt=\"arsenik-lacoste\" width=\"1024\" height=\"575\" srcset=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/arsenik.jpg 1024w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/arsenik-500x281.jpg 500w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/arsenik-768x431.jpg 768w, https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/arsenik-585x328.jpg 585w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-16997\" class=\"wp-caption-text\">\u00c4rsenik symbole de Lacoste dans les banlieues.<\/p><\/div>\n<p>Du c\u00f4t\u00e9 de la sneaker, c\u2019est une v\u00e9ritable chasse au tr\u00e9sor entre les diff\u00e9rents poids lourds de l\u2019industrie. Si <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/nike\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nike<\/a> avait de l\u2019avance en 2009 en collaborant avec Booba pour une paire d\u2019<a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/air-force-1\/\" target=\"_blank\" rel=\"noopener noreferrer\">Air Force 1<\/a> Low, c\u2019est en 2020 que Puma frappe un grand coup marketing en signant le Duc de Boulogne (qui rejoint <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/shay\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shay<\/a>, <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/plk\/\" target=\"_blank\" rel=\"noopener noreferrer\">PLK<\/a>, <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/mhd\/\" target=\"_blank\" rel=\"noopener noreferrer\">MHD<\/a> et <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/alonzo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alonzo<\/a>). Toujours en Allemagne, c\u2019est <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/adidas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adidas<\/a> qui s\u2019impose comme un rival important. La marque aux trois bandes compte dans ses rangs <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/vald\/\" target=\"_blank\" rel=\"noopener noreferrer\">Vald<\/a>, <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/13-block\/\" target=\"_blank\" rel=\"noopener noreferrer\">13 Block<\/a>,<a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/dinos\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Dinos<\/a>, <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/chilla\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chilla<\/a> et <a href=\"https:\/\/in-my-world.com\/40-trentetrois\/marque\/sally\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sally<\/a> et n&rsquo;h\u00e9site pas \u00e0 mettre en avant ce vivier lors de lancement de collection (13 Block pour la campagne Home of Classics ou Vald pour le lancement de la Zx 2K Boost).<\/p>\n<p>Mais l\u00e0 o\u00f9 Adidas et sa strat\u00e9gie marketing frappent fort, c\u2019est en apparaissant, tout au long de la s\u00e9rie consacr\u00e9e au rap fran\u00e7ais Valid\u00e9, r\u00e9alis\u00e9e par Frank Gastambide. Un connaisseur du milieu pour avoir fait partie de l\u2019\u00e9quipe de tournage de <em><a href=\"https:\/\/youtu.be\/QzoBB9NO9Dc\" target=\"_blank\" rel=\"noopener noreferrer\">Pour Ceux<\/a>,\u00a0<\/em>qui reste \u00e0 ce jour l\u2019un des plus grands clips (si ce n\u2019est le plus grand) de rap fran\u00e7ais. Succ\u00e8s commercial, la s\u00e9rie est officiellement reconduite par Canal + pour une deuxi\u00e8me saison. Juste au cas o\u00f9 certains douterait de l\u2019ascension m\u00e9diatique et commerciale du rap.<\/p>\n<div data-sliderid=\"12189\" id=\"penci-post-gallery__12189\" class=\"penci-post-gallery-container single-slider column-3\" data-height=\"200\" data-margin=\"3\"><div class=\"penci-owl-carousel swiper penci-owl-carousel-slider penci-nav-visible\" data-auto=\"true\" data-lazy=\"true\"><div class=\"swiper-wrapper\"><figure class=\"swiper-slide\"><a class=\"penci-gallery-ite item-gallery-single-slider item-link-relative\" href=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/ADIDAS-ORIGINALS-CHANGE-IS-A-TEAM-SPORT-1.jpg\" data-cap=\"Le rap fait sa rentr\u00e9e chez Adidas\"><span class=\"penci-isotope-padding\" style=\"padding-bottom:125.04273504%;\"><\/span><img decoding=\"async\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/ADIDAS-ORIGINALS-CHANGE-IS-A-TEAM-SPORT-1-1170x1463.jpg\" alt=\"adidas-vald-dinos-chilla\" title=\"Egerie Adidas\"><\/a><p class=\"penci-single-gallery-captions\">Le rap fait sa rentr\u00e9e chez Adidas<\/p><\/figure><figure class=\"swiper-slide\"><a class=\"penci-gallery-ite item-gallery-single-slider item-link-relative\" href=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/https___hypebeast.com_wp-content_blogs.dir_11_files_2019_10_Flora-Me\u0301tayer_Adidas_13Block-1406-1-1.jpg\" data-cap=\"13 Block pour la campagne House of Classics \"><span class=\"penci-isotope-padding\" style=\"padding-bottom:150.00000000%;\"><\/span><img decoding=\"async\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/https___hypebeast.com_wp-content_blogs.dir_11_files_2019_10_Flora-Me\u0301tayer_Adidas_13Block-1406-1-1.jpg\" alt=\"13block-adidas\" title=\"13 Block\"><\/a><p class=\"penci-single-gallery-captions\">13 Block pour la campagne House of Classics <\/p><\/figure><figure class=\"swiper-slide\"><a class=\"penci-gallery-ite item-gallery-single-slider item-link-relative\" href=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/booba.jpg\" data-cap=\"Booba pour l&#039;anniversaire de la Suede\"><span class=\"penci-isotope-padding\" style=\"padding-bottom:54.28571429%;\"><\/span><img decoding=\"async\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/booba.jpg\" alt=\"booba-puma\" title=\"Booba Puma\"><\/a><p class=\"penci-single-gallery-captions\">Booba pour l'anniversaire de la Suede<\/p><\/figure><figure class=\"swiper-slide\"><a class=\"penci-gallery-ite item-gallery-single-slider item-link-relative\" href=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/plk.jpg\" data-cap=\"PLK pour le lancement de la Puma Cell\"><span class=\"penci-isotope-padding\" style=\"padding-bottom:75.04273504%;\"><\/span><img decoding=\"async\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/plk-1170x878.jpg\" alt=\"plk-puma\" title=\"PLK\"><\/a><p class=\"penci-single-gallery-captions\">PLK pour le lancement de la Puma Cell<\/p><\/figure><figure class=\"swiper-slide\"><a class=\"penci-gallery-ite item-gallery-single-slider item-link-relative\" href=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/vald-adidas-ZX-2K-Boost-sneakers-couv-grounds.jpg\" data-cap=\"Vald pour le lancement de la ZX 2K Boost\"><span class=\"penci-isotope-padding\" style=\"padding-bottom:56.41025641%;\"><\/span><img decoding=\"async\" src=\"https:\/\/in-my-world.com\/40-trentetrois\/wp-content\/uploads\/2020\/11\/vald-adidas-ZX-2K-Boost-sneakers-couv-grounds-1170x660.jpg\" alt=\"vald-adidas\" title=\"Vald  Adidas\"><\/a><p class=\"penci-single-gallery-captions\">Vald pour le lancement de la ZX 2K Boost<\/p><\/figure><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Longtemps d\u00e9nigr\u00e9, le rap fran\u00e7ais impose dor\u00e9navant son h\u00e9g\u00e9monie marketing et m\u00e9diatique. 18 ans&hellip;<\/p>\n","protected":false},"author":21,"featured_media":16999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[9],"tags":[1213,465,462,1215,1216,474,872,1031,1212,444,1214],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rap Fran\u00e7ais : la nouvelle arme marketing - Trente Trois Degr\u00e9s<\/title>\n<meta name=\"description\" content=\"Longtemps d\u00e9nigr\u00e9, le rap fran\u00e7ais impose dor\u00e9navant son h\u00e9g\u00e9monie marketing et m\u00e9diatique allant jusqu&#039;\u00e0 influencer l&#039;\u00e9conomie nationale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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