The fact is rare enough in the profession to deserve to be pointed out: the rapper SDM is on time for the meeting. And yet, that morning, on a scooter, he had to make a series of meetings, between his native Hauts-de-Seine and the center of Paris, before going to Yvelines for a charity football match. From the height of his 2 meters, the artist welcomes his interlocutors with a smile. He can, because everything is smiling on him at the moment. On the eve of the release, scheduled for September 27, of his third album, Alvalm – either To life, to death –, and the resumption of his tour at the beginning of 2025 (including two Accor Arenas in Paris on the program), the results are very positive.
The rapper can thus boast, as on his title Drago Malefoy of “being able to earn multiple incomes”: those of the royalties from his first two records (Ocho, Links of 100), both certified platinum, i.e. one hundred thousand copies equivalent in sales (physical, streams and downloads); those of his copyright thanks to his hitsGerman racing car or Come back down; and those of its advertising contracts with luxury brands. Without forgetting his role as a jury in the rap springboard, “New School”, broadcast on Netflix.
Concerning this new role, however, he hesitated: “I told myself that I was out of place, that it was too early. But I reasoned with myself: Aya [Nakamura, l’autre membre du jury] and I are the same age, 28 years old. SCH is only two years older. They just started their careers before me. » His participation has, in any case, changed the course of the show. Without him, without his kindness and empathy, the final result would not have been the same. Since he managed to convince his colleagues to vote for the Belgian Youssef Swatt’s. Which offers a more written rap, more inspired by the hip-hop of the 1990s. That’s because SDM is in the right school.
“Hot like Motown”
On the introductory title, Drago Malefoyfrom his new album, signed on Booba’s record company, 92i, he claims that his label is “hot like Motown”, reference in soul music, founded in 1959 by the African-American Berry Gordy and who revealed to the world the Supremes, the Jackson 5 and Stevie Wonder. When it is pointed out to him that the comparison is a bit daring, he maintains: “Like Motown, 92i is a legendary independent label thanks to the artists who played there: Shay, Damso, and me. We all benefited from this label. Booba shed light on us. Afterwards, obviously, the talent and the work paid off. »
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