In 2024, BEN plg unveils “Dire je t’aime”, an album featuring collaborations with Loud, Georgio, Sofiane Pamart, and B.B. Jacques. Hailing from the 5.9, also known as northern France, a region severely affected by deindustrialization, the rapper stands out with his committed approach. Unlike Gradur and ZKR, who are less focused on social issues, BEN plg is one of the few artists addressing social breakdown in his track “Le goût du sel”, reminiscent of a British social drama. He is distinguished by his sharp lyrical style, staying true to the poetic tradition of 90s French rap, as well as his strong preference for visuals rich in metaphors and striking imagery.
The artist now unveils his new single “On tombe, on réessaie”, a track in which he reflects on his journey. No gold chains, no flashy Philipp Plein outfits, and no egotrip either. Instead, his approach is reminiscent of the looser trip of Orelsan, but with raw authenticity. BEN plg narrates his rise and fall with striking honesty—both his greatest strength and his biggest flaw.
Ben plg falls, then tries again!
The track’s instrumental is produced by the trio Murer, Lucci’, & Le Caméléon, who are highlighted in the YouTube release. BEN plg collaborates with artists who share his vision: Murer has worked on several of his tracks, including “Mauvaise Nouvelle”, “Étoiles et satellites”, and “Le goût du sel”. Le Caméléon collaborated with him on “Trucs sentimentaux”, as did Lucci’. The instrumental, visuals, and BEN plg‘s flow form an inseparable whole, evoking themes of falling, drowning, confinement, and resurgence—central to “On tombe, on réessaie”.
With a storytelling tone, he recounts his journey without exaggeration:
“J’suis allé à l’usine j’ai pas kiffé, à l’école j’ai pas kiffé, les études j’ai pas kiffé
Travailler pour un mec qui s’en fout d’moi, j’ai pas cliqué, c’est pas hyper compliqué
La première fois sur scène, j’ai paniqué, la première fois dans un studio, j’ai paniqué”
The downfall of BEN plg is likened to an internal drowning. In the clip’s final scene, he appears shrunk at a family dinner, a powerful metaphor crafted by Bien Vu Production. This production company has also created striking visuals for Moubarak (“Le bien des nôtres”), Hiro (“Fais ça bien”), and Beendo Z (“Garde à Vue”).
