In 2021, with the release of Ultra, the Duke had already bid farewell to French rap and announced his retirement. With his tough personality and his “badass” one-liners worthy of Zlatan Ibrahimović, the artist from Boulogne — now based in Miami — dominated the rap scene for one, if not two decades.
Throughout his career, he often anticipated or popularized major trends, always keeping a sharp eye on what was happening across the Atlantic. Autotune, trap while supporting Kaaris early on, urban pop — many currents have passed through Kopp. His “entertainer” persona on social media, strongly inspired by US rappers, has also reinforced his iconic status.
In 2024, Booba makes a major comeback with Ad Vitam Æternam. B2O seems just as unable to walk away from rap as the rap game seems unwilling to let him go. The project opens with impressive numbers for an artist with over twenty years of career: 15,175 first-week sales. Now at the head of an electro label — in addition to his rap imprint and his pop-urban label — he returns with P.R.T, a track highlighting two of his artists: Dala and JSX. Notably, JSX does not appear in the music video.
Booba and Dala unleash fury on P.R.T!
The production is handled by Alix and Yako. The duo knows Booba well: they had already worked on the Ultra album, producing “RST” and “31”. They are also behind “Le temps” for SDM, and “Yeye” for Didi B.
As usual, Booba and Dala deliver a full-on egotrip, true to the 92i identity:
“Ton Dieu m’aime pas, le mien n’t’aime pas non plus, on s’ra jamais d’accord”
Booba proves he hasn’t lost his sharpness:
“T’avais raison mais j’ai l’flingue sur ta tempe, maintenant t’as tort”
The music video, created entirely using artificial intelligence, stands out for its visual quality and creativity. The team at Playard AI once again demonstrates that AI-generated visuals can go far beyond budget-saving and become true artistic tools. They had previously collaborated with Booba on his feature with Aishe, “Ororo”, as well as on “Doberman” for Sublife, his electro label.
