Just like his alter ego Soprano, Gims skillfully balances between pop and rap. Whatever you do, don’t talk to him about “urban music”: the artist, highly active on Instagram, boldly claims that “urban music doesn’t exist”, arguing that the term is outdated and misleading. Staying true to his musical DNA, he has been racking up diamond certifications since the release of his debut solo album, Subliminal. Now, he’s back with Le Fléau, a project fully dedicated to rap, contrasting with his recent international collaborations with Sting and Sia.
To mark this return to his roots, he has unveiled two striking visuals: Diana and, more notably, Ninao. The latter has taken off like a true phenomenon: in just 11 days, it has already reached nearly 11 million views on YouTube, once again proving Gims’ incredible pulling power. A performance worthy of his status as a musical icon.
Gims makes a bold statement with Diana and dominates with Ninao!
Both tracks were produced by Maximum Beats, a renowned beatmaker who has crafted multiple hits for the former Sexion d’Assaut member. His production credits include Spider, Thémistocle, Vent du Nord, and Baby.
Diana leans towards urban pop, with an upbeat and accessible rhythm, while Ninao taps into the raw energy of baile funk, delivering deep bass and an electrifying vibe, perfectly suited for success.
Behind the camera, Neetch is the mastermind who brings these two clips to life. True to his usual professionalism, he provides Gims with visually stunning settings: a majestic castle for Ninao and an elegant restaurant for Diana. The polished cinematography proves once again that Gims has nothing to envy from so-called “non-urban” artists.
Neetch is no stranger to high-profile productions: he previously directed the visuals for Shaolin by Gims, as well as 911 by Ninho, Niska, and Koba LaD, not to mention Cœur de Ice by Naps and Gazo. His work has become an unmistakable signature in French rap cinematography.
