Although he has made significant strides independently, SCH‘s career, as we know it today, truly began with his mixtape “A7” after signing with Def Jam. From his first videos, such as “Gomorra” and “Champs Élysées”, this Marseille artist revealed a sharp eye for aesthetics, often merging his videos with storylines or highly symbolic imagery.
His signature work, “JVLIVS”, takes the form of a cinematic album. Like some American rappers before him, notably the avant-garde Ghostface Killah (who created narrative albums without visuals), SCH has perfected his style by blending music and visuals seamlessly. After the release of the second episode, many rappers with ties to cinema also began releasing short and medium-length films alongside their projects. Kofs, deeply rooted in the cinematic world, comes to mind, as well as ZKR, who recently unveiled a gem under the direction of DJ Belleck. This movement is gaining momentum, and even Moubarak, Jul‘s protégé, joined in with a narrative album that, while successful, did not reach the impact of “JVLIVS”.
Another hallmark of SCH is his embrace of an utterly dark aesthetic. His visuals often draw on red and black tones, colors reminiscent of “Anarchie”, one of his projects. With the recent release of “Stigmates”, the first track from “JVLIVS III”, it’s fitting to reflect on the profound influence SCH has had on French rap. This episode is titled “Ad Finem”, meaning “to the end”, marking the final chapter of this musical and cinematic saga.
SCH releases “Stigmates”: the first track from “JVLIVS III”!
The instrumental composition of this track is crafted by Seezy. Originating from Épinay-sur-Seine and signed to Capitol Music, Seezy is frequently associated with Vald, whose go-to producer he has become. During his collaborative album with Heuss L’Enfoiré, Vald brought Seezy along, joined by Heuss and Zeg P, an affiliate of Affranchis Music. It’s worth noting that “Horizon Vertical” was one of the first collaborative albums in French rap. Seezy and SCH also worked together on the track “Dernier retrait” featuring Vald. True to SCH‘s dark universe, Seezy delivers an ominous and refined production. Having previously collaborated with Freeze Corleone on “Hors Ligne”, he is no stranger to creating shadowy, atmospheric compositions.
In 18th-century German Romantic literature (Goethe), characters’ emotions often influence their surroundings. In “Stigmate”, meaning scars, SCH translates his inner void through the imagery of an abandoned, dilapidated mansion. Material wealth, stripped of love and emotion: “Han, zéro chrome, zéro chrome (Oh), zéro love, y a zéro love / Enculé, causer à un mur, mieux qu’à un homme, grandir à la dure mieux qu’à la bonne”. The rapper also conveys profound emotions: “Sa mère, elle est morte, il était au placard, j’l’ai croisé dehors, mon frère, tu vois qu’il a pris un choc. Peu importe c’qu’il a fait, ça m’fait trop d’la peine, wesh, j’suis dans c’jeu comme si j’commençais d’ouer-j”. He maintains his taste for incisive punchlines: “Tu fais ni l’beau temps ni la pluie, tu sors d’une chatte, enculé, tu s’ras jamais Dieu”.
The visual is unparalleled in intensity (according to journalistic memory). It combines the emptiness of SCH‘s emotions, represented by an empty mansion haunted by his anger and disappointments, with powerful images like a shipwreck, symbolizing the enduring life of a thug. PNL has often been distinguished from other rap groups for its realistic portrayal of gangster life. Gone are the cheerful ego trips of the early 2000s; now, it’s ego trips confronting the harsh realities of an outlaw’s life, between “death and prison” (Kery James).
The visual was created by Kevin Hilem and Wiktor Piper. Kevin Hilem has collaborated extensively with the German-born rapper, notably on “LIF”, “JVLIVS II: Le jour d’avant”, and the impactful “Autobahn”. Wiktor Piper, a renowned international director, also directed the music video for “Teka” by DJ Snake. Without exaggeration, “JVLIVS III” promises to be the pinnacle of SCH‘s work—a sophisticated project that solidifies his place at the peak of his artistry.
