Zé belongs to a new generation of artists who have managed to turn their ambitions into reality at an early stage in their careers. Hailing from Sarcelles, the young rapper has quickly established himself as one of the most promising talents to emerge from the city in recent years. Following a rapid rise, he joined the Morning Glory roster and symbolically marked his arrival on the national scene with a signature freestyle recorded at Bellek‘s studios.
Over the years, Morning Glory has become one of the most influential talent incubators in French rap. After helping launch the career of ZKR, the label continued to invest in a new generation of artists, including Favé, fellow Sarcelles native Yoko, as well as Decimo and Bag Jeune B. As part of this momentum, Zé recently reached a significant milestone with the release of his debut EP, “L’Assemblée”, released through Morning Glory and distributed by Believe.
Zé‘s journey is particularly remarkable for an artist of his age. Like many aspiring rappers, he once dreamed of making a living from music. While many never get the opportunity to turn that dream into reality, he managed to achieve it within just a few years. In a recent interview with Midi/Minuit, he admitted that as a child he never imagined his ambitions would one day materialize. More than streaming numbers or public exposure, it is the support from listeners that seems to matter most to him today, especially when fans reach out to share how much his music means to them.
With “L’Assemblée”, Zé lays the foundations of a coherent and distinctive artistic identity. The project features only one guest appearance, courtesy of So La Lune on the track “À la mer”, whose music video is already available. Elsewhere, the rapper carries the project on his own, showcasing a style that blends melodic sensibilities, urban energy, and sharp songwriting. However, with “4Shopping”, whose visual has just been unveiled, the artist explores a brighter and more immediate sound designed to capture the spirit of the summer season.
Zé continues to push “L’Assemblée” with “4Shopping”
The track was produced by Kary, B-Sides, and Yasser, according to credits listed on Genius. The collaboration makes perfect sense given that Kary had already contributed to the project by producing “Let Go”, the single that introduced the EP “L’Assemblée”, as well as “Horizons” by Mortalla.
Driven by a vibrant and highly effective instrumental, “4Shopping” fully embraces its summer-ready appeal. Moving effortlessly between rap and melody, Zé navigates the upbeat production with confidence and ease. Rather than relying on exaggerated bravado, he delivers a light-hearted and engaging display of self-assurance that perfectly matches the track’s energetic atmosphere.
Directed by Owen Samba-Dhelot, the music video complements the song’s mood with authenticity and restraint. Instead of focusing on the flashy imagery often associated with rap videos, the filmmaker highlights the artist’s everyday environment, his close circle, and the atmosphere of his neighborhood. The result is a relatable visual that reinforces the track’s accessible appeal. Owen Samba-Dhelot previously gained attention for directing the video for “Canon” by Niska and La Mano. More recently, he also released the symbolic short film “Elle était belle sa maison, avant”, a two-minute piece exploring the impact of war on children.
