L’Oseille (Money)

In a world where collaborations between brands and rap artists are increasingly common, it’s far rarer in France to see an artist adopt the advertising codes to market their music like a traditional advertiser. Yet, this is the bold move taken by M87, an enigmatic brand that deliberately keeps information limited. In partnership with the creative agency Dat-Way, co-founded by Rémi Campet (ex-BETC) and Charles Moukouri-Bell (ex-Universal Music), M87 is set to make history with an original and unique advertising campaign.

M87 unveils an exclusive digital and TV commercial, directed by Mathias Pardo, to announce the release of the track L’Oseille ['Money']. This song, composed by French composer and beatmaker DST (known for working with Kid Cudi, and French rap artists Booba, Ninho, SCH, Shay…), in collaboration with artist Guy2Bezbar, an iconic figure of French rap, is available on all platforms from September 27. This carefully crafted project goes beyond promoting music: it tells a story, immersing the audience in the artist’s universe.

The film portrays a young woman deeply absorbed by M87’s track. With every listen, she becomes more and more captivated by this drill track, unable to shake it off, as the music’s energy and impact are undeniable. This phenomenon, mirroring the experience of any music fan, showcases the strength of M87’s creations, ready to captivate a wide audience.

The advertising campaign has rolled out since September 27, both on television and digitally, marking a new chapter in communication between musical artists and their audience. This innovative approach, blending music and advertising, could redefine the standards of music promotion in France.