In 1996, Doc Gynéco sang "J'ai le Ballon d'Or, le micro d'or, le Soulier d'or et des disques d'or" on the track "Passements de jambes" of the inimitable album "Première Consultation". This song is one of the many that have contributed to the strong love story between sport and rap in France. Twenty-five years later, this relationship is stronger than ever.
Turn up the volume and listen to a story that dribbles with words!
In 1998; the French football team celebrated their victory by singing "I Will Survive" to the catchy rhythm of Gloria Gaynor. 20 years later, it's time for a change: Paul Pogba shares his famous improvisations, rapping a few verses on the beat of "The Message" by Grandmaster Flash & The Furious Five. In 2018, La Pioche (Pogba's childhood nickname) and his teammates are dancing to Vegedream's "Ramenez la coupe à la maison".
Musical revolution, habits evolution.
It was during the 90’s that sports and rap really grew together. But it was a one-way relationship at first. Rap was not yet a very popular style, but rappers have always loved sports, and especially football. In 1993, the Marseille band IAM led the way with their song "Le Feu". The song immediately found its way into the stands, and in the Velodrome, fans sang together what almost became an anthem: "Ce soir on vous met, ce soir on vous met le feu". In 1996, Doc Gynéco explored the football vocabulary with his song "Passements de jambes".
Rap took a long time to become popular in France, while in the United States, it was already one of the most trending music genres in the 90’s. Some legendary French albums allowed rap to break through: "L’École du micro d’Argent" (IAM, 1997), "Paradisiaque" (MC Solaar, 1997) and "Suprême NTM" (Suprême NTM, 1998). And so, the rap genre became popular.
In its early days, rap was considered a music from the "ghetto" culture, popular mostly in the blocks. But as time went on, rap found its way outside the streets.
This theme of social ties must be explored to understand why sports and rap have gone hand in hand for more than 20 years.
Rap and sports are often seen as a way to bypass the social ladder. Both practices have the advantage of being inexpensive. Want to play football? All you need is a couple of backpacks to make goals, grab a ball, then go outside and bring your buddies. It doesn't get much easier than that, which is why football is so popular. Want to rap? Grab a pen, a piece of paper, and your inspiration: you are now ready to write a song. Many superstar rappers and athletes started from scratch.
In the United States, the birthplace of rap, the relationship between sports and rap even led to a popular saying: "Ballers want to be rappers and rappers want to be ballers". Shaquille O'Neal gave it a try by releasing 4 albums between 1993 and 1998. The critics' reaction was mixed, but it was a complete commercial success. Since then, many athletes have tried rapping: Tony Parker, Kevin Prince Boateng, Memphis Depay, or Damian Lillard. Likewise, many rappers have a strong attachment to football: Kool Shen (NTM) could have joined the RC Lens training center. JoeyStarr's son signed a contract with AJ Auxerre. Sefyu gave Arsenal a try.
Disciplines such as basketball, football, or martial arts share many similarities with rap. These various environment are predominantly male: competitive spirit, masculinity culture, and teasing prevail. In the so-called poor neighborhoods, these sports are the most popular, just like rap and hip-hop. Bonding between people who grew up together is therefore natural.
For several years, sociologist Cyril Nazareth conducted research in the Seine-Saint-Denis area to study the socialization of young people through football. Rap references were strong among players aged 13-19: "These are success stories with which they identify, knowing there are often small producers or accessible studios in their neighborhoods."
There are also similarities between martial art and rap battles. Two opponents. An audience. A referee. Rap battles and martial arts are alike, and the similarity is quite striking as these practices consist of several rounds, and a title is sometimes awarded to the winner. In sports as in rap battles, there is this idea of respect for others. You have to respect your opponent and shake his hand, even if the goal is to beat him.
Beyond their close social origins and the generational aspect, there is also the search for the best move in sports, and the best word in rap. Virtuosity is a shared taste in both worlds. A good punchline in music should be applauded as much as a player making a beautiful roulette on the field.
Given the trend, brands have sensed the opportunity and have gradually meddled in football (the most popular sport in the world) and rap (the most listened genre in France). For several years now, major brands such as Adidas have been collaborating with rappers to promote their clothes to their fans. The famous "urban" style appears everywhere in commercials. This combination of the two universes has proven to be very effective!
If a famous rapper appears in a commercial wearing a certain brand of tracksuit, his fans will want to know more about his outfit. It's a simple, basic psychological mechanism. And of course, brands have figured this out. For example, artists like MHD and Alonzo have been featured in commercials alongside football stars.
Does rap music benefit more from football than the other way around? In the end, it doesn't matter. What's most important is that sports and rap have been able to seize opportunities to become generational social movements known to all.