A self-starter, La Rvfleuze released a run of tracks via DistroKid and quickly established himself as a new voice in Parisian hip-hop. A prison sentence, however, did not derail his career. When tracks he had worked on started to leak, he leaned into it and started putting out more tracks officially.
Shaï Sadoun (project manager, Warner Music France) explains how the label built on the public and media interest in La Rvfleuze, why football-centric posts on TikTok helped accelerate his rise (despite him not actually being on TikTok), where a Colors session helped change the narrative around him, and how his album release strategy had to be structured with a pause during Ramadan.
“While he was not on TikTok himself, it proved to be a key platform for him, with his music being used around football-centric clips,” described Sadoun.
“Some French rappers have a viral moment, but he was able to transcend this and not be condemned as a one-Tik wonder. What really helped him during his career were football edits on TikTok. ‘Serrure #5’ blew up. You couldn’t be on TikTok without seeing a football edit using that track.”
He does not actually post on TikTok. We were asking him to post, but he never posts. He is more of an Instagram and Snapchat guy. TikTok for him is being driven by fans. On TikTok, we pushed some edits and pushed some UGC. We post on TikTok but he doesn’t. We work with some influencers and accounts on TikTok.”
“The Colors session was the turning point,” Sadoun added. “It was the first time releasing this kind of track [more piano-led]. On this track he was talking about his reality, talking about his life, talking about how he ended up in prison – without saying he’s proud of it. You could feel it during the performance and you could feel it in the lyrics.”
As for international plans, La Rvfleuze’s team has plans to dive into other European markets, including the UK.
“He has done a few collaborations with Corteiz, the UK clothing brand. He needs to collaborate with a few artists in Europe.”
“For French rappers right now, it’s not a good idea to go into the US, Sadoun also stressed. “In Europe, we have a big scene and there are common interests. With the UK scene, it’s more of a connection and where real bonds are being created.”
From complex campaign to global fame
Monetise unauthorised leaks. Transition leaked tracks or snippets into official digital releases to neutralise piracy and capture organic momentum.
Weaponise fan-driven UGC. Scale TikTok presence using fan-curated UGC, localised micro-influencers, and subculture trends (e.g. football edits) if the artist doesn’t – or can’t – post.
Try radical transparency. Lean into un-sensationalised, authentic life issues within the creative output to build deep audience empathy.
Package raw authenticity. Use unedited, hyper-realistic personal artefacts – like scanned inmate cards — for album packaging and merchandise.
For more on the campaign’s strategy centreing around Ramadan, building beyond the album release, and more, check out the full La Rvfleuze Behind The Campaign.
