OM launches a rap label, "soft power" that can pay big

The Olympique de Marseille and the Marseille rap scene have close ties.

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• OM and the BMG record company have signed a partnership for the creation of the OM Records label.

• The new Champions League jersey will be presented during the release of 

  L'Etoile 

  by Marseille rapper Dibson for a new episode of OM Sessions.

• Through rap, Franck McCourt wishes to use “soft power” by having a societal impact through OM, while hoping to be able to develop his sources of income.

Olympique de Marseille and rap, "to the good".

The links between the Marseille football club and rap are very old, they have just been strengthened with the announcement of the creation of a label: OM Records, in partnership with the BMG record company.

“This is something that quickly appeared to Franck McCourt.

With his habits of working in sport in the USA, he perceives very well how a club can carry sport, but also something else.

He was fascinated by Marseille, the city's link with OM, but also the city's potential in terms of creative energy.

It reminded him of his city Boston, built by successive waves of immigration and which had always had to be creative to stand out from New York, the rival city.

He really liked the art of this city, street art but also rap.

He said to himself, what can I do so that this energy reappears and that it is more supported, ”explains Grégoire Kopp, responsible for evaluating the club's societal impact, under the aegis of President Jacques Henri Eyraud.

With an approach that is as commercial as it is societal, in the purest American tradition.

“One does not come in opposition to the other, the objective is to do both.

After having restructured the club through investments, we are entering a second phase, that of promotion.

And in particular through the club's societal impact.

Franck succeeded in getting a multinational to take an interest in the Marseille eco-system, we believe in these talents, we believe in what we sell, so we invest in this area, ”adds Grégoire Kopp.

A rap clip to present the Champions League jersey

Like the release of Marseille rapper Dibson's clip,

, in which OM's third jersey for the Champions League will be presented for the first time.

“It's been a while since I wanted to do a song on OM, and my producer had contact with the club who offered to do one for OM Sessions.

They loved it, we shot the clip and this song will be used during OM's victories in the Champions League, ”rejoices the one who will release his EP

Friday.

The OM sessions are episodes in which young Marseille artists rap with five words imposed around OM, in order to highlight them through the club's communication.

An undeniable advantage for these young artists who benefit from the aura of a club recognized as OM.

“I'm already a big supporter of OM, I've been going to the stadium since I was very young.

I was even in Lyon for the Europa League final and I did a little concert with the MTP [a group of supporters] for a half.

Having the possibility to make this sound is something huge for me, I wanted to be able to do it one day.

To shoot a clip in the stadium, to have the privilege of presenting the jersey, that puts me in the spotlight.

And the OM audience is very large, it's good for a rapper to be able to reach as many people as possible ”, considers Gibson.

OM match under the decks

A strategy all the more obvious to put in place when you know the strong links between OM and Marseille rap.

Jacques Henri Eyraud says he is a fan of IAM, Sat the artificer of the Fonky Family became the club's second announcer at the end of last season, and apart from Jump, the entry music of the players on the pitch, all the soundtrack broadcast at the Vélodrome is composed of rap.

As the entry of the players for the warm-up on the recent

of Jul and his friends, or the shooting of several clips.

Which is much easier now that OM have taken over the management of the stadium.

“Rap and OM are two very important components in Marseille's identity, and they come together.

A lot of players listen to rap, and a lot of rappers are fans of OM.

It would be interesting to raise the reference number to OM in the texts of Marseille rappers.

It goes back to the origins of rap, already with Joe Corbeau, more in reggae, which released in 1986

DJ Kheops from IAM put the TV under the decks to follow OM matches when they were in concert, ”abounds Julien Valnet, a specialist in hip-hop in Marseille.

Soft power but real business

They share Grégoire Kopp's vision on the club's desire to have a societal impact, without forgetting the business.

“It ties in with their American-style OM Foundation story.

They are really in there, private money will be used to finance works, for social inclusion.

An idea widely shared in the corporate culture in the USA.

But which is also associated with the idea of ​​nabbing a new nugget.

The Marseille rappers are new bankables like Jul, SCH, while there had been no new big headliners for ten years, ”he underlines.

The first rapper to have signed for the new label Rap OM Records.

#OMRECORDS #TeamOM pic.twitter.com/Ep0bRWPQX8

- David (@ David54639372) September 24, 2020

“The idea of ​​creating a label is quite good, you have to see the realization.

But in general, it is quite a good idea for a club to decorrelate

financial results to sports results which remain uncertain.

This is what Olympique Lyonnais does very well by owning its stadium, which allows it to organize conferences and concerts.

To ensure revenues that do not come directly from football thanks to cultural identity.

And indeed there can be an important synergy between two common elements of Marseille culture, rap and football, ”considers Bastien Drut, author of

.

It remains to be confirmed on the ground.

The recent chambering around "It's Marseille baby" after the victory against PSG was quickly ridiculed after the poor results of OM.

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• Marseilles

• Label

• Income

• Rap

• Sport

• OM

• Culture