World | Gims increases his international presence
- Popular music
- North America
Since Septembre 2020, Gims has built on his international awareness: a featuring with Egyptian rapper Mohamed Ramadan, a Netflix documentary, a music video shot in Senegal with Barack Adama… In this buzzing, the singer announced his upcoming album entitled Le Fléau.
More than a month after its release, single “Ya Habibi” by Gims and Egyptian rapper Mohamed Ramadan is still the 175th most viewed video YouTube. The music video had more than 1.5 million views after the first 24 hours following its upload. It has now been seen by more than 28 millions people.
Those numbers are the result of an important marketing campaign, including a partnership with Spotify and a teaser on Times Square. The Egyptian diaspora showed its appreciation: the music video was quite a success in the Middle-East, where it was shared and broadcast by several media, such as Saudi 24 News, Nile FM, Arab News, Egypt Today or The National.
“Ya Habibi” is not the only recent project showing that Gims cares for the African continent. On the 17th of September, Netflix released a documentary, simply entitled Gims. This program is available in 32 countries. It covers the recording of the album Ceinture Noire and the planning of the Fuego Tour. The documentary shows Gims in Morocco or in Congo. The singer appears as a bridge between Africa and Europe as underlined by Sting, another major artist who collaborated with him.
At the same time, Gims flew to Senegal with Barack Adama to shoot the music video of “T’épauler”. The single was released on the 8th of October 2020 and has now more than 2.5M views on YouTube. The video was produced by several Senegalese partners, such as Air Senegal, the Senegalese tourism agency Kirène, Orange Money or Ridwan.
Le Fléau, a committed upcoming album?
On the 6th of October 2020, Gims released a YouTube teaser for his next album, Le Fléau, expected for the 6th of November 2020. The first single “Immortel” had more than 4,7 millions views after two weeks. Once again, the music video shows an international ambition, condemning the killing of black people around the world.
“Immortel” is a tribute to Afro-Americans victims, such as George Floyd, George Stinney or Lige Daniels, through depictions of Ku Klux Klan’s killing ceremonies and police violence. However, it does not only focus on the United States: among the victims’ names in the credits, one can notice Camille Desmoulins, a French lawyer who criticized trade slave during the Revolution.