Rap on prime time on a public channel? An advertiser is astounded upon discovering Jam Show, the new talent show that started airing on May 7th on 2M, dedicated to showcasing emerging Moroccan rap talent.
« For the new generations, it might seem obvious given the growing prominence of rap today. But for those of us from previous generations, who witnessed rap being stigmatized day and night in the early 2000s, both in the press and on TV channels, this is a triumph. We’ve come a long way, » he tells us under the condition of anonymity.
Sponsored by Raïbi Jamila, the show also provides a new demonstration of the synergy between two worlds—the rap scene and brands—which, according to Amine Bennis, General Manager of Tribal DDB, « seem incompatible. »
Targeting youth
One of the first collaborations between rappers and brands dates back to 2007. That year, Maroc Telecom not only hired Khansa Batma and Steph Raggaman but also featured rappers Don Bigg and the group H-Kayne in a promotional video.
The first advertisements capitalized on the growing fame of these rap stars without necessarily adopting their codes. “It was in the wake of the Nayda movement to showcase the change and the new generation. It was also a logical continuation after the introduction of Darija into advertising—a true revolution in the sector—to see a musical genre, primarily expressed in Darija, in commercials. However, rap was then only used as ‘the new trendy music for young people,’” a marketer is keen to point out.
Seven years later, in 2014, Hit Radio also enlisted rappers for a awareness campaign. Alongside DJ Van, Manal, and Ahmed Soultan, rappers Dizzy Dros, Muslim, and the group Shayfeen were invited to deliver lyrics encouraging young people to register to vote and go to the polls. This was featured in the song « Mantsayadch » (I’m Not Falling for It), just before the 2015 municipal elections, which has since accumulated over 21 million views on YouTube.
In 2015, the United Nations Development Programme (UNDP) in Morocco turned to rap to promote their project to young people. As goodwill ambassadors for the organization, members of the group H-Kayne produced a song and a music video titled « Je vais atteindre mon objectif » (I Will Achieve My Goal).
Investing in urban culture
At the end of 2018, the collaboration between rappers and brands took a new turn. Through the agency Tribal DDB, McDonald’s partnered that year with the rapper ElGrande Toto, a rising star.
The partnership, unexpected and surprising, seems incongruous at first glance. On one side, a long-established multinational in Morocco, concerned with its reputation and image. On the other, an emerging and nonchalant rapper known for his raw language.
It’s safe to say that nothing predicted their collaboration. However, as part of the promotion for a new sandwich, the fast-food chain engaged in a subtle partnership with the rapper.
“The artist produced a song without explicitly mentioning the product, allowing McDonald’s to creatively leverage this with videos and then a music video that also did not feature the product,” recalls Amine Bennis, General Manager of Tribal DDB.
“This strategy allowed us to preserve the artist’s authenticity while positioning the brand within urban culture. The result was a smooth and mutually beneficial collaboration, avoiding the usual pitfalls of such partnerships.” The two partners had much to lose: the advertiser’s reputation and the artist’s credibility.
I find that brands are more open in Morocco than elsewhere. In France, for example, it would be very difficult to imagine a French rapper collaborating with McDonald’s.”
The initial hesitation eventually gave way to mutual satisfaction: McDonald’s achieved a position within urban culture, and Toto received the support of a multinational. His manager, Anissa Jalab, who also works with artists in France and Belgium, confirms: “Based on my experience, I find that brands are more open in Morocco than elsewhere. In France, for example, it would be very difficult to imagine a French rapper collaborating with McDonald’s.”
Adjusting to public opinion
In 2019, it was Nivea Men’s turn to turn to rap, partnering with the former duo Shayfeen (Shobee and Small X) for the track “Koun Wajed” (Be Ready). The following year, McDonald’s continued its momentum with ElGrande Toto, this time featuring Don Bigg, Draganov, and Khter, in the track “Hors-Série.”
In the same year, Dizzy Dros was chosen by Merendina to launch its campaign “Khalli 9albek Ydoub” (Let Your Heart Melt) with the track “Nota.” In 2021, Tonik collaborated with Inkonnu and Draganov for its campaign “Aji bsda3ek” (Come with Your Noise).
Raïbi Jamila, sponsor of the Jam Show on 2M, has worked with several rappers in various commercials: Draganov, Dada, Dizzy Dros, ElGrande Toto, and more. This significant number of collaborations contrasts with the initial hesitations of companies.
Under the condition of anonymity, the advertiser recalls: “Initially, brands were hesitant, even worried, about associating their products closely or remotely with rappers. It was almost impossible to get them to accept rappers. If they don’t explicitly request rappers in their advertising briefs, all the agencies know that brands no longer oppose them, at least not categorically as they did at the start.”
Our source attributes this change to the nature of the sector: “Advertising is a mirror of society. Today, rap is the most listened-to musical genre. Just look at the top 10 most-streamed artists in Morocco on Spotify, dominated by rap, to see that. It’s ultimately a positive sign of a sector that is well-rooted and evolving with its environment.”
Written in French by Naoufel Tber, edited in English by Eric Nielson
