Ten years after their previous opus, the emblematic French rap group is making a comeback in music this Saturday with a new, rather ambitious marketing project.
Fans have been waiting for ten years for the return of Sexion d’Assaut. Since March 25, the group that has democratized rap on a large scale with its hits sorry, Wati By Night Where My direction reformed on stage for an event tour of 50 dates across France.
But as they prepare to take to the stage at the Défense Arena in Paris this Saturday, the members of Sexion d’Assaut – Gims, Lefa, Barack Adama, Maska, Doomams, JR O Chrome, Black M and LIO Pétrodollars – have reserved a surprise for their fans: the release of a new album, entitled The Return of the Kings. This is the group’s first joint project since the apogee released in 2012 shortly before their separation to devote themselves to their solo careers.
A “collector” product
As Sexion d’Assaut announced last December in a video teaser, the marketing around this album will be unprecedented. The Return of the Kings will only be available for sale in physical form at the band’s merchandise stands located in the concert halls of the tour.
To obtain the precious sesame, it will therefore be necessary to redouble our efforts since logically the album will not be accessible on streaming platforms or put on sale in stores. A rather ambitious marketing process but which seems to please the members of Sexion d’Assaut.
“It’s all the prestige in fact, to bring a project like that especially for such a long-awaited return. Here we are talking about a product that will be collector’s item. So it has to be delivered in a certain way”, assures Gims in an interview for the media Pure Break.
He continues: “It’s like when you go to the museum to see a masterpiece. There, our museums will be all over France and the central museum will be in Paris, at La Défense where we will deliver the product on the 14th may.”
An album that almost never saw the light of day
Sexion d’Assaut could have made their comeback earlier but for a long time blocked by the group’s producer, Dawala, their joint album project almost never came to fruition. In November 2019, Gims spoke on this subject during his concert at the Stade de France, explaining that Dawala was attacking “everyone in court for their personal interests.”
“He’s the only one who is against this project because he doesn’t find his financial interest in it. We all want to do this project, it’s magnificent. But there is someone who doesn’t want it to happen. do”, he confided in an interview for Konbini.
On Instagram, Gims had at the time invited the fans of the group to send messages to Dawala. “It’s you who will decide if this will materialize, I can’t do anything more. We are dealing with someone who owns the group’s masters,” he said.
As a result, a few months later, in March 2020, the project was unblocked. “It paid off, it liberated. It’s liberating in any case. We are in the negotiations of who, where the album will be released, with whom it will be distributed… Some technical stuff “, wrote Gims on his Instagram account.
Today, far from the tensions and quarrels of yesteryear, Sexion d’Assaut finally unveils their long-awaited new album this Saturday, May 14. For the rest of their tour, the group will go to Brussels on May 21, to Nantes from May 30 to June 1 or to the Festival des Ardentes in Belgium on July 7.
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