In Côte d'Ivoire, rhyme and verse clashes have long been heard on the streets of Abidjan since the 1980s. Artists such as Almighty, Stezo, Crazy B and R.A.S have popularized this style, which mixes modern "American- style" flows with a very "old school" style inspired by rappers like 2PAC and Notorius BIG.
But the arrival of coupé-décalé in the early 2000s with Douk Saga, Molare and the Jet Set contributed considerably to a decline in the hip-hop movement. Punchlines and US style gave way to "Atalakus" and "crocodile" shoes.
Ivorian rap becomes "rap ivoire
In 2013, Kiff no beat breathed new life into the movement. Ivorian rap became "rap ivoire". With an average age of 25, this group sets itself apart with its trashy, hardcore and provocative rap style. Elown, Didi B, Eljay, Joochar and Black K owe their success to a video clip: "Tu es dans pain" (in trouble). As soon as it was released, the song aroused curiosity. The group provoked their competitors, assuring them that they were no match for them: "Tu es dans pain / Tu rappes fort, mais tu n'as rien / Pas de cachet / Tu es dans pain!" (You're in trouble / You rap hard, but you've got nothing / No cachet / You're in trouble!
Kiff No Beat
"It was the single on which we had done the least calculation. And it opened a lot of doors for us," says Didi B. Together with artist and beatmaker Shado Chris, they soon came up with a multitude of tracks, which racked up views on the Internet, such as "Ça gâte cœur" and "Pourquoi tu Dab".
Since then, the group has made a name for itself in the African rap industry. Kiff No Beat set off on tours across the continent. Congo in 2015, Chad in 2017, Togo in 2018...
In March 2017, they become the first African artists to sign to the Universal Music Africa label. Their music went international, and the group landed in France, performing their first showcase at the Parisian venue Le VRP. And the Kiff No Beat rappers recently announced a featuring with French rapper Fianso. The success of Kiff No Beat paved the way.
Suspect 95, a 22-year-old from Cocody, was catapulted to fame by his track "Enfant de boss c'est boss". Today, he is one of Côte d'Ivoire's hottest artists. His vintage style, flowery shirts and well-groomed hairstyle have won him the favor of the ladies. "I don't dress like a rapper, but I do rap. Maybe that's what sets me apart from the others," explains Suspect 95.
"Oko Sissi" - as he calls himself - reveals to the public a rap style full of self-mockery and humor. His punchlines are inspired by real-life stories, often involving love affairs, break-ups or betrayals, all accompanied by humorous lyrics. "I really enjoy tackling themes that touch everyone. In my song 'Promesse', for example, I talk about men who make false promises to women to get what they want," he explains.
Suspect 95
And then there's the group Kozak, produced by Kiff No Beat. Three determined 21-year-olds whose seemingly innocent looks are quickly forgotten as soon as you hear them rap... "Kiff No Beat are first and foremost our producers. Kiff No Beat are first and foremost our producers, they give us advice and don't hesitate to give us a push when things aren't going well," explains Nifa, who forms the trio with Kirikou and Drams.
KOZAK
In this new wave, Bop de Narr stands out for his moralizing stance. A master of committed punchlines, he denounces societal facts that no one dares raise. To the point of causing controversy, as with "C'est payant", a song in which he tackles the issue of women being maintained by men, which was censored by several radio stations. "I sing about everything I see around me. I don't do rap, I do Bop de Narr", says the artist.
Another rapper, 18-year-old Mc One, protégé of coupé-décalé star DJ Kedjevara, has made his mark on the scene thanks to his audacity. Despite his young age, he doesn't hesitate to engage in virulent clashes with other, more established rappers.
The most famous is the one he engaged in with... Kiff No Beat. In his song "Opi Ona aka Fai koi" (What do you want us to do?), he accuses the group of having given in to the sirens of commercial music. "They're no longer rappers, they're merchants. They're looking for publicity. I've seen them at the big market in Adjamé, shouting 'Come here, look!
I try to mix different styles, trap with coupé-décalé, for example.
"Noushi" and African sounds
If Ivorian rap is renewing itself, it's because the majority of artists use "Noushi", Ivorian slang, words derived from French. "Noushi is what represents us and defines our rap today," explains Suspect 95. "Jahain" (never), "lahan" (money), "daba" (to eat) ... these are just some of the expressions that are part of the dictionary used by artists on this scene. So much so that the rappers of Kiff No Beat call themselves the "Noushi Boys".
A glorious future for Ivorian rap
On the instrumental side, Ivorian rap draws most of its inspiration from African sounds. Zouglou, coupé-décalé, afrobeat... it's all there, all mixed together. "I try to mix different styles, trap with coupé-décalé, for example," explains Mr Behi, beatmaker with the group Saba.
For the time being, most of these rappers evolve almost exclusively on the African scene. International collaborations could kick-start the machine and take Ivorian rap to new horizons.
"Ivorian rap will have a glorious future, because as the forerunners of the new generation, we'll do everything to go further," concludes Didi B, who recently instituted regular "battles" pitting two rappers against each other, each taking advantage of their respective notoriety to make themselves better known.