advertisement
Billboard is a part of Penske Media Corporation. © 2023 Billboard Media, LLC. All Rights Reserved.
advertisement
Latest News
advertisement
BILLBOARD CANADA FYI
A weekly briefing on what matters in the music industry
By signing up you agree to Billboard Canada’s privacy policy.
advertisement
advertisement
Raphaël Rahim Nikiema
Halo
Rb Hip Hop
Montreal's New Wave of French Rap Could Be a Gateway to the Global Stage
The city's cultural richness – where French, English, Creole and local slang converge – is creating a sound that's catching on with audiences overseas.
13h
There’s a golden opportunity for Montreal artists on the global stage.
At local venues and at festivals like M for Montreal, which wrapped up last month, many have noticed a new wave of Montreal rap – an electrifying scene that is gaining momentum with audiences overseas.
The city’s cultural richness – where French, English, Creole and local slang converge – has always defined its unique hip-hop style. Now, this distinct identity is capturing international attention, positioning Montreal as a rising force in the global rap scene.
While much of the momentum has come from grassroots independent shows, the industry is taking notice. It was well represented, for instance, at this year’s M for Montreal (which is a partner of Billboard Canada), which champions local talent abroad and facilitates the export of Montreal's music to the world.
advertisement
Cult Nation, the forward-thinking Montreal label home to talents like Charlotte Cardin, is shaping a new wave of genre-blending artists. Halo and Malko stood out as standout performers at the label’s showcase during M for Montreal’s MARATHON festival at Ausgang on November 21st, highlighting the city’s dynamic rap evolution. The buzz was palpable, as fans packed the venue, passionately rapping along and creating an electrifying connection with the performers.
Halo’s authenticity and emotional depth stood out on stage, with his introspective, jazz-infused flow drawing on his father’s vinyl collection to create a distinct sound that blends soul and hip-hop. His vocal prowess and lyrical talent have earned him recognition as a compelling storyteller and dynamic performer. Inspired by both his father’s jazz influences and hip-hop icons like Hamza, Halo’s music resonates with a global perspective. His collaborations with European talents like EDGE, Tori, and BKH further cement his role as a rising force in the music scene, building bridges between Montreal and Paris and positioning him as a trailblazer in this burgeoning movement.
advertisement
Malko’s fusion of hip-hop, R&B, and Afro-Caribbean rhythms has helped him carve out a unique style that’s resonating across both Montreal and France. In the spring of 2024, he returned to Paris to collaborate with creators like RayDaPrince, Lucci, and Bloody. By the end of the year, Malko will have dropped two projects: the 4-pack SAHARA in July and Émotionnellement indisponible in the fall, featuring Chanceko on the track "Parapluie."
These collaborations solidify his growing influence and the cross-continental connections he's making between the two musical scenes. Following the success of his debut EP MAELSTRÖM, which earned him Amazon Music Canada’s Breakthrough Artist title, his 2024 releases SAHARA and Émotionnellement indisponible are cementing his place as one of the most exciting emerging talents.
As Montreal’s hip-hop scene grows, it reflects the increasing influence of Francophone artists on the global music market, poised to make a lasting impact.
This growth aligns with a booming interest in Francophone music. In France, streaming revenues hit €328 million in the first half of 2024, fueling a €415 million ($613.5 million CAD) industry, according to the National Syndicate of Phonographic Publishing. As French and Belgian artists like Aya Nakamura, Stromae, Pomme and Angèle, climb international charts, the appetite for French-language music presents a golden opportunity for Quebec's artists.
advertisement
Hypno, a multiplatinum producer and manager at Cult Nation, highlights the growing connections between local artists and the French market. He points to artists like Halo, Malko and Rowjay, and says they’re building a bridge with rising artists from France like La Fève and Freeze Corleone. This new wave of music shows clear similarities between the sonorities of the French new wave and the Montreal sound. Both feature catchy yet subtle toplines, edgy flows and lyrics that prioritize meaning, often incorporating English slang. Some even suggest that those European artists have drawn inspiration from Montreal's distinctive rap vibe.
advertisement
“From my perspective, there’s a lot of talent standing out right now,” he says. “Montreal is home to so many talented artists making a name for themselves…and they already have strong potential for the French market. Fanbases are growing both in France and Montreal, and more and more artists will have the opportunity to be heard in France.”
Montreal's French rap scene is further distinguished by its vibrant multiculturalism and linguistic duality, a contrast to the more homogenous cultural landscape found in the rest of Quebec. While the province's rap scene often draws from local Quebecois heritage and French-Canadian identity, Montreal’s artists blend various cultural influences, including global sounds and the Anglo side of the scene, creating a borderless expression of French rap.
This duality allows Montreal's scene to be more attuned to international trends, while remaining deeply rooted in the local experience.
This global reach isn’t new. Trailblazers like Roi Heenok brought a controversial edge to the scene, while Rowjay, one of the first Quebec rappers to tour Europe at an early age, opened international doors. Enima, who is among Quebec’s most streamed artists on Spotify this year, is now enjoying growing popularity in Europe. On the underground scene, the late Jeune Loup left a lasting impact with his uncompromising style.
Producers like FREAKEY!, Hypno and High Klassified have also been pivotal in shaping the sound of Quebec's rap scene, crafting beats for some of the biggest names in French rap like Damso, SCH, Kalash and many more. Their work has not only amplified local talent but has cemented Montreal’s reputation as a hub for innovative production that resonates globally.
“The bridge has already been built for a while now, especially among producers like Kaytra, FREAKEY! and me," explains High Klassified. "But now, I feel like it's opening up even more, particularly with rappers like Dinos, who collaborated with Lost, or Enima, who keeps working with French and European artists. I think this is very promising for the French as well, since they often see Montreal as a gateway to America.”
advertisement
He adds: “As for artists who really resonate, I’d say Rowjay is probably the most popular in Europe. Both in terms of fanbase and consistency, he stands out. The French have a particular appreciation for artists who forge a deep connection with them, more so than in the United States. I believe Rowjay has been able to establish that bond in the best way possible with his fans over there.”
This growing connection underscores Montreal’s role as a vital crossroads in the evolution of French-language rap on both sides of the Atlantic, blending global influence with local authenticity.
Earlier this year, the Montreal producer Remastered released a groundbreaking album SYMBIOSE, which has been a game-changer for the scene, showcasing a wealth of emerging talent. That includes female talent like Mandyspie, who promises a bright future in the previously male-dominated industry. Today, artists like Malko, and Halo, who were also featured on Remastered’s album, are building on this foundation.
advertisement
Belgium’s rap success offers a blueprint for Montreal’s rising stars, showing how smaller markets can thrive internationally. Belgian artists like Damso, Hamza, Shay, and Greene Montana have transformed their cultural hybridity into a powerful asset, using their multicultural influences to resonate beyond borders. Belgium's unique position – straddling French and Flemish linguistic and cultural worlds – has helped its artists stand out in France, a key gateway for Francophone music on the global stage. Their ability to blend urban and mainstream sounds has fueled success not just in France but across Europe, proving that a smaller home market can catalyze creativity and innovation.
Montreal rappers’ embrace of their own hybrid identity, collaborations with French producers, performances at international festivals like M for Montreal, and growing traction on global streaming platforms signal their rising influence. It all aligns to position Montreal as a contender to expand Francophone rap’s reach even further.
"There’s a growing wave with Gen Z, who are gravitating towards more niche rap, exploring sounds outside the urban centers,” says Hypno. “Paris used to be the epicenter, but now there’s growing interest in rap from cities like Lyon, Bordeaux, Toulouse, Bruxelles, and of course Montreal. We’re witnessing the dawn of a new era, and there’s so much potential for Montreal rap. It’s exciting to watch."
With the growing demand for French rap concerts over the past two years, venue owners have been quick to seize the opportunity. Local promoters like Evenko, Courage, Ricky D Events, and many others in the city have been instrumental in bringing international and local talent to the stage. We've seen major artists like Niska, Damso, Nihno, Tiakola perform at large venues like Place Bell in Laval, while more emerging talents such as La Féve, Rsko, 8ruki, and Zamdane have graced iconic spaces like Olympia and Théâtre Corona. This surge in live performances reflects the increasing popularity and recognition of Montreal’s French rap scene, both at home and abroad.
But for Quebec’s French rap scene to fully capitalize on its momentum, institutional support is essential. Despite the immense talent and potential, the genre still lacks the backing it needs to thrive. Quebec media offers little coverage of this scene, which continues to evolve largely under the radar, with French rap still receiving minimal airplay on the radio. With greater investments, dedicated platforms, and increased cultural visibility, Quebec could transform this wave into a powerful cultural export.
The opportunity is clear: by embracing and amplifying this burgeoning movement, Quebec can secure Montreal’s spot not just on the global music map but as a leader in Francophone hip-hop. For now, the artists are laying the foundation – but it’s up to Quebec to decide if it will cross the bridge they’ve built.
keep readingShow less
advertisement
Popular
advertisement
Published by ARTSHOUSE MEDIA GROUP (AMG) under license from Billboard Media, LLC, a subsidiary of Penske Media Corporation.
advertisement