Pharoa: the emerging artist on the alternative rap scene presents his new single "555".

Pharoa : l'artiste émergent de la scène rap alternative présente son nouveau single “555”

In 2022, pharoa released its first independent EP, “wav”. This opus is as intimate as it is moody. In all, 7 rich and authentic tracks allow the most curious to discover his universe. At once underground and psychedelic, his music oscillates between soaring melodies and aggressive, almost futuristic beats. Pharoa, the emerging artist of the alternative rap scene, also known as “the one who doesn’t fit into any box“, presents his new single “555” and talks about his experiences and inspirations. Track after track, a dark, melancholy universe takes shape around the artist. A universe into which he invites us for an exclusive interview.

Creative direction : Gabin Ducourant

Photographer : Emilie Ferguson

Styling : Anais Kevorkian

Styling Assistant : Misscouvie Mutuale

Talent : Pharoa

Studio : Amaury Paris

Introduce yourself in a few lines, where are you from and where does the name “pharoa” come from ?

My name’s Jonathan but everyone calls me Jo, I grew up in Athis Mons in the 91 and I’m currently based in Montreuil in the 93. I’ve been writing rap lyrics since I was 18, I think, but it’s really since 2018 and my encounter with Alpha Wann on his Louvre video that I’ve been getting serious about it, under the name “pharoa”. The name came about because, when I was younger, people often compared the shape of my eyes to those of Egyptians. Since they’re almond-shaped, it was easy. And maybe 5-6 years ago, a friend of mine said to me as I was getting out of the metro after a party, “you’ve got the eyes of a pharaoh! And then the joke lasted, the nickname stuck, and pharoa became my artist name. I thought it had a nice ring to it. I must admit, too, that the mystery surrounding ancient Egypt and the pharaohs has always fascinated me. And a little anecdote: I’m a fan of N.E.R.D, and therefore of Pharrell, and he calls himself “SON OF A PHARAOH” on insta. I like the coincidence.

Tell us the story behind your new project “555”.

I had just released my first EP “wav”. in June 2022. Degzmann, a composer buddy, had sent me a very “violent” prod that resonated deeply with me, but there was something missing to make it sound different from the EP. So I asked Basile Peter, with whom I work in the studio and who also accompanies me on stage as a DJ, to play guitar something like Led Zeppelin’s “Dazed and Confused”, and something really strong came out of it that we all loved. There was a psychedelic sound that grabbed you and that’s exactly what I was looking for in this sound. For the production, I wanted to write about the new people around me, the people with whom I make sound and with whom I find myself on stage. In fact, it’s a sort of big up to my team. The numbers 555 mean that a major change is imminent. For the video clip, Antoine Bourhis (director) and I wanted to do something cinematic and conceptual, to show that we like to play with images, but in an original, hand-crafted way. So he came up with this idea of collage, and it spoke to me directly. I’d never seen anything like it before, in hip hop anyway. I was impressed with the result, and I thought it fitted in well with the sound. We’re very proud of this project.

Pharoa : l'artiste émergent de la scène rap alternative présente son nouveau single “555” Single "555" — Single "555"

How would you describe the evolution of your musical style since the release of “WAV”, your first EP?

I feel I’m gradually getting closer to what I want to be, to how pharoa should sound, or be seen. There’s still that mystical thing going on, in the sounds for example, but I’m trying to balance it with something deeper and more sincere with myself. My style evolves a lot depending on what I listen to. Right now, for example, I’m going through a period where I’m listening to the Velvet Underground, Oasis and The Strokes again, but there’s also some Future and Kanye West spinning in the background. I’m in the middle of testing new sounds, and I’m trying to put together a jigsaw puzzle with lots of different pieces, to see how they fit together.

It’s clear from your projects that you don’t forget to emphasize your visual identity, where your inspirations come from and who’s behind them ?

I think I’m a very perfectionist. I like to propose things as they are in my head, I don’t want to betray my principles. Visual identity is essential to differentiate myself from others, and it has to resemble as closely as possible who I am and what I like. My inspirations are very varied. I like the films of Stanley Kubrick, Wes Anderson, Spike Jonze and Wim Wanders, but also the work of Dexter Navy for example, and in particular his videos with A$AP Rocky on his second studio album. My first two videos were directed by Antoine Bal, who I consider to be a very striking visual aesthete. Working with him is an opportunity. And the result is always very powerful. For the clip for “vibration”, at the very beginning of the video I wanted to make a nod to Kubrick’s Shining during the bar scene between the bartender and Jack Nicholson, before the clip in turn shows that something strange is going on in this beautiful place, illuminated by that banging red light.

The most recent clip, “555”, was directed by Antoine Bourhis, as I mentioned earlier. He’s been in charge of all my DA since the start of my young career. We understand each other very well when it comes to our ideas and what we want to show people. He has a wide range of influences in fashion, photography, design, etc… This guy really gets me, you don’t even have to talk to him too much. We call each other on a project and he can read my mind. Then we collect all the ideas we have and see what we can come up with visually.

In your song ‘no mercy’, you tell the story of “a passion that destroys, a love that tears”, is this a personal experience??

It’s an experience I’ve had personally, and I think others have too. We all go through it at some point, because we can’t control what happens to us, and our environment doesn’t always work in our favor.

I wrote it at a time in my life when nothing could get me drunk. The kind of time when you think about things that hurt you inside, and you can’t do anything about it. Only time fixes these things, so you try to clear your head and escape your heavy reality.

I chose this production by Degz, which sums up my state of mind at the time. It exudes a lot of melancholy, but also a deep sense of anguish and annoyance. I think it works really well live, and you feel the dark color of the sound even more.

If you had to support a cause, what would it be and why??

I think it would be the cause of women and children’s rights. First of all, because I’ve been surrounded by a lot of women since I was a child, whether they be my little sisters, aunts, cousins or even friends, and unfortunately we can also witness the oppression they suffer on a daily basis. There’s been an incredible rise in feminicide in France. It’s frightening and mind-boggling to see how little protection there is for women victims of violence in this country.

And when I talk about children’s rights, I’m referring to the right to education, to be cared for, to be protected and supported in the event of physical abuse, or nutritional insufficiency… everything that is part of our values and principles as human beings, to be kind to others.

Pharoa : l'artiste émergent de la scène rap alternative présente son nouveau single “555” "Switch" — "Switch"

Pharoa : L'artiste émergent De La Scène Rap Alternative Présente Son Nouveau Single “555” "Vibration" — "Vibration"

Pharoa : l'artiste émergent de la scène rap alternative présente son nouveau single “555” "555" — "555"

What drew you to the music business ? And what advice would you give to the younger generation who want to get started? ?

What got me into music in the first place was listening over and over again to those who have always inspired me artistically, ever since I was a kid: the Strokes, Guns N’ Roses, Michael Jackson, then MC Solaar, Kanye and Alpha Wann, the list goes on and on.

When I was younger, I had a rock band with some friends from high school, and we used to play the sounds of the Red Hot Chili Peppers, Nirvana, Wolfmother and even the Ramones. I was the band’s guitarist and sometimes took over singing duties (it was horrible at the time, haha), but I have very fond memories of it, it was cool. Besides, I never liked school, so I preferred to follow the voices in my head and do what I really liked. Rock was the first escape and rap came later. The writing, the variations in flow, the choice of prods, the freedom to compose with all that made me realize that there was always something really heavy that could come out of a studio session.

The only advice I could give to those who want to get started is to listen to themselves and surround themselves well, not to compare themselves and to propose something different. And above all, even if it’s hard at times, stay positive and don’t be afraid to take risks. If you keep at it, it will pay off in the end.

Related Posts