Loud | Pay it in advance

The photographer begins his session by telling his subject, without irony, that he should not feel obligated to smile. Which has the effect, against all odds, that Loud smiles – a small smile of course, but a smile nonetheless. Frank meeting with a rapper much less taciturn than what the rumor is, on the occasion of the release ofno promisethird album on which he already reflects on his legacy, intimate and artistic.

Posted at 7:00 am

Dominic Late

Dominic Late
The press

10 years ago, on trench wood, album of the release for LLA, Loud dreamed of having “James Hyndman money” one day, to understand: a lot of money. The fantasy is no longer one: a decade later, the MC, really, this kind of resource, has happily benefited from an unprecedented success in the history of Quebec hip-hop.

But instead of just bragging about it, the thirty-something marvels at the first track of his third album, no promisehow to be a good breadwinner for your loved ones: “My father was a breadwinner, my mother was a breadwinner / They dressed me summer and winter until I was 22 / Y proved to me that we could do anything as long as we work hard / If I If I ever become a father myself, I couldn’t do better.”

“It was my family who taught me that you can’t just take care of yourself,” the son, now 34, said in an interview.

Then it’s the voice of Sans Pressure, one of the founders of modern Quebec rap, which we hear after the first verse: “I think I’ve aged a lot, know I’m saying it. Maturity, know I say he says in an excerpt from an interview given in 2003 before the release of SP’s second album, Reactions to the offended


no promise is the album on which Simon Cliche Trudeau most exchanges boastfulness for astonishing vulnerability.

Should we conclude that?no promise is for Loudmouth the proverbial album of maturity? Certain thing: no promise is the album on which Simon Cliche Trudeau most often trades his boastfulness for an astonishing vulnerability, measuring the all-out he played as he plunged headlong into rap. roof of the Hôtel Monville – it couldn’t be more symbolic: the man started at the bottom, here he is now at the top of Montreal.

trench wood saved me, I was in distress”, he even enters Delay† In need, really? “I was at a crossroads, yes. I wouldn’t have built anything else,” recalls Ahuntsic-Cartierville proudly attending one CEGEP session in business management and another in graphic design (or similar) to satisfy his parents without conviction.

I went to school so as not to disappoint them. In my head I already knew where I was going, but there was no guarantee that I would succeed. There is worse in life, but there is a fear that comes with the gamble of choosing the life of an artist.


no diva

Another leitmotif ofno promise : Loud’s indifference to the interest shown to him by commercial radio and television since the intoxicating first notes of All women know how to dancehis absolute hit, literally flooded the airwaves, to the point where the author, without considering this song a faux pas, “just isn’t able to hear it anymore”.


Loud, rapper and CH supporter

“My discomfort is not with success, but with what it means to have popular success in the Quebec industry,” he continues, lamenting the lack of seriousness with which artists belonging to niches are still regarded.

If he didn’t seem particularly moved when he received Félix awards, it’s simply that these awards don’t move him. “It doesn’t move me, no, but I’m not going to play the hypocrite and say I’m against galas. We registered, yes, but there is also a political side to all of that, just like there is a political side to doing interviews. I have to live with others. I don’t want to look like a diva. So you won’t see Loud at Sweet salt during the summer.

I’m not going to Sweet salt so that Guy Jodoin flips his cap to the side and we act like things have progressed for rap in Quebec, when in fact, when we get into all of that, we let rap in Quebec go backwards because we’re ridiculing. It’s the funny side that always comes out in some media and it doesn’t really represent the atmosphere of Montreal rap.


Don’t scroll

Though he bows to the interview game more out of obligation than pleasure, Loud is certainly not the laconic, impassive character that crystallized his reputation. It even seems a little sad that Ginette Reno, in a recent interview with The press, lamented that his younger brother almost kept quiet while filming their Uber Eats commercials. If he kept silent, it was because he preferred to listen to the anecdotes the venerable singer had to tell.

The rapper doesn’t scroll when discussing joining no promise of White-B, the time of a pour registered in extremis a week before going to prison in February, a sentence to which was added another conviction in April for pointing a firearm at a construction worker. Loud made this choice without realizing that his fellow countryman from record label would pass on the other side of the bars. Simple explanation: “5SANG14 and White-B solo, that’s the most interesting thing to see here on stage. †

He is responsible for what happens to him and I think it’s a shame for his career because it slows him down. But it would be hypocritical for me to distance myself from him when confronted with this when I’ve wanted to work with him for a long time.


Pay off his debt

Some will no doubt accuse him of cleaning himself up cheaply, but no one can blame Loud for not standing up to his cause to denounce a scourge that plagues the community that spawned hip-hop culture, namely that of systemic racism.

He tells in Win win Arrested one day at his high school, an episode he’d rather not go into details about, less out of modesty than to emphasize the double standard: “I wasn’t white as snow, but I was white as a privilege,” he raps.

For someone else, this situation could have left a mark in his file. A trivial thing in my life could have changed someone else’s, send him to a youth center.


This kind of speaking remains delicate – White Privilege II from Macklemore, anyone? – but it was important for Loud to pay off his debt to the builders of Quebec rap, including Imposs de Muzion, alongside him on win win, with young raccoon. In the summer of 2020, after George Floyd’s death, he donated $56,000 to various organizations that oxygenate the lives of black communities in Montreal. A gesture for which he was both praised and accused of expediency.

“In these cases it’s damn if you do it, damn if you don’t, but the best thing, if something’s close to your heart, is to get involved.” In this context, I had the impression that it concerned me personally and I wanted to send a clear message. I’m starting to think more and more about my legacy and I don’t want to be the one who took everything but left nothing behind,” added Loud.

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no promise


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