For the launch of “La route est longue”, his twentieth studio album, the Marseille rapper opened a pop-up store in the Terrasses du Port shopping center. The success was immediate.
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This Friday, December 8 marked both the release of the album and the opening of the pop-up store. A cleverly orchestrated marketing operation which of course worked! Fans of the most listened to artist in France on the music platform Spotify, for three years, rushed to discover his new tracks and buy all kinds of products bearing his image.
Jul’s pop-up store in Marseille –
Until December 23 – (France 3 Provence-Alpes: V. Danger / M. Peleran / Vfranz)
Fans who come from all over France
The queue is endless in front of the Jul store. The store must remain open until December 23 but, on this first day, there are crowds. “He dethrones all rappers by far” sums up a young girl. Some of Jul’s fans traveled hundreds of miles to be there and have been waiting outside the mall’s doors for several hours. “I come from Bézier, I arrived on Thursday and, this morning, I was there at 7 o’clock outside in the cold” says Amouna. Team JuL, the nickname given to the rapper’s audience, is mainly made up of teenagers and young adults. Some, who were at school, did not hesitate to skip classes, sometimes with the blessing of their parents. “It starts at ten o’clock and ends at noon. For two hours, it’s fine” explains a mother who accompanies her daughter.
“It’s madness. It’s always full”
At 10 a.m., the doors finally open. There’s a rush for t-shirts, down jackets, jackets, pants and goodies. In the aisles of the store, a mother, surrounded by her sons, has her arms full of items. “They made me travel 600 kilometers to come here. I buy tracksuits, shoes, socks. Everything they want,” she exclaims. A Christmas before its time which suits the rapper’s business. Some fans spend several hundred euros. “It’s madness. It’s always full” enthuses a salesman. “We expect people, like this, during the 15 days of the event” he adds. It remains to be seen whether Jul plans to come and greet his admirers. A mystery for now.