In the streets of the city center, the Toulouse rapper Mohand Baha stuck QR codes to flash with his phone to invite the curious to listen to his latest album “Paradoxe”. On the pillars of the lampposts which adjoin the Pierre Goudouli Garden, opposite the Gaumont Wilson, dozens of black stickers are plastered. Once their QR code is “flashed”, we land on the Spotify page of “Paradoxe”, the latest album by Toulousain rapper Mohand Baha. “We wanted to print the QR code on red balloons but it was too complicated to implement technically,” explains the artist. Another track, with QR codes displayed on lighters to recall the flaming bat that appears on the album cover, was later imagined and also abandoned. Finally, “for lack of time”, the QR codes were simply stuck on the streetlights and other signs in the city center.
A winning method
“Thanks to a Bitly link, I realized that hundreds of people had flashed it”, rejoices Mohand Baha. The rapper also sent the album to the top ten people who photographed themselves alongside a sticker. For Mohand Baha, “there was a word-of-mouth effect.”
A claimed “street marketing”, which is bearing fruit since Paradox, released on December 1, 2021, has already accumulated more than 1 million plays on all platforms combined. The Holy Grail for Mohand Baha? Be on the Spotify “Lyricists” and “Face B” playlists.
“Paradoxe” is the rapper’s third opus and the reissue of his latest EP “Chronos”, to which ten new titles have been added. Born in London, Mohand Baha arrived in Toulouse at the age of 15, where he now produces his projects thanks to his label “Maltrack Music”.
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