Stromae always master of buzz with “Carmen” – Télérama.fr

The singer has not finished with the strokes of brilliance. His video “Carmen”, co-written with Orelsan and designed by Sylvain Chomet, violently attacks Twitter … but stormed social networks.

It went great master of surprise: nobody knew Stromae working on a comic video by Sylvain Chomet, the director of Triplets of Belleville , co-wrote the script with the rapper Orelsan. Similarly, the output of Super , there almost two years, was preceded by an appearance very confusing (and very calculated) on a TV set, during which the singer appeared drunk on the go, to the astonishment of the guests and the audience – which, on the Web, illico had sparked a thousand comments on his alleged depression. Rebelote last summer with spectacular clip Your party , driven by special effects worthy of the biggest science fiction productions. Each time Stromae image control and communication, to ensure maximum effect. Moreover, since the release of his album, in August 2013, it is very discreet on Twitter, unlike Rihanna and others who water their fans messages; his appearances have only more echo.

The curveball

Carmen The song (sixth single from her album Square Root, sold 2 million copies), and more the clip is a charge against Twitter: it shows users being crushed by the social network, reduced to the status of excrement … Painting of a dehumanized society that relegates man to the status of willing victim as unconscious. But far from being placed over the lot, Stromae puts it on stage, also a victim than others, alongside Orelsan, Jay-Z, Beyonce, Lady Gaga, Barack Obama, the Queen of England, or some anonymous. For a singer to a young audience (sometimes very young) and Internet hyperconsommateur, the charge is necessarily disturbing … But the singer is not a victim: everything in its anti-Twitter clip is designed to make the most of views on the networks. Stromae uses better than anyone that the critical tools. Height of cynicism? Anyway, sharp intelligence of the system.

 In order to raise the buzz, he also created these days an Instagram account on which he posted false selfies designed by Sylvain Chomet, where he mocked the cult of personality … which only strengthen its own image. To lose the head.

 For Super , we were rewarded with a curveball roughly similar: a hidden camera video in the streets of Brussels, where he was playing himself, feigning drunkenness and taking the trap of suddenly voyeurs passersby. The idea, he says, he came after himself exposed on the net, eating in his car. “Unconsciously, I said:” You want fresh meat, I’ll give you! “ Stromae takes control of communication 2.0, without knowing what it really deep thinking.

Targeted interventions

After a successful tour in Europe, he is about to sing in North America. Or to run Carmen , it does not simply post a video on YouTube … He offered a preview to BuzzFeed, a popular platform in the US, and particularly popular with young people. To the American public, the clip is subtitled in English, which should enable it to boost attendance of his concerts (including the climax is scheduled for October at Madison Square Garden).

 Finally, on its own site, a world map lists, in addition to his upcoming concerts, geo-located tweets concerning him … Enough staggering. Stromae, master of the world? In any case, the singer, so human, is now turning to mutant. Hoping it does not end up swallowed by his own creature.