Inside Les Flammes: A Celebration Of France’s Thriving Black Music Scene

On a vibrant, bustling evening in Paris, La Seine Musicale transformed into the beating heart of French music culture as Les Flammes returned for its third edition on May 13. More than just an award show, Les Flammes has quickly grown into a cultural force—a necessary response to the lack of representation for R&B, rap, Afro and Caribbean-inspired sounds in traditional French media.

Launched in 2023 by YARD Media and French hip-hop platform Booska-P—in collaboration with Spotify France—the ceremony is a celebration of popular culture as it exists today: raw, diverse, and rooted in community. This year’s event wasn’t just about trophies—though superstars like Werenoi, Tiakola, Shay, Theodora and Aya Nakamura walked away with honours—it was also a statement. With epic performances from Kaaris, Amel Bent and Joé Dwèt Filé, on the night, Les Flammes also acknowledged the current political issues in Congo, Palestine and France, which YARD Media co-founder Tom Brunet says was an important thing to do.

“We’re not just creating an awards show,” he explains, “we’re giving a platform for cultural figures and artists to speak on the issues that matter to them. Last year, we had French rapper Médine perform a track about Gaza called ‘Gaza Soccer Beach’. This year, we spoke on Congo, Palestine, and the social climate here in France. We even have a category that celebrates artists making strong social contributions. So Les Flammes is also a political and cultural platform, not just entertainment.”

With ambitions to become as influential as The Brits in the UK or the Grammys in the States, Les Flammes is not just an event—it’s a movement. Its 2025 edition saw the show grow in scale, location and cultural impact, reaffirming that the future of French music is bold, inclusive and unstoppable. We sat down with Tom Brunet after the show to find out more.

COMPLEX: Les Flammes is a celebration rooted in Black music and culture, similar to what the MOBOs represent for us in the UK. What inspired you to create something this specific for the French market?
Tom Brunet: There were a lot of frustrations from the audience, the music industry, and the artists themselves. People often use the term “urban culture”, but in France, we prefer “popular culture”, because rap and its surrounding genres—R&B, Afro vibes, Caribbean vibes—are pop culture now. Yet, despite that, these artists aren’t properly represented in traditional French media or institutional spaces, so we felt the need to create something that celebrates all of our cultures and highlights our talent to a wider audience. It’s easy to see that these are the most streamed artists on platforms like Spotify, but they’re still excluded from the mainstream narrative. We wanted to build something that’s both a celebration and an institution, a show that gives our artists the visibility and encouragement they deserve.

France has such a rich, diasporic identity—Congolese people, Algerian people, Senegalese people—and yet, for so long, they didn’t see themselves celebrated properly in the mainstream, so it’s really great that you’ve created this platform.
Thank you! The artists have created their own space, especially thanks to the internet and the streaming era. They didn’t need traditional TV to reach the public—that’s why the growth was so fast. On our end, with YARD and Booska-P, we’re the co-producers of the show; we’ve been in this space for over a decade, even 20 years in Booska’s case. We grew up in this culture, and we were frustrated by the lack of media that looked like us or reflected our experiences. So we built our own—places that allowed us and our audience to fully live and celebrate our culture. The internet helped, of course, because if we had to rely solely on traditional TV, this wouldn’t have been possible.

France is now the second-biggest market for rap in the world on streaming platforms, but it feels like the rest of the world hasn’t quite yet caught up to the fact. Why do you think that is?
I think the main challenge is the language. If French artists were making music in English, they’d be bigger, globally. But it’s incredible to see the shift over the past two or three years: artists like Aya Nakamura are being listened to all over the world, and Tiakola and others are touring globally, in places like America, Africa, and even parts of South America. Bigflo, for example, has performed in Mexico and New York. So yes, we’re not where Spanish or English-speaking artists are—those languages have global reach—but we are growing. That’s why Les Flammes now has a category for the French-speaking artists with the most global recognition. The momentum is there.

You’ve got international names like Aya Nakamura and Tiakola nominated this year. How important is it for Les Flammes to platform artists that not only lead in France but are shaping global culture too?
It’s very important. The ceremony isn’t just about celebrating local success—it’s about showing the global influence of these artists also. Aya is a great example: she’s not only big in France but also respected internationally. Same with Tiakola and others. By including them, we’re amplifying how far our culture travels—and how much of an impact it’s making beyond French-speaking countries.

A lot of UK artists are starting to tap into the French scene, and vice versa. Can you see a future where there’s more crossover or collaboration between the two scenes?
Definitely. We’re already seeing some of it happening: collaborations, remixes, and cultural crossovers. There’s a real mutual respect, especially between younger artists. I think the future holds even more synergy between the UK and French scenes. It’s a natural evolution.

You’re a co-founder of this award show, but also someone with a deep understanding of the ecosystem. What does it personally mean to you to see Les Flammes grow into what it is today?
It means a lot, but it’s not easy. In France, especially, the political and social climate makes it difficult. We have strong diasporic ties due to our colonial history, which means France has the biggest Muslim and Jewish populations in Europe. That creates a very charged political and cultural environment. Issues like what’s happening in Palestine or Congo affect people here deeply. So with Les Flammes, we’re not just creating an awards show—we’re giving a platform for cultural figures and artists to speak on the issues that matter to them. Last year, we had French rapper Médine perform a track about Gaza calle“Gaza Soccer Beach”. This year, we spoke on Congo, Palestine, and the social climate here in France. We even have a category that celebrates artists making strong social contributions. So Les Flammes is also a political and cultural platform, not just entertainment.

How do you balance honouring the grassroots of the culture while also creating something as premium and elevated as an awards night at La Seine Musicale?
We take that responsibility very seriously. We want to make sure the artists feel like this is for them, that it’s not just a TV spectacle but something rooted in authenticity. So while we elevate the production and the scale, we’re always in touch with the grassroots, through our partners, our audience, and the community. It’s a balance, but it’s necessary.

For people in the UK who might not be familiar with the French music scene beyond a few big names, what do you wish they knew about what’s happening over there?
I’d say: dig deeper. The French scene is so diverse—sonically, culturally, stylistically. It’s not just rap, either: there’s Afro, R&B, drill, even alt sounds. What’s happening here mirrors a lot of the energy in the UK, but with our own flavour. So don’t stop at the surface names like Aya or Gazo. There’s a whole world to discover, and it’s rich.

Is there a moment or nomination this year that feels especially historic or emotional for you, one that sums up why Les Flammes matters?
Yes, several. But I think the most powerful ones are when artists use their performances to speak to real-world issues. Last year, Médine’s “Gaza Soccer Beach” performance was incredibly emotional. This year, addressing the crisis in Congo and Palestine will carry that same weight. These moments remind us why this platform is needed. It’s not just about music; it’s about giving a voice to those who have been ignored.

What’s the bigger vision for Les Flammes? Can you imagine it becoming like The Brits or BET Awards of the Francophone world?
That’s exactly the vision. In France, we don’t really have strong music award shows on traditional TV. So our goal is to raise the production, scale and credibility to that level. We’re pushing artists to deliver amazing performances, we’re investing in the show quality, and we're building something that can sit alongside The Brits, the BETs, the Grammys. Not just for France, but for the entire Francophone world.