BĒYĀH: How Damso turned his farewell into the musical event of the year

162,000 views in 10 hours for "Unforgivable." 15,000 copies sold in 24 hours without any previews being released. These figures tell the story of a rare phenomenon: an artist who masters his craft so well that he can transform his own goodbyes into a global event.

William Kalubi, aka Damso, has just completed a ten-year artistic cycle with BĒYĀH, a sixth studio album that redefines what was expected of a "final project." No more nostalgic farewell albums or end-of-career compilations. The 33-year-old Belgian rapper delivers 46 minutes and 59 seconds of pure innovation, blending pop-rap, alternative hip-hop, trap, and G-Funk into a unique artistic cocktail.

The three-year strategy that revolutionized musical communication

It all began on January 23, 2022. That day, without explanation, Damso replaced all his profile pictures with a mysterious date: "May 30, 2025." A three-year and four-month wait for an album. In an industry that operates at the frenetic pace of surprise releases and short release cycles, it's a foolish gamble.

This cryptic communication strategy would prove remarkably effective. Each clue dripped in dribs and drabs set social media ablaze. In October 2023, when QALF and QALF Infinity mysteriously disappeared from platforms for a week, fans realized they were witnessing something unprecedented.

The message etched onto the QALF LIVE vinyl finally reveals the project's name: "BĒYĀH will be my next album." Not a tweet, not an Instagram story—a physical etching onto a record. This artisanal approach in a digital world speaks volumes about Damso's approach to this final project.

Total independence as the ultimate snub to industry

BĒYĀH marks a complete break with the codes of the music industry. Recorded between 2021 and 2025 in French and Belgian studios, the album is released exclusively on Trente-quatre Centimes , Damso's independent label. This reference to the 34 cents he had in his pocket during his teenage struggles becomes the symbol of his artistic emancipation.

This independence isn't just ideological; it's strategic. It allows the artist to take creative risks that would be unthinkable in a traditional system. How else to explain the featuring with artificial intelligence on "Magic"? Or this recording session open to the public in March 2024 in Paris, transforming musical creation into artistic performance?

A tracklist that tells the story of a man's evolution

BĒYĀH's fifteen tracks paint a portrait of a mature artist. The digital version reveals a precise narrative structure, where each piece occupies a strategic place in the overall narrative.

The shattering opening

"Impardonnable" sets the tone from the outset. In this first track, Damso settles his score with Booba, the "frustrated transatlantic tisse-mé" who discovered him in 2015 with "Pinocchio" before becoming his main detractor. The hard-hitting kick and bold use of autotune herald an album where Damso has nothing left to lose.

"He downplays Booba's actions, seeing him as an artist competing on his own," Thomas Graindorge analyzed in Le Point. This direct attack frees the artist from ten years of unspoken words and allows him to approach the rest of the album with a newfound serenity.

Assumed introspection

"Wolof" reveals the most personal dimension of the project. Damso evokes his Congolese origins with striking crudeness: "I know the rebels, the FARDC [the Congolese armed forces]. I saw all sorts of dead things, bloody faces. I was a nobody, I was still a child."

This introspection runs throughout the album. "Who Asked Me" explores the absent father figure, while "Fibonacci" reveals his unhealed traumas: "I discover traumas that I've never been able to heal. When the gods want to punish us, they answer our prayers."

Love as redemption

Love occupies a central place in BĒYĀH, but not the idealized love of commercial rap. "YA TENGO SENTIMIENTOS" is born from a simple anecdote: "It's because my girlfriend speaks Spanish, I had to impress her a little," he explains to Les Inrocks.

This assumed simplicity contrasts with the enigmatic image his fans have built around him. In "Police," he confesses bluntly: "I'm the victim of a burglary, she stole my heart and my soul, I'm defenseless." Love for Damso can be trashy, childish, multiple—but always authentic.

Technological innovation at the service of emotion

The AI feature on "Magic" could be seen as a marketing gimmick. It's actually the opposite: a profound reflection on the future of artistic creation. "It's a choir of voices created with AI. We're experimenting with things; it's a tool," Damso explains during a listening session on Deezer.

This technological collaboration is part of the artist's visionary approach. Rather than submitting to the changes of his time, he anticipates them and integrates them into his art. This approach finds its extension in REM: Episode 00, the dystopian short film presented at Cannes that imagines a world where money has disappeared, replaced by a social currency called "Beyah."

The art of leaving in style

The final scene of the music video "Impardonnable" perfectly sums up BĒYĀH's state of mind: Damso burns his gold records in front of a camper van. This striking image speaks volumes about his philosophy: preferring the road to routine, adventure to rewards.

"I have the money, I have the health, I can leave in peace. It's still going to work, I've left my mark on French rap," he says in "MAMILĀH." This unabashed serenity runs throughout the album. Damso doesn't leave bitter or disillusioned, he leaves fulfilled.

The album "J'ai menti," released in November 2024, perfectly illustrates this newfound freedom. Born from a discussion with a fan who told him, "You can't wait until 2025, we're impatient, it's been too long," this spontaneous project shows an artist freed from his own promises.

A legacy that goes beyond rap

BĒYĀH embodies ten years of influence on French-language rap. Damso imposed a unique style: unashamed masculine introspection, vulnerability as an artistic force, and a rejection of established codes. His narrative approach, blending urban rawness with intimate poetry, inspired a whole generation of artists.

But BĒYĀH's legacy extends beyond music. By choosing to leave at the height of his popularity, Damso redefines the notion of artistic success. In an era where careers often drag on beyond what's necessary, he proves that you can still surprise by knowing when to say stop.

Towards new creative horizons

"I'll still make music, but not in album format; I'm less interested in that," he confided to Brut. "I want to try things out, maybe musicals, theater... I want to give myself the choice."

These statements open a new chapter for the artist. Cinema with REM, the theater mentioned, musicals... Damso seems determined to explore all creative territories. BĒYĀH is not an end, it is a transition into the unknown.

Verdict: An album of exceptional maturity

BĒYĀH brings together everything that makes Damso unique: technical mastery, creative innovation, and emotional authenticity. Some tracks reach new heights ("Impardonnable," "MAMILĀH"), while others are more dispensable, but the ensemble forms a coherent and necessary whole.

This sixth album proves that French-language rap can still be revolutionized in 2025. Not through gratuitous provocation or passing fads, but through authenticity and creative audacity. BĒYĀH will remain the album of an artist who transformed his own farewells into a masterpiece.

The question now is: who will dare to take over such a legacy?