In general, I don’t talk about myself and I don’t share photos of myself because it’s not about me, but about the artists who trust me and support me that I want to talk about.

When it comes to staying connected to the underground hip-hop scene, Paka The Plug’s YouTube channel has been the go-to place since 2017. Paka is a very private person, so we’re honored to have the opportunity to talk with the man behind this essential channel for all fans of the underground.

What’s up, Paka? Nice to finally speak with you. First, I want to thank you for agreeing to do this. You are very discreet and private.

Paka: I’m discreet because it is not myself that I wish to put forward but the artists who have trusted me and who collaborate with me on my YouTube channel. I want to highlight them, not me, which is why I never talk about myself or post photos of myself!

I feel that. It’s clear you’re about the culture. The proof is in the pudding. Anyone who really follows the scene knows that your YouTube channel is the go-to spot for staying connected to new underground hip hop. I’ve discovered a lot of artists I wasn’t aware of through your platform. Do you remember the first time you heard hip hop, and what song or group got you interested?

Paka: You know, my beard is starting to turn white. I’m an old hip hop enthusiast. I grew up with funk, soul and dancehall blasting through my speakers. Then artists like Sugarhill Gang and Kurtis Blow arrived in France, and that had an impact on me. Since then, I have never let go of this music and this culture!

Nice! Another graybeard. You’re not alone! My beard is white as snow, ha ha! So, when did you start your channel, and what was your motivation? Was there a specific instance or event that made you say, “You know what, I’m going to start a YouTube channel with music?”

Paka: In reality, I heard a lot of rappers without any particular talent on the radio or on television. At the same time, I listened to guys who sang and talked about the streets (where I come from) with a lot more talent.. These guys had no visibility, no support to showcase themselves. It was from there that I decided to create a channel dedicated to the underground, talented guys who don’t get airtime on radio or television!

I’ve always liked music that talks about the streets, about people we don’t often hear about—those from deprived neighborhoods. In reality, this music and culture originate from disadvantaged neighborhoods, not upscale ones.

Thats real. I had a feeling that would be your answer. We share similar motivates. You can sense like minded people. Makes sense why I felt compelled to speak with you. I can feel the pureness when I visit your channel. No bells and whistles. Just the feel of genuine love for the culture. Did you originally intend to provide a platform for French artists, or did you always intend to cover artist globally, or did global coverage just happen?

Paka: I’m not going to spit on French rap; I grew up with it. However, I stopped liking it when the vocoder started appearing on French rap albums. I appreciate it when an artist brings their own unique vibe. The issue with French rap is that it often follows American trends rather than forging its own path in terms of ambiance and vibe. There are too many artists in France fabricating a gangster lifestyle. Overall, French MCs have worn me out for a long time, even though some stay true to their own style without chasing trends or imitating American styles. These artists remain a minority. To give you an idea, out of the 12,000 videos on the channel (albums and singles), only about 20 are French rap videos.

Strangely, I post music from Australia, Japan, Brazil but little French. The French tired me. While there are plenty of countries that make real hip hop without vocoder, just a big beat and an MC who tries to kill that same big beat

Wow. That’s crazy ! That’s less than one percent! 12k video is a lot! Do you have multiple channels, or does the main one hold that many? Sorry, I’m not too familiar with how YouTube’s backend works. Also, is there one French artist you would recommend who is good and doesn’t use a vocoder? They’ve got to be good if they meet your standards.

Paka: I had to create 2 YouTube channels because it has become complicated to maintain a channel for many years on YouTube. After 3 warnings, YouTube can close the channel without any recourse. So, I have a secondary channel as a backup because accidents can happen quickly. For example, if an artist sends me their video clip without informing the person who created it, and that person complains to YouTube upon seeing it on my channel, it can lead to trouble.

Before, under another name, I had a channel with over 150,000 subscribers that I lost due to copyright issues. Now, I do things properly. All the music on my channel has the approval of the artist, producer, or label. I no longer upload content without permission. I’m doing this carefully because I wouldn’t have the energy to start over from scratch again. As for French artists, I’m not very up-to-date with French rap at the moment, so I don’t have anyone specific to mention.

Got it. If I’m not mistaken, I believe your channel is one of the O.G.’s. correct me if I’m wrong but I recall seeing your channels around the time I took my hiatus in 2009. Since returning last summer, I’ve noticed a lot of new channels. Many of them ask for a fee for placement, and some steal content to build their channel. How do you feel about these new channels and their ethics? Do you charge fees for placement?

Paka: There are a few other channels that have noticed there was a vein exploited in the underground so they started to do the same thing as my channel, it’s their right except that rather than chasing the artists and asking them for their agreement to repost the music on youtube, some prefer to steal videos from the internet and even sometimes my channel/channels.

In all modesty, I believe I am number one in the underground scene. No other channel has as large a team of artists as mine, especially if they are growing organically and not buying subscribers. You might find this claim pretentious, but I invite you to compare. Considering the volume of music I post compared to others, I am significantly ahead. When I look around, I see an army of artists supporting me, and others are left with the remaining opportunities. It’s not about pretension; it’s just the reality. I have the biggest piece of the pie, the others share the crumbs!

At first, I did all of this for free. However, as the volume of work increased and began consuming a significant amount of my time—time that could otherwise be spent with my wife, friends, or team—I started asking for donations. “Thank you, Paka, I appreciate you” doesn’t pay the bills or fill the fridge. Even with donations, it’s still not enough to cover all the expenses, but it does help compensate for some of the time spent behind a computer.

That just pays for my weed, my beer and my meat for the barbecue with friends, and that’s it!

Trust me, I know the struggle all too well. It’s a delicate balance. As long as the balance is fair and with pure intentions, people understand. It’s not like you’re trying to get rich; it’s just necessary to keep things running smoothly so you can provide the platform for everyone’s benefit.

I’d like to know more about the original channel you had under another name with over 150,000 subscribers. What was its name?

Paka: I can’t disclose the name because I’ve had numerous issues with artists, producers, and labels. Interestingly, some of these same individuals are now approaching me to feature on my channel, unaware that I was previously critical of them. This shift happened after receiving warnings on YouTube.

I prefer to keep our focus on the present rather than dwelling on the past, when I operated without concern for artists’ or labels’ opinions. That’s over, now I’m legal from start to finish. I do things properly.

Do you have a standard for what you upload to your channel, or is it open to talent at all levels?

Paka: No, I don’t have a standard. The most challenging thing for me is refusing a donation because the music doesn’t resonate with me… ha ha! In fact, I mostly post what I personally like. Whether it’s a raw sound that reflects street culture, or a mellow track with a jazzy sample, or even an artist talking about their first flirtation, it doesn’t matter to me. It simply comes down to whether I genuinely like it or not—nothing more.

As it should be. Art should be promoted based on genuine appreciation, not just because there’s money behind it. I’ve received hate mail criticizing my reviews for only speaking positively about projects. With limited time in the day, if I’m going to review something, it has to be because I genuinely like it and want to engage with it.

What would you say brings the most joy to you running the channel? Is it the relationships or seeing an artist with little to no visibility gain traction from your channel?

Paka: That’s a great question because you understand it’s not about the money, as I don’t really earn much in reality. The satisfaction comes from seeing an artist grow and gain recognition through my channel. However, it’s frustrating—I can’t give you specific names, but I’ve supported artists who have become successful and famous. These same artists don’t reciprocate now that they’re famous. When I ask them to send me their videos to support my channel, they ignore me, whereas earlier, they were eager to be featured. It’s just life, there are the real guys and the others…

This is also why I started asking for donations. I’ve come to understand that the artist’s cycle is like this: when they’re unknown, they’re appreciative of my support, but once they become celebrities, they often turn their back on me.

On the other hand, there are individuals and collectives that I can mention, like The Umbrella Collective. These guys are reliable and respectful; there is true love and respect. Each member of this collective is starting to make a name for themselves in the industry, but remains loyal to my channel. Likewise, Rigz and the others from the Da Cloth crew is another example: He has been with me since the beginning and we have built our “brand” together. It is encouraging to see strong individuals in this industry who are not in it solely for personal gain. On YouTube as in real life, I love loyalty.

I’ll have to look up these names. I agree, that’s the worst thing about what we do. I encounter the same issue. But hey, what can we do, right? I value loyalty a lot, and that really frustrates me too.

Where do you see yourself, Paka, in the next 5 years? Will you keep doing this until you die? Have you ever felt like quitting?

Paka: Yes, after losing my big channel, I was angry, and it took me a few years before I created another one. But I’m too passionate to stop. I’ll stay in hip hop until I die. As long as I’m able to use a computer, I’ll keep uploading good hip hop juice to YouTube!

If someone is looking to start a page similar to yours, what advice would you give them? This includes how to approach and deal with artists, as well as the mindset they should have going into it—not only to achieve success but also to run a channel tastefully and gain proper respect.

Paka: Be passionate and avoid spreading yourself thin for the sake of earning more money. Establish an artistic direction and stick to it, even if it means missing out on a few donations. The channel will then earn merit as an authentic platform, steering clear of chasing money, trends, or superficial popularity. Stay true to your vision and don’t compromise your values for short-term gains.

You have the floor. Any last words you would like the readers to know before we go?

Paka: For my final words, I would say this: I’ve bared it all to answer your questions. I typically don’t talk about myself or share photos because it’s not about me—it’s about the artists who trust and support me. I know I’m a mystery to many. I hope to have enlightened the people who wonder who I am by answering your questions. However, this question-and-answer exercise doesn’t really concern me. I feel comfortable in the shadows, being a mere conduit for the music of the talented artists growing up alongside me.

Thank you for you’re time. I think this is the first and only Paka interview, unless Im unaware.

Paka: Yes, I’ve always refused, I don’t even know why I agreed with you. ha ha!

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