A masked rapper from Brussels with Congolese roots, HD La R first made a name for himself as part of the group New School before launching his solo career. At the end of 2025, he decided to remove his mask, a powerful symbol of his artistic identity, marking a narrative turning point in his career.

The strategy implemented aimed to broaden his audience and establish his new public image across both mainstream and specialised media. Alongside the announcement of his mask removal, we highlighted his three latest singles, thereby strengthening his positioning within the Belgian urban scene.

The campaign generated strong and diverse media coverage, with articles in La DH, Sudinfo and Paris Match, as well as features in major rap outlets such as Raplume and Midi/Minuit. Interviews and live radio sessions, particularly on Tarmac and BX1, further boosted his visibility, confirming his status as a key figure in Belgian rap.