Disney+ Turns 'Surveillant!' Into a Rap Track With Naza and Gradur
Updated: 6 days ago
TL;DR: To promote its French prison series 'Surveillant!', Disney+ turned the show into an original rap track featuring Naza and Gradur — an influence-led activation by Monks Paris built for a young, music-first audience.
A Series Becomes a Song
Disney+ has leaned on French rap to market 'Surveillant!', its prison-set series that launched in mid-September, commissioning an original track featuring well-known artists Naza and Gradur. The music push sits inside an influence campaign signed by Monks Paris.
Rather than a conventional trailer blitz, the strategy turns the show's world into a piece of culture people will choose to share, stream and talk about on its own terms.
Why Music Beats a Trailer Here
For a young, French, urban audience, rap is a native language, not an add-on. A credible track with real artists travels through playlists, socials and word of mouth in a way a paid trailer simply cannot buy.
It is content marketing in its purest form: the ad is a thing the audience actually wants. The series gets reach and cultural credibility; the artists get a platform; Disney+ gets attention money can rarely manufacture.
Marketing Minute's Read
The lesson is to market in the medium your audience loves, not the medium you are used to. Disney+ did not make an ad about the show; it made culture from the show, which is a far higher bar and a far better payoff.
For brands, the takeaway is to ask what your audience would genuinely choose to consume, then make that — a track, a game, a format — rather than defaulting to a spot. Authentic collaboration with the right talent beats celebrity endorsement every time.
Quick FAQ
How is Disney+ promoting 'Surveillant!'?
By turning the series into an original rap track featuring Naza and Gradur, within an influence campaign by Monks Paris.
Why use rap artists?
Rap is native to the show's young, French, urban audience, so a credible track travels through playlists and social far better than a paid trailer.
Who created the campaign?
The influence activation was signed by agency Monks Paris.
Don't make an ad about your show — make culture from it. Disney+ turning 'Surveillant!' into a track with Naza and Gradur is exactly that: the promotion is something people actually want to hear. Authentic collaboration beats celebrity endorsement every single time. — Daniel Nikolla, Founder of Merx Marketing
Market in the medium your audience loves: Disney+ didn't advertise its show, it made culture from it — and that's what travels.
When does a brand's music collaboration feel authentic rather than forced? We'd love your take.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: La Réclame, CB News, LADN, Disney France newsroom.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
