Marchands d'sable literally translates to "sand merchants". This phrase is a clever and somewhat rare play on words in French.
It's a twist on "marchand de sable" (sandman), the mythical figure who brings sleep by sprinkling sand in children's eyes. Here, Stromae uses the plural "marchands d'sable" to refer to manipulative, deceitful adults who promise grand things (like the moon) but are ultimately superficial and untrustworthy, much like selling sand to someone who needs water. It's a unique and thought-provoking metaphor.
"Cheese" is built entirely around one instruction: smile for the camera. Stromae opens confused and almost overwhelmed, "Depuis qu'j'suis p'tit, j'n'y ai rien compris" (Since I was little, I haven't understood any of it), closing his eyes to pray without knowing if it changes anything. Then a teacher tells him to be polite, and to say "Cheese" for the photo, and the rest of the song is what happens to a face that has to hold that expression too long.
The line "Je souris, je sourirai, j'ai souri" (I smile, I will smile, I smiled) runs through every tense, like he's testing whether repeating it enough will make it true. He wants to laugh without the dark joke underneath it, "J'veux mourir de rire moi, mais sans sourire jaune" (I want to die laughing, but without a forced smile), and by the final minute the phrase has doubled into "Je souris, je sourirai, j'ai souris, je sourirai" (I smile, I will smile, I smiled, I will smile), repeated until it barely sounds like a word at all.
Paul Van Haver, known by his stage name Stromae, is a Belgian singer, rapper, songwriter, and record producer born in 1985 in Brussels. His unique sound blends hip-hop and electronic music, captivating audiences across Europe and beyond. Stromae rose to international fame with his 2009 hit "Alors on danse," which topped charts in several countries.
His 2013 album Racine carrée was a major success, featuring hit singles like "Papaoutai" and "Formidable," and selling millions of copies. Renowned for his artistic music videos and thoughtful lyrics, Stromae stands out as a creative force in modern Francophone music. He continues to innovate while drawing on diverse influences, from hip-hop to electronic and world music.