How did you start out making music?
I started making music in school. We had a mini studio in our music block, so from 16 I was in there morning, break time, lunch time, literally any available moment. Back then we were using Cubase VST.
What inspired your latest album?
The latest album ‘Experience’ was inspired by my experiences funnily enough. My journey in the music industry so far and my journey as a man, so it is quite personal. But also this album explores my abilities as a musician and producer; I produced most of it myself. It is certainly an extension of me and my wild imagination.
What process do you go through in creating a track?
All types of madness, from being in the car listening to beats and having ideas, free-styling verses and hooks until I reach home or the closest destination to write the words down, to beat boxing into my phone and recreating the idea in the studio. I will always vibe on a track first, messing with melodies and flows and seeing what works best for the song idea. I need sprite, toasted hard o bread with butter. That will help me record.
Which artists influence your work?
So many, as an artist I like Common, Mos Def, Busta, Luda, generally artists that are not afraid to be different one project to the next. Mos Def captures that essence the most, every album tries something new and you can tell it is organic. As a producer, obviously Timberland, Ryan Leslie and Jay Dilla.
What would you say to someone experiencing your music for the first time?
I think I would just say open your mind sonically, you may not get something the first listen, but after a few spins it will grow. This album is very diverse and different, but still familiar.
What are your ambitions for your latest album, and for the future?
Top 40. Top 10. I would be very happy for that, just for the fact that me and my team have been working our butts off this year! [Shouts to 3Me and Enigma Designs] Plus my mum would be happy. For the future I want to work more as a producer for other artists and I think this album will showcase what I can do.
Which track means the most to you and why?
There is a track called ‘Waiting’ which means the most to me, probably my most honest moment in the studio, I actually shed a tear while recording it and left that emotion on there. I think a lot of people will relate to the message behind it. Plus it features my little sister on her singing debut.
What do you think you are personally bringing to the music game that no one else is at the moment?
I do analyze the industry frequently just to see what is out there and for healthy competition and I feel my contribution now is honesty and raw musical expression. I am not trying to do what is already out there. I make music I feel, so to make an album that sounds like another artist is just pointless. I’d rather be different and not make the top 10, then be a clone.
Since you began your music career, what has been your most memorable moment?
Most memorable moment was probably recording the video for a single I did called Fatal Beauty in 2006. It was a 3 day shoot and we drove back and forth to Wales on not much sleep but I’m really proud of that video because it was written in my flat on a cold Monday morning, so to see the story translated into a mini film was crazy.
Describe yourself in three words.
Focused, humbled and inspired.
What is the one thing about you that your fans would be most shocked to know?
There’s so many. I think they will be shocked to know that I will be singing on this album.
What would you say is the worst thing you have ever done?
Again there is so many. But seriously the worst thing I have done is to drive while drunk. That is the dumbest thing anyone can do.
In 20 years time, what would you like people to say about you and why?
He was a bloody brilliant man!
Good to Go is out now digitally on iTunes
Interview by Annika Allen