By Terence Elliot-Cooper / @terryec91
In the current climate of homogenising ‘urban’ music in order to make it acceptable for the radio waves (and to sell Mercedes Benz’), South London rapper Giggs has an unmistakable voice. His flow is also unique, and he brings that same slow, laid back and cool style which we heard on his previous albums to his latest, When Will It Stop?
The first single to be released from the album is, (Is It Gangster) Yes Yes Yes, a lively, upbeat track which benefits greatly from production by Mark Ronson. Organic sounding drums and piano backing make it a highlight of the album. Coming For Me, is an honest account of Giggs’ 2003 arrest for firearm possession, and it is told over a suitably gritty beat. Giggs’ honesty and realness is what sets him apart from other rappers; some may say that he has emulated his stateside counterparts, however he has stripped it of money-flashing arrogance and stuck to rapping about what he knows, his experiences living in Peckham.
Mr Kool is another track which boasts brilliant production, and features the accomplished US soul singer Anthony Hamilton. Giggs continues his tradition of sourcing excellent artists for features, with Styles P providing a verse on What It Gets Like, and long-time rapper collaborator Ed Sheeran singing on Play It Loud. Sheeran provides typically emotional harmonies however the tune doesn’t feel at all as if Giggs has compromised any of his characteristically hard bars. Best Pussy is somewhat of a letdown on what is otherwise a good record; its one of those which lures you in with the beat until the chorus, an offkey repetition of ‘she’s got the best pussy’. Breathe is a highlight however, a nice soulful sample underneath solid verses, an example of what Giggs does best.
Giggs is unfortunate in that he bares the brunt of the industry’s prejudices; his London concert last week was cancelled by the police, and his album signings in Westfield and Kingston this week were also cancelled, but ever true to his resilient personality, he turned up outside the venue with pen at the ready for his fans.
When Will It Stop is out now on XL records.
