Example is rapping again.
He says: “After my deal with Ministry of Sound ended after 3 albums, I signed to Sony. The Sony execs and I then spent a lot of time overthinking and talking about what “direction” I should be going in, but not much time releasing music. So as soon as we broke up, amicably, I decided to set up my own label via AWAL/Kobalt. I just wanted to keep things simple and do what I love doing – big club bangers which tell a story”.
Which he did – 2018 he had ‘Show Me How To Love’ cement itself as an anthem alongside his other big room dance classics. Then 2019 saw the unstoppable ‘All Night’ reach 25 million views on youtube and get played in clubs around the world. This was followed by more no nonsense bangers ‘Click’, ‘Do It So Well’ and ‘Sun Hits Your Eyes’. But now he’s gone back to his roots. 2007 saw the release of his debut album ‘What We Made’ on Mike Skinner’s short-lived The Beats label. The cheeky lad-rap provided no hint indication of what was to come later with global dance anthems like ‘Kickstarts’, ‘Changed The Way You Kiss Me’ and ‘We’ll Be Coming Back’. He enjoyed so much success, on a global scale, making EDM, House, Dubstep and Trance, he thought he’d never return to his rapping roots. But never say never…
After 2019’s ‘Bangers & Ballads’ project, Elliot thought that that would be his last full length player. But COVID-19 hit and suddenly he was facing a year of canceled gigs and no creative outlet. He sat in his car and recorded a rap freestyle about the current state of the world. It received 100,000 views and 1,000 comments on his instagram in 12 hours with many people asking for more of the same. So, over the next 6 weeks, he made an album. A rap album. Not an album just about isolation but a 15 track journey in every style of hip hop that covers self-help, the love for his wife, the music industry, suicide, fatherhood, Boris Johnson, confinement with a loved one, partying too much… In a slight reference to the ongoing world crisis he called it ‘Some Nights Last For Days’. He called longterm mates Professor Green and P Money for hard hitting verses, Calvin Harris sent him a beat for the title track, and he reached out to some indie pals for collaborations in the form of Rationale and Love Fame Tragedy. The end result serves as a timeless soundtrack for right now but also a playlist for the ages.
Australia, New Zealand