Interview: Example > <

Wed, Dec 9 2009

Example: Leading By His Own...

Interview: Example - Leading By His Own

If you haven't already heard about West London rapper, stroke punch line genius, Example, you need to escape from under that soundproof rock. Looking at the playlist over at Radio 1, Example 'Watch the Sun Come Up' - his catchy dancey current single, is fittingly receiving heavy rotation, once more making him a fast favourite with DJs up and down the country.

The former UK hip hop rapper and garage MC has been making fun, upbeat music across different fields for over five years. He's probably best remembered, though, for his work with good friend, The Streets frontman, Mike Skinner. Having signed to Skinner's label, The Beats, in 2006, Example released his fresh debut 'What We Made' back in 2007. There's been three flavoursome mix tapes since then too. All of which have helped make him an unsung hero in many a music enthusiast's eye.

Let's be sure about one thing, Example, or Elliot John Gleave as he's known to his English teacher, is not a gimmick musician. Honest and brave he's everything we want from a quintessentially very British artist. His dexterity to jump on what ever beat is banging, twined with his consumption of current but still faux pas topics like drug addiction, one night stands, binge drinking or climate change gives his music that common appeal. Whether it's taking the right royal mickey covering Lilly Allen's 'Smile' on 'Vile' or remixing The Streets 'Blinded by the Lights' or even simply tugging at your heart on 'So Many Roads' and 'The Nicest Thing' with Kate Nash, Example paints rebellious pictures with cunning wit, uplifting humour and swaggeringly slung slang.

And now finally, a clear homage that talent and hard work cordially pay off, it seems Fulham's finest is getting the props he much deserves. As we look to the new album, a self described "dysfunctional electro-pop" instalment, which is rumoured to see production from Chase & Status, Calvin Harris and MJ Cole, Rivmixx caught up with the man of moment to discuss his journey so far.

Rivmixx: 'Watch the Sun Come Up' is a brilliant single and has helped launch you into the spot light once more. But you've been making great music for a long time. What do you think of all the mainstream attention you're currently getting?

Example: "Yeah, I'm fine with it. I don't think its gone that crazy yet. I get noticed more and more but I'm not really into attention seeking when I'm just walking around London. I only seek attention when I'm on stage. So when I go out I wear a hat and don't make a fuss of the big hair (laughs)."

R: What does your mum think?

E: "She's watching all this unfold from across the globe in Oz. So really she only sees the success via the net and my family emailing her, 'Oh my god, Elliot is on the TV!'"

R: Do you think that, finally, people are really paying attention?

E: "Well there's been sort of a cult following for the first album and mixtape for three years now. Maybe cult is the wrong word but they are kinda die-hard fans and they enjoy the fact that my first album is like a little known gem. Some of them don't like the new stuff coz it's getting me more attention and they feel like it's not all exclusive any more. But other fans seem really happy I'm getting all the attention. Personally I just feel that the songs are better - lyrically, melodically and production-wise - that's always gonna get you more attention."

R: Was 'Watch The Sun Come Up' based on a true story? Explain please.

E: "Yeah but it was based on a fling in Norway a few years back, not in Ibiza like the song suggests. There's a lyric in there about taking the girl's glove as a souvenir, which is kinda weird coz the song and video are set in a hot country and the story's based on a very very cold night walking around in the snow in Oslo."

R: After the rush of attention around 'Me and Mandy' what would you say to people that think Example has been quiet until now?

E: "I don't think there was a delay. 'Me and Mandy' was self-released in May 2008 after The Beats record label finished. Then, in September, we put out 'Girl Can't Dance' as a promo. In January this year we released the 'Credit Munch' mixtape, which had over 250,000 downloads. Then 'Hooligans' came out in June and then 'Watch The Sun Come Up' in September. I call that non-stop song-writing."

R: You've quickly gone from being a garage rapper to a mainstream dance and pop artist. Are you comfortable in most genres of music, or is there one you feel more at ease with?

E: "Well I started with poetry and limericks as young kid, then it was all hip hop from about 11 'til I was 18, then it was all about garage for three years, then back to hip hop and now I'm just chattin' over whatever tempo I like. It's not about the genre, it's about how good a beat is for me."

R: You're current music and past mixtapes are riddled with dance riddim niceness. What's so exciting for you about the genre?

E: "I just prefer working with music that works well live. And for me there's only a few hip hop acts in the whole world who have great live shows - maybe Jay-Z, Kanye and Lil' Wayne. Mos Def is decent too. But there's about 50 great dance acts in the world who have amazing live shows."

example,

R: There's been a lot of examples (sorry) of your music over the years. If people are just tuning into you, what classic past stuff would you recommend they find?

E: "There's my first release on 12" vinyl 'A Pointless Song', that's pretty lo-fi UK hip hop. 'Loneliness Costs' is a personal favourite of mine. Check the 'We Didn't Invent The Remix' mixtape - that has some decent stuff on there, like 'Eyeballs Painted Black' and 'Fast Car'. We've also done some mad remixes people might not know about, like The Streets' 'When You Wasn't Famous' and my verse on Professor Green's 'Before I Die (Remix)'."

R: You're currently coming to the end of touring with Lilly Allen. How much of a massive party is that?

E: "Well there's still seven gigs left. Some nights were messy. Others were very OAP - i.e. tucked up in bed by 10pm."

R: What can't you do without on tour?

E: "Wet wipes, hair dryer, vitamins."

R: Is it true you once went to the hairdresser after taking mushrooms, and not the cooking variety?

E: "Yeah, how the f*ck do you know that?!"

R: What was that like? - Good cut?

E: "Don't remember much (laughs)."

R: The last single and the new track 'Won't Go Quietly' are both about obsessive relationships. What's you're biggest obsession at the moment?

E: "Strada pesto bread - unreal stuff."

R: You write a lot about relationships in your music too, what sort of girl turns you're head?

E: "Brunette, tall, tanned, SANE (laughs), sweet, good cook, amazing eyes, nice straight white teeth are all very important."

R: So to the new album, what can we expect? We sense it will be very different from your debut?

E: "Very, very different - hip hop, electro, disco, drum & bass, dubstep, garage. Lots of story telling."

R: Where can we catch you live next?

E: "I'm on tour with Tinchy in Feb and then my own tour in March."

Written by: Ali Raymond