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London based MC Example first caused a bit of a stir last year when he put out ‘Vile’, an answer record to Lily Allen’s ‘Smile’ written from the perspective of Lily’s publicly dissed ex-boyfriend. It clocked up radio airplay from Jo Whiley, Zane Lowe and Chris Moyles – whilst its accompanying video, featuring an impressive array of sock puppets was all over the internet. Three singles down the line and he’s starting to get more recognition for his work. His first two singles for Mike Skinner’s label The Beats were ‘What We Made’ (an anti-nuclear energy song) and ‘You Can’t Rap’ (a self-deprecating track about being white and from Fulham and trying to make it in Hip Hop: “don’t be stupid/you won’t get that far/turn your back on Hip Hop bruv and go and play guitar”) It was his last single ‘I Don’t Want To’ that gained him the most attention however – a track that recounts a one night stand that ends with somewhat undesirable consequences.
The fact that Example has tackled such a variety of subject matter over three singles bodes well for what we can expect from the album: “I always try and do something different with a song and be original. I cover all this different stuff on the album - everyone writes about relationships and I want to put a different spin on it. I can write whatever mood I’m in, 70% of my songs are humorous and upbeat because I’m generally happy but there are more serious songs as well.”
He expands on what to expect from the album musically: “It’s a Hip Hop record basically. It’s traditional, sample-heavy. I didn’t want it to sound old school, I wanted it to be quite fresh and new. I think it’s a Kanye West style production with a Beastie Boys vibe. I was trying to do something different because everything’s just sounding the same and boring and it’s just the same shit quite frankly. I always read theses interviews with rappers – and I don’t want to name names – but they say ‘yeah, I’m doing this and it’s different…’ and I listen and it’s just the same shit. I think ‘it’s the same as your last records and it’s the same everyone in your scene’s doing’. It’s bullshit.”
We ask after that critque of the current Hip Hop scene what artists he currently identifies with. He says nobody: “I don’t think there’s anyone really doing what I’m doing”. He does tell us who his idol is though: “My big idol is Will Smith. Everyone slated him but he had tunes like ‘Summertime’ and even with ‘Men In Black’ everyone was humming it. And it was about hooks and the chorus and trying to be entertaining. And he always had great videos.” It’s a fair point although perhaps not coolest rapper of choice. But then that reflects Example’s own goals: “I don’t want to be a mega-credible Hip Hop artist. I want to appeal to everyone.”
In his quest to appeal to everyone Example has supported an eclectic list of artists that include Get Cape. Wear Cape. Fly., De La Soul and Hadouken! “The fact that we can support someone like Hadouken! and win over the crowd is quite a big thing I think. But we’ve got a drummer, a bass player and decks so it’s not like just a couple of rappers on stage. We’ve got more of a band-y feel. Although I’m a rapper we’re not a hip hop act. I think it will take people a while to realise that.”
He continues about his quest to reach the mainstream: “I read a review last week that said I was the male Lily Allen which I found quite ironic because I did that cover of her song but that is what I’m aspiring to really. I want to be seen as a Pop artist, not as an alternative Hip Hop act. I want to be popular and sell a lot of records.”
One of the few rappers to have truly crossed over to become a mainstream Pop artist is The Streets. What’s it like having Mike Skinner as a boss? “It’s a bit of a non-event really. I can see him a couple of times in a week or go weeks without seeing him. Sometimes we’ll have a really good chat or he’ll be quiet and focused on the new album or the live show. He’s a lovely guy but he’s not the reason I signed to The Beats. I signed because of the whole team and because I knew they’d give me creative freedom”
What qualities do you think the artists on The Beats roster share? “All open-minded. UK rappers don’t have a real grasp of what it takes to get successful. If you talk about UK rappers that have been successful you’ve got The Streets, Dizzee Rascal, Kano and maybe Plan B. That’s four artists which isn’t a lot. I think with The Beats everyone has an understanding of what it takes and wants to appeal to different markets and have good live shows and good songs and a good brand.”
“I think when Mike looks at what artists he’s going to sign it’s not necessarily about being the best rapper – though I think Professor Green is the best rapper in the country – it’s about having something to say and how you can tell a story.”
Example certainly excels in using his lyrics to tell stories. He also knows his way around a killer chorus. It remains to be seen whether he can reach the dizzying heights of his idol Will Smith but one thing’s for certain: he’s got the tunes.
