Pride caught up with UK rapper Sway –the silver-tongued wordsmith who makes even Speedy Gonzales look hella slow. We spoke about the inspiration behind his new single ‘Level Up’, A-list collaborations in the pipeline and when we’ll finally hear that new album…
How did you come up with the concept for your new single, ‘Level Up’?
I was playing parts of my record for DJ Semtex and he was suggested doing a collaboration with one of the Dubstep lot, Flux Pavillon. I got in touch with him via Facebook, we made two records –one for his album and one for mine which was ‘Level Up’.
That sounds pretty easy.
Sometimes things come together without much effort and it was one of those situations. I was working on a different record and I wanted a male vocalist to be on it. Kelsey [who sings the chorus on the track] had driven the male vocalist to the studio. I recognised her from a few videos online, so I asked her to sing one line just to hear a female vocalist on it and then she worked instantly on the record.
So for people who don’t know, what does ‘Level Up’ actually mean?
The overall album is called The Deliverance so it’s got an overall inspirational tilt to it. When I was writing the record, I wanted to capture that certain feeling someone gets when they’ve made a progression in life within a song, so that’s why I chose that subject and those particular vocals. I wanted to personify winning.
What was the concept behind the video? Did you come up with it?
I sent out a brief to loads of directors. I wanted it to be about winning; I wanted it to be about progression; then when I got the treatment through from the video’s director Sheriden [De Myers] it was perfect. I even got Tubes from Soccer Saturday in the video! It took a few phone calls but we managed to get him down to do it.
You’ve had great feedback on the record so far, Zane Lowe called it the “hottest record in the world” and Lord Alan Sugar even tweeted about it. How did that feel?
Like anything is possible. My first single, [Still Speedin’] both Lewis Hamilton and Nigel Mansell tweeted about. Nigel tweeted that he loved it and he couldn’t believe that I rapped so fast. Off the back of that record I got to meet him and become an ambassador for one of his charities. When we were doing ‘Level Up’ I never thought it would have reached Lord Alan Sugar but someone was like, “check Alan Sugar’s tweet” and on Twitter he sent a link to the video and you know he’s quite tongue in cheek, he was like “this is clearly about me, is it even legal?” It was quite an honour because the views rocketed virtually overnight off the back of Alan Sugar tweeting about it.
Do you think you might team up with him on a track anytime soon?
Definitely not! I don’t think that’s feasible in his world, he needs to protect his credibility just the same way I do.
Would you ever consider doing a reality show?
At this point no. I just want to focus on releasing music the conventional way. Maybe later on in my career when I’ve exhausted the traditional methods I might think of doing maybe a TV show or reality show. My main agenda is getting my music out to as many people as possible right now.
When are going to hear your album The Deliverance and what can we expect to hear?
My album’s going to be coming out towards the end of this year. Features include Akon, Ed Sheeran…a whole range. It’s a positive, uplifting album. I’ve been through things in life, some positive, some negative but I just want to be an example of somebody who’s managed to maintain for a long period of time just through sheer belief, determination and willpower.
How do you keep your credibility as an MC yet still keep your music relevant, current and commercial?
I think the key is just to be true to yourself. At the end of the day, don’t make music to please others. If you’re trying to cater towards others’ tastes, then it’s not actually something that’s from the heart and it becomes very artificial and transparent. Personally when I’m in the studio, I don’t let a record out unless I’m 1000% happy with it. I’m a Virgo so everything has to be on point!
Who would you like to collaborate with that you haven’t already?
Funnily enough there are quite a few people I like but most of the people I would like to collaborate with I managed to. I always wanted to do a track with UB40 and I got to do one with [lead singer] Ali Campbell. It always gives me great confidence to know that anybody I want to work with, I can potentially.
Before the release of the album, what’s next for you?
I’m gonna get in one more single and then I will launch the album off the back of that –I’m just deciding what that single is gonna be so I can’t say too much about it.
Are we going to see you at any festivals over the summer?
Yes! Definitely. I will be playing at Wireless and at Radio 1’s Hackney Weekend so I will be about. The best place to keep up to date with what I’m up to is on Twitter @SwayUK
Sway’s new single ‘Level Up’ is out now on iTunes.
