The track has been heavily rotated on radio and the video is doing the same on TV, having already gathered over 150,000 views of one video alone (there is this particular one which is taken from Wiley’s own Youtube channel, there are then two more videos courtesy of Universal and Island records’ Youtube channels).
The unique production is courtest of Chew Fu, who fuses Electro, Drum & Bass and Grime to create an edgy up-tempo platform for Wiley to step up a level, Wiley sounds as comfortable and in his zone as ever, Wiley’s lyrical delivery is Grime, sounding like he has a point to prove, whereas the structure itself is more suited for a commercial audience. A clever anthem, as well as a much needed approval to end the year with after this years chart domination from fellow Grime rooted artists Dizzee Rascal, Tinchy Stryder (who makes a cameo as Wiley refers to stryderman in the song) and Chipmunk, Wiley is more than an emcee, he has created a legacy in regards to UK urban music, with many strongly beleiving that Wiley should have been where Dizzee Rascal is a long time ago, however everything happens for a reason, each artist has their position, While Dizzee Rascal plays his role in diluting if not ending stereotypes, Wiley has helped build a large family of talent, continously bringing through new artists, such as recent Number 1 chart topper..Chipmunk, Tinchy Stryder has always been tipped for success by Wiley himself, therefore I beleive many do not give Wiley the respect and acknowledgement he deserves, those who feel that he has fallen off, should listen to the lyrics clearly as he is speaking to you.
Wiley has stepped up the work rate and this is the first single from his forthcoming album, he has a new record deal, a new motivation it seems and definitely expect quality new music for a man who will forever be known as a pioneer in defining a sound that the UK can call their own.
The video, like the song is unique, it is has a dark essence to it whilst mixing lighting and colour to maximize effect and emphasis, the effects work well and overall Take That possesses an epic element, a track certainly deserving of support especially from the UK, if this record makes it to number 1, it will bridge the success of this year with the success to come in the next one.