It’s difficult to imagine British rap music without Giggs. In 2016, with the Peckham rapper hotter than ever off a string of incredible guest features, you can hear his influence whether you’re a grime kid or your bumping the latest road rap.
Equally, the scene has never been healthier. The possibilities are broader, and artists have more freedom. Labels are no longer calling the shots, and compromising for a chance at chart success is becoming a thing of the past. Right now people want that hard s**t, and this is where Giggs finds himself right at home.
Proclaiming himself the Landlord with his new album which drops this Friday 5th August, he intends to prove this – with his sole aim to go as hard as possible for the mandem.
While he runs errands and prepares for the release like a kid making final amendments to his Christmas list and putting the star atop his tree, we had a phonecall from the Landlord to discuss the new album and how it is to be Giggs in 2016.
How does it feel to finally be releasing this Landlord album?
I’ve been waiting for months to release it, so it’s a bit like Christmas really. I can’t lie!
You’ve been keeping this one really close to your chest, you haven’t been playing it to press – even your PR hasn’t heard it! Does that add to the excitement that nobody has heard it yet?
Yeah I just want everybody to be as excited as each other. Because everyone is a person whether you’re press or another artist. Even the artists featured on the album haven’t heard it, so I just want everyone to hear it at the same time, to enjoy the moment together, but not together.
With a big record like a Kanye West album we’re all part of a moment when everyone experiences that album for the first time. But it’s rarer that we get that over here…
When Drake’s album was coming out the other month – because albums are just dropping randomly now, man just drop them like “Album’s out.” But when his was coming out I remember everyone was excited for that day, I remember thinking “It’s feeling like f**king Christmas is coming or something.” And we rarely have that anymore, so it was good to bring that element back.
Compared to your other album releases, how is this one feeling? Are you more excited this time around?
Every album is exciting, I can’t really say one over another. To be honest I can’t really remember how I felt the last time, but I’m sure I was very excited as well. It’s always exciting, but in different ways. It’s different times. This one’s just about music. The other times I was with a label and I was thinking “I don’t want to let them down.”
This time it’s just straight music, I don’t give a f**k about all that. I just want man to say “This CD’s hard bruv!” And that’s it. It’s just for the music, nothing else, not chart positions or whether it’s going to sell. I just want people to listen to it and say ‘Nah, man is murking!” You know them ones?
That brings to mind that Kano line on ‘Endz’ where he says “This won’t chart, that’s for certain, But I know that Giggs will say that I was murking.” – How did you feel when you heard that?
That’s just the way we talk. Like ‘Nah, your murking that cuz.” So there’s not really any feeling, it’s just like, “Yeah for real, man’s just got to be murking!”
I just thought that was such a personal song, and he names you specifically as the one that he wants to impress…
I didn’t even look at it like that you know! Rah. I more looked at it like, he knows that I’m on to him!