Craig David’s Back

Yup, the British soul prince is back! After a brief rest, Craig David’s definitely swinging once again with his new album Slicker Than Your Average.

Born May 5, 1981 in Southampton, Hampshire, England, Craig emerged in late 1999 on the UK soul and R&B scene. His first hit was the smooth and soulful Artful Dodger’s club smash "Re-Rewind," and quickly followed this up with a series of solo hits such as "7 Days," "Walking Away," and "Human." David’s songs paint compelling portraits of young people experiencing life’s passions while struggling to come to terms with doubts, pain, and volatility ushered in by adulthood. In the process, Craig David introduced himself as of the post-millennial moment—a talented singer, a genuine storyteller, and the consummate master-of-ceremonies at an all-night bacchanal set to his own bpm design.

At 18, David became the youngest British male to score a #1 hit when his debut solo single, "Fill Me In," entered the UK charts in the top spot in March of 2000. His second single, "7 Days," likewise entered the charts at #1, as did "Born To Do It" upon its summer 2000 issue. However, this success was not achieved overnight. Craig had been writing lyrics for a number of years already and by the age of 14 had already appeared as MC on pirate radio and in local clubs. He had also begun a successful DJ career —a move that had brought him into contact with Artful Dodger’s Mark Hill.

So what’s up with one of the most sought after artists in the new millennium? You all have probably heard the sexy and funky new song "What’s Your Flava?" by now by the gorgeous British artist.

The sound of an older and wiser smoothie, this album combines hip-hop, pop, electronica, and rock, producing a unique style of music which is truly Craig David. One of its highlights (a collaboration with Gordon Sumner, better known as Sting), "Rise and Fall," is a haunting song about the dangers brought about by fame and fortune. Slicker Than Your Average has 13 tracks. Craig David describes the album thus: "It’s a clear progression showing a deeper side of me. It is also a distinctive blend of soulful vocals and infectious grooves."

The music video for "What’s Your Flava?" was shot on location in Prague, and was directed by Little X. It features David in a re-creation of one of his favorite tales, the fable of "Willy Wonka and the Chocolate Factory." Like the book and movie versions on which the storyline is based, the video traces the journey of four "contest winners" visiting a mythical mastermind (played by David) for a guided tour of his factory. But instead of candy, guests in Craig David’s world are treated to a guided tour of a music factory—with cages full of cash, lush purple bedrooms, and "Oompah-Loompah" girls dressed in white cat-suits with orange Raybands and sunglasses.

So is Craig David really Slicker Than Your Average? What does Craig think about what people say about him? He just wanted to have one seven-minute song that gets it all off his chest.

Where does he see himself 10 years from now? He replies, "Hopefully, I’ll be an established artist worldwide." But isn’t he one already?