Setting An Example

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.”