His philosophy may well have changed after latest single 'Don't Go' topped the charts last weekend, but it's one that remains fully intact for his debut album Black and White. Born and raised in Tottenham, it also serves as a fascinating insight into a world that sparked the recent UK riots that most of us know little about.
The most telling and observational of which are standout cuts 'Forgiveness' and 'I'm Not the Man', the latter a reflection on growing up in an area of civil unrest - which saw his father involved in the town's riots of 1985 - set against his bold shift into the mainstream charts.
Elsewhere, the club-friendly rhythms of lead singles 'Traktor' and 'Unorthodox' are rarely reproduced in favour of powerful lyrics - the result a careful balance between the usual rap-pack braggathons and genuine emotion that shows, demure persona aside, he could talk most of us under the table with ease.
Tracks to download: 'Traktor', 'Don't Go', 'I'm Not The Man', ' Never Be Me', 'Forgiveness'
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Watch the 'Don't Go' music video below: