UK hip-hop artist Sway is smashing a shining sports car of daring talent into the UK’s grinding, explosive grime scene. His sweeping synths and irony-loaded lyrics are a trademark, defiant stamp on the material of his contemporaries. Working with industry leviathans like Akon and Flux Pavilion, Sway is speeding his way to the top armed with fast cars, fast beats, and fast thinking.
In his latest project, he’s working with purveyors of new music talent Topman CTRL, bringing an unprecedented but fresh perspective to its listeners.
What made you decide to take part in Topman CTRL?
Well they approached me, and I’m a massive fan of Huw Stephens. I think I decided to do it because I think it’s a demographic of people who wouldn’t normally necessarily listen to my music. It’s a great opportunity to make my mark and introduce myself to new people.
A big part of Topman CTRL is about emerging talent…how do you discover new acts?
Usually through social networking mediums like Twitter. I have a lot of links in the industry. Like if someone like Professor Green tweets something, I trust their judgement and check it out.
What do you think of the UK music scene right now?
I think it’s incredible. There’s such a great synergy between all of us as artists. In the US you don’t get that, it’s a lot more competitive, but here we all have respect for each other. I released some stuff in 2008, and so much has changed, social networking has changed things so much. So social networking can provide a sort of validation then?
Validation’s definitely the word. I tweeted people like Lewis Hamilton, and he tweeted me back…it’s amazing to get support from such successful, young black men. UK music is now at the forefront of the charts, and UK urban music has its own thing going on, which is really exciting.
Going to any festivals this year?
I’m did Hackney Weekender for Radio 1 on Sunday, which was such an honour because it’s such a huge event! Doing stuff like that is so inspirational and makes me feel really good about my music. It’s great to have a gradual success, because you know people have stuck with you and have genuine respect for you.
What’s your favourite track right now?
Gotta be Fast Cars by Tracey Chapman. I have moments where I put that track on and it gives me a real positive energy. She’s an amazing lady with an incredible voice.
Throughout June, Sway was Guest controller at Topman Ctrl and joins Huw Stephens in the search for the best music and content from the web and beyond. Top find out more head to the Topman Ctrl Feed here