In 2008, Giggs created a freestyle that went onto become a street anthem. In 2009 he linked up with Mike Skinner, before signing a record deal with XL. In 2010 he will release his major label debut album and basically in our (and a lot of others) opinion, he’s gonna blow the f**k up! interview by Rajveer Kathwadia studio images by Jake Green location image by Simon Wheatley

We, like many others, first came across Giggs thanks to his now legendary Talkin Da Hardest freestyle about a year and a half ago, though to be fair he had been grafting on the mixtape circuit long before that. Since then we’ve watched as he’s not only won over the streets, but also the media, who at first tried their damned hardest to silence the hard talking Pecknam native and his harsh truths about coming up in the ghetto. Once his live shows stopped getting shut down by the police, and radio and TV couldn’t deny his talent anymore, the names came calling. With a respected following in America where he picked up a BET Award, the rapper has won over the grime scene and worked with Wiley and Skepta amongst others, released the critically acclaimed single Slow Songs with Mike Skinner and inked a deal with the forward thinking XL Recordings. With the album written, recorded and ready to go, we talk to the south London spitter abut what 2010 has in store…

What is this, the third, fourth interview you’ve had with us?

Fifth, sixth…(laughs).

In that time we’ve seen you go from shotting mixtapes by hand to being signed on a major. What’s the journey been like for you?

I’ve noticed the progression. It hasn’t been easy. There’s been a lot of blocking so when I do progress, I just think to myself ‘Flipping hell it’s about time.’

Yeah, you used to have a lot of your shows shut down by the authorities, and your songs weren’t being played on the radio and the TV, but you’ve overcome those obstacles. What are things like now?

Yeah everything’s cool now.

Really? So no new hurdles?

No problems yet. We’ll see, but right about now it’s a clean slate so I dunno yet. Everything’s gonna start soon with the video, the single, the album, so if you hear or see those things then I guess there’s no problem. Otherwise I’m back to square one.

You mentioned the first single with B.o.B, and the video for that is getting a lot of love right now.

Yeah cos obviously the song’s called Don’t Go There and the bottom line of the song is if you don’t know what’s down there, then don’t go there. So obviously B.o.B’s talking about it and I’m talking about it, so I wanted to get both hoods in there; his hood and my hood and I wanted to show that everywhere is the same and that everyone goes through the same struggles everywhere. You can’t see the difference.

How did you link up with B.o.B, who’s signed to T.I.’s Grand Hustle label?

It was just when we were in Atlanta networking. Made a few links and that was one of them. I’m out there regular.

It’s quite a hard, gritty song so was there any thoughts or notions to tone it down for the label and the mainstream?

Nah it’s cool. Everything’s bless. That’s one of the main reasons I went with XL. They just love music. Good music’s good music down there. There’s no watering down anything. And you know me anyway; I’m not gonna do that even if people told me to.

How about in terms of your day to day? Has being with a label changed that much?

Not that I can see. I’m still working as hard as I can.

We saw your promo pic with the heart on the contract as you signed. What was that all about?

Just showing that I’m putting my heart in it, and in everything I do. Throw in a bit of humour as well.

What can you tell us about the album Let ‘Em Have It?

It’s just straight forward. I’m just gonna give it to ‘em. They want it so I’m just gonna ‘let ‘em have it’. I’ve finished it now as well.

How does it differ from your first album Walk In Da Park?

The last album was obviously a classic. It was just a greezy thing. This one’s more about my life now; how I had to fight to get my way through the industry. It’s harder for me to make it in music cos of where I’m from. Then obviously you’ve still got that classical greeze for the real fans.

You once referred to those tracks as ‘nutcase music’ to me.

Yeah there’s a couple of them songs on there as well (laughs). There’s also a lot of songs talking about my journey from when I was a kid all the way up until now. I don’t know what’s gonna come next. The intro starts where Walk In Da Park finished. Cos on there I was talking about ‘Let’s see what happens with this release.’ So now I know what happened so I can pick up from there. It’s a deep explanation of everything that’s going on. It’s a lot more mature, a lot more grown man stuff.

We’ve got yourself as our No.1 artist to look out for in 2010. Is there anyone who has caught your attention who we should keep an eye out for?

Nah I’m just focusing on me right now. I’m not even gonna lie to you man, I’m not watching out for anyone else. I’m just trying to do what I’m doing and open up that door for the UK rap scene. I’m not even interested in anything else right now. It sounds ignorant but it’s just the truth.

Any hopes or ambition for the year?

I just wanna do what I’m doing; like our music and where we’re coming from and smash the game the same as everybody else. Make good music and sell good music. That’s the main thing. And create an official scene out of what I’m doing cos there’s loads of other people out there that’s doing it as well, probably better, but there’s no scene for their talent which needs to be recognised.

We’ve noticed you’ve been going hard on Twitter recently…

Before I was like ‘F**k that s**t’, and [manager] Jack used to write my tweets for me, but then one day I got addicted and I was just banging them out. I wrote something, someone messaged me back and I was like ‘Rah’ and I just started going in. I have noticed on Twitter though, that a lot of man ain’t got girls. They’re proper lonely. Twitter makes me laugh.

We especially liked your tweets about La Roux.

She goes in! I f**k with that s**t. [sings] ‘I’m going in for the kill…’

How about a collabo with her?

Yeah I’d work with her.

Cos she’s known to be…

Is she a gangster b***h?

…she’s been known to be a bit negative towards certain artists.

[Archie shouts out:] Like Tinchy.

Yeah? That’s up to her innit. I heard she likes me though.

So you’re definitely up for working with people outside of your usual comfort zone, then?

Yeah course man. Not right now. I’m just doing my ting. Obviously I’ve got a few collaborations on the album like Mike Skinner, Shola Ama, B.o.B, but apart from that everyone thinks they’re too nice. Or they don’t wanna work with a criminal. If people wanna work we can work innit, but I’m not gonna be kissing everyone’s arse. F**k that man, I’m talented the same as everyone else. I’m not gonna be running anyone down cos that would just be selling myself short. We should just come together and work.

Maybe you could go for a dessert with them? We know that you’re a big fan of desserts. Anything you’ve tried stand out recently?

Toffee apple meltdown from Pizza Hut! That is ‘ard! Apple pie with toffee in it! F**king hell. But they’ve only got them in Harrow Road for some reason.

You love Pizza Hut init?

Nah, I f**k with Papa John that is ‘ard.

If all goes well with the album, are we gonna see you eating in places like Nobu and The Ivy in 2010?

[Looks at me in disgust] What you think I don’t go to those places already? Innit Jack, we go in? The other places are just takeaway cuz.

Yeah? Which places have you been going to?

You can’t ask me my spots. Anyone whose been on a business trip with me will know. When it comes to food though America goes in. I’m always eating over there and I don’t even eat much. They’ve got THE desserts over there. Proper portions as well.

You also said once that you would prefer to sign a deal in America cos that’s where the money is, and also cos they’re used to dealing with an artist who makes music like yourself. Does that still hold or have things changed?

The more I went over there I learnt that it’s not much different to over here, everyone’s basically doing the same thing and nothing’s the way it seems so I might as well just do it at home. Though I would like it to be more like America’s concerned where everyone can just make the music they’re making and actually get somewhere. Over here it’s like you have to ‘do this’ to get anywhere and that’s what I’m trying to change right now… but it’s happening now.

You also give a lot back to the area you grew up in, in terms of jobs, opportunities and hope. Would it be difficult to leave all of that behind?

That’s what it’s all about; making the hood a better place and not leaving it. There’s a lot of love down there. I’d never leave the hood. If I can do what I’m doing right now in the hood then why do I need to leave it?

In the past you’ve been reluctant to accept your position as a role model, but as your status has grown has your opinion changed? Do you want kids growing up saying ‘I wanna be like Giggs’?

Yeah I want them to think that. That’s the main thing I’m trying to do now. It’s become more of a mission. I’m not trying to be a role model, I’m just showing there’s another way out. Yeah I do want people to say ‘I wanna do what Giggs is doing’ and forget violence and shotting, but there’s other things you can be doing like people around me are doing. You’ve got mans doing the clothing thing, people making beats and engineering, cameramen and that. Everyone can do different things out of it. It’s all about changing the hood and what everyone thinks about it.

The single Don’t Go There Ft. B.o.B is out 21 February and the album Let ‘Em Have It is out in April. Sn1giggs.com, Twitter.com/sn1giggs and MySpace.com/trapstargiggs

Tags: Cover Star, Giggs, Hip Hop, Interviews