Craig David
After revolutionizing the world’s perception of urban music and emerging as one of the most innovative British artists in years, Craig David returns with his new album The Story Goes… to prove his success story is only just beginning. Recorded chiefly with long-time collaborator Mark Hill, The Story Goes… sees the pair going back to basics, refocusing their attention on killer melodies and striking lyrics. The result is a startlingly honest, soulful record where Craig’s personality and experiences take center stage. In taking time out from his career, he has rediscovered what moves him, what makes him get on the dance floor, and what has shaped the person he is now.
SLICKER THAN YOUR AVERAGE," Craig David’s much-anticipated follow-up to 2001’s RIAA platinum-certified Wildstar/Atlantic debut album, "BORN TO DO IT," finds the UK-based vocalist/songwriter returning with an effervescent and eclectic collection that simply cannot be pigeonholed. The album features tracks such as the tasty first single/video "What’s Your Flava?" and the gritty funk-infused title track, songs which combine elements of R&B, hip hop, electronica, soul, rock, and pop into an inventive, unstoppable new sound. From futuristic and hard-edged cuts like "Eenie Meenie," to poignant and powerful ballads such as "Personal" and "You Don’t Miss Your Water (’Til The Well Runs Dry)," "SLICKER THAN YOUR AVERAGE" raises the bar from Craig’s previous work, delivering his distinctive blend of soulful vocals and infectious grooves along with impeccable craftsmanship and a self-aware lyrical maturity.
"This album is a clear progression," David enthuses. "It’s important that I’m able to show a deeper side of me. It’s a collection of songs addressing a few different things that needed to be touched upon. People think I’m squeaky clean and have turned my back on the UK garage scene. Then people say I’m too R&B. This record is my way of saying ‘Let me be who I am,’ because at the end of the day, you can’t please everyone."
The 12 extraordinary expressions of David’s unique musical vision found on "SLICKER THAN YOUR AVERAGE" come courtesy of partnerships with a variety of ground-breaking producers, including innovative newcomers Marshall & Trell (known for their work under the Ignorants moniker, remixing such artists as Mis-teeq), Soulshock & Karlin (who have been hailed by Arena as "probably the best R&B producers in the world"), and Craig’s longtime studio collaborator Mark Hill, who spins the knobs on tracks such as the acoustic guitar-driven "Hidden Agenda."
"Being able to work with different producers represented a personal growth for me as well," explains David. "For me it was important to create material that would reflect what I’ve been doing for the last 18 months. The whole album needed to be different than ‘BORN TO DO IT PART II.’" One extraordinary aspect of David’s remarkable success has been the love and respect he’s received from his fellow artists. Among Craig’s fans are a wide range of pop music’s best and brightest, from Jennifer Lopez and Missy Elliot, to Elton John and Bono, who added a verse from David’s hit "Walking Away" into his performance of U2’s classic "One" at 2002’s Brit Awards ceremony. "As an artist, it blew my mind what Bono did," Craig says humbly, "but more importantly, it showed me that I have to keep doing what I’m doing and not stray from my path." With so many gifted friends to choose from, Craig decided to take the opportunity to join forces with one of his favorite artists. As he explains, "Collaborations need to be special, which is why the only other artist on the album is Gordon Sumner, better known to the world as Sting."
"Rise and Fall" is built around the haunting melody of Sting’s 1993 hit, "Shape Of My Heart." While David’s original intent was to simply incorporate a sample from the original track, Sting opted to lend his vocal services to the new recording. "It was one of the most surreal moments of my life," David recalls of the session. "I couldn’t believe that I was on one side of the mixing desk and Sting was on the other and we were discussing how to interpret the song." Introspective yet irresistible, "Rise and Fall" sees the legendary Sting offering encouragement and guidance to David on the perils and pitfalls of stardom and celebrity. "Sting comes in on the track as my peer," says David, "He’s actually telling me, ‘Watch it, I’ve had success and I can see what it can do. Remember who you are.’"
That’s sound advice for an young artist who has spent the past two years on a remarkable journey, going from Southampton housing estate to full-fledged international pop phenomenon. At the tender age of 18, David became the youngest-ever British male artist to achieve a Number One single when "Fill Me In" topped the UK chart back in March 2000.
His debut album, "BORN TO DO IT," went on to become one of 2001’s most popular and acclaimed releases, with sales now exceeding more than 7 million worldwide, garnering gold, platinum and multi-platinum status in over 20 countries. The album - which has sold more than 1.5 million in the US alone, spending more than 60 weeks on the Billboard 200 - featured two Top 10 singles in "Fill Me In" and "7 Days," plus a top 20 smash with "Walking Away."
David - who was featured on the covers of Vibe and Teen People’s annual "What’s Next" issue - made a variety of high-profile TV appearances supporting "BORN TO DO IT," along with countless radio festival performances and a critically praised SRO coast-to-coast tour. Craig has also racked up a stunning assortment of awards and nominations - including a 2001 Grammy nod for "Best Male Pop Vocal Performance," and a pair of MTV Europe Video Music Awards for "Best R&B Act" and "Best U.K. Act." Among his many triumphs, the "Fill Me In" video earned David two trophies at 2001’s Billboard Music Video Awards: "Best Dance New Artist Clip" and "Best R&B New Artist Clip." - Atlantic Records
