Londoner by birth and wordsmith by trade, Sincere has been doing the industry rounds and this year is set to see him detonate. Fusing his passion for American rap and British underground artists, Sincere is just about to release his brand new single ‘Deja Vu’ and is ready to hit the tour circuit with fellow Londoner Rita Ora.

For anyone oblivious to you currently taking over the blogosphere, would you introduce yourself?

My name’s Sincere and I make some pretty awesome music. I’m a rapper born and raised in London and I love fashion almost as much as I love music.

At what age did you begin to have a passion for music, both writing and performing?

I was about 14 when I first realised I wanted to make music. The first thing I wrote was a verse to House of Pain’s Jump Around. People liked it when I showed them so that gave me even more enthusiasm to continue making music. In terms of performing, the first time I got on stage and heard everyone cheering when I finished I knew I was hooked for life.

Where was your first live gig?

My first live gig was in Hackney in a venue called Chats Palace. I was in a group at the time so I didn’t feel as nervous as I do sometimes now stepping on stage alone. I’ve come along since then to being about to support Wretch 32 on his first nationwide tour. I’ve rehearsed for hundreds of hours to the point where I feel like it’s my second home when I’m on stage.

You’re heavily inspired by American rappers. Who were your biggest influences when growing up?

First of all Biggie Smalls, 2Pac and Nas, then later on Jay Z and early Cash Money/Lil Wayne records. Now my American influences merge from Kanye West and A$AP Rocky to Andre 3000.

You’ve collaborated extensively with various underground artists, but if you could collaborate with any other arti

win men Capture His Heart.

st (dead or alive) who would be your first choice?

Bob Marley, because he made music that inspired people to be better and he wrote from the heart. I listen to him a lot now and I’m still amazed this his music still sounds better than anything being made today. I get the same feeling when I listen to Sade.

Your new single ‘Deja Vu’ showcases that you’re very experimental in sound, from the club sounds with elements of grime. Are you constantly trying to reach new spectrums with your sound?

I’m always trying to reach new spectrums and merge genres in my music. I feel every artist should bring something new to the table and take the listener on a musical journey.

What can we expect from the album?

Expect to hear something you’ve never heard before. My aim is create something unique and special and move hip hop culture one step further. It’s my debut album so there will be some very personal moments on the records. Production-wise it will be very futuristic and inspired by the different kinds of music I listened too growing up from house to drum & bass.

How do you remain so relevant in such an oversaturated industry?

To be honest I just remain myself and stay inspired by everything I see and hear around me. I often go to art galleries and fashion shows to stay inspired.

You also have your own fashion line with XYE. How important is image to an artists career?

Very important. Look at Kanye West or Lady Gaga, they both make very different music but both have very strong images which their fans can connect with.

Finally, what else can we expect from you for the remainder of the year?

You can catch me touring with Rita Ora in late August and early September, and look out for the follow up to Deja Vu coming soon. The album is scheduled for mid next year.

sinceremusic.net / @sincereartist

Words: Shane Hawkins
Images: Luc Coiffait


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