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Sway, not only being a truly talented rapper and strong producer, is also great at marketing himself. He has created his own world and the UK/urban audiences have bought into it bigtime. It’s a joy to see such strong packages come out and Sway’s “This Is My Promo” series showcase not only his scarily vast talent but also show his ability to market himself to almost fever pitch. If you like your hip-hop and you haven’t heard Sway’s name yet, you’re either not paying attention or you will extremely soon. This is a man destined for greatness, and when his first album proper “This Is My Demo” drops later on this year, you will need to be first in line to buy it. Especially when the trendies get a hold of him. Right, volume 2 then of the “This Is Promo” series is on first listen not as good as volume 1, simply because it seems to contain more titbits and snippets than volume 1, and by the end you can’t remember what it’s like to listen to a full length song. But on repeated listens, that ceases to matter, because you can hear the fun Sway is having simply by being everywhere. Also the CD contains songs that haven’t been aired before and won’t be as well as songs showing different sides of Sway. His reworking of the track he did with Secondson, “Photographer” is still sinister but a lot more clear in its conceit now, the track “Inna NME” with Caramac reveals a sombre side that is in stark contrast to Sway’s usual playfulness. There is also a lot more grime/soul crossover, which is good to hear. There are perhaps too many interview titbits but it’s nice to hear Sway on MTV Base. All in all, this is simply just an introduction to Sway’s world and one listen will have you buying into it hook, like and sinker. Sway is not only the next big thing, he’s headed for artistic glory and critical acclaim, the likes of which have only been bestowed on Roots Manuva thus far. Good luck to the man. I can’t wait for the album!
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Sway This is My Promo vol. 2 (mixtape)