May 04, 2017 | By Petah Marian
Big data meets consumer insights. Experience WGSN.
Dec 17, 2016
The holiday season is here, a time for reflection and excitement for the year ahead. To help you take stock, reminisce about the good times, and get excited for 2017, for the entire month of December your WGSN global editors are cutting through the noise to deliver you, our “WGSN #ICYMI” rundown.
It’s a rundown of the coolest most viral moments of the year, the most innovative ad campaigns, plus the sites and sounds that should be on your radar now, so that come 2017, you can say, ‘oh I already knew that was going to be HUGE this year’.
If you are a Londoner like me, Grime music is what defined your club experience, starting off with Wiley (the godfather of Grime), dancing to Dizzee Rascal’s Boy in da Corner album and more recently getting so excited about Stormzy becoming a global worldwide name.
But for me this year, it was all about one man, Skepta. With his upcoming documentary about to drop called ‘Greatness Only‘ (check out the trailer here) and the stellar year he’s had so far – winning the Mercury Music Prize, Skepta is a name that should be firmly on your radar.
Also, for a Londoner, seeing Skepta go global is fantastic for the scene, there used to be a time when Grime club nights were shut down for being too ‘urban’, but now Skepta has fashion campaigns with mainstream brands like Uniqlo and Levi’s – that’s one hell of a journey for the music and his personal brand.
And the best bit about Skepta’s stellar rise,is that it proves slow and steady wins the race. From grinding away in his bedroom to playing raves that got shut down, to being the face of a fashion campaign, Skepta’s journey has been so inspiring for him and the rest of the UK Grime scene.
If you want to find out more about the evolution of this music scene, check out this brilliant book by Hattie Collins on it. I’m hoping for another copy of it under the tree this holiday season.
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