Sway 'This Is My Demo' album

Charismatic emcee and producer Sway has spent 2005 taking the UK music scene by storm. He now enters 2006 and the next phase of his master plan by releasing ‘This Is My Demo’, his full debut album that proves why he’s one of British music’s hottest properties.

A master of his own destiny and truly self-made artist 23 year-old Sway, aka Derek Safo, is a man with a musical plan coupled with the talent and ability to back it up. He holds the crown of the rapidly expanding UK street mixtape scene having outsold all other contenders with his two acclaimed ‘This Is My Promo’ mixtapes. This success has seen him win ‘Best Hip-Hop Artist’ at the MOBOs, ‘Best Newcomer’ at the Urban Music Awards, and walk away with the ‘Best of British’ from Channel U Awards.

Sway’s game-plan has always been to independently release his initial trinity of key releases [the two This Is My Promo mixtapes and his full debut album] in order to retain full control, establish a fan-base and build his identity as an artist prior to signing on any dotted lines. Releasing through his own self-run Dcypha label, Sway’s proving that unsigned definitely doesn’t mean unsuccessful.

This Is My Demo is a triumphant and truly British cross-pollination of influences that showcases just what makes Sway so special. Encapsulating a plethora of ideas, originality and creativity, the album draws on a broad range of musical styles including hip-hop, grime, soul and pop to create a sound that matches the freshness and originality of Sway’s lyrics. Sway produces half of the 14 tracks himself, proving his natural abilities behind the mixing board as well as in the vocal booth. His witty flow and distinctive rhymes cover subjects as diverse as credit card debt [Flo Fashion], downloading music [Download], a child’s imagination [Sick World], city living [Products]. On one track Sway even goes as far as adopting the persona of a husband within a violent and abusive relationship [Pretty Ugly Husband].

Already one of the most eagerly anticipated releases of 2006, This Is My Demo will be released on 6th February, with the largely autobiographical ‘Little Derek’ single preceding it on 16th January. After the critical acclaim, awards and talk about Sway, his full debut album is now here to demonstrate just what all the fuss is about.

Ladies and gentlemen, welcome to the end of the beginning…

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Sway - This Is My Demo