THE VEVO global Ctrl series highlights the work of hard-hitting, cutting-edge musicians making an impact in today’s music scene – both emerging and established and has featured some top tier names, but it’s the most recent episode with Dizzee Rascal which has the Vice President, Content and Programming, Vevo London, even more excited than usual.
The exclusive short film and performances titled after his new album, Don’t Take It Personal, is an extended interview piece which sees the east London artist visit significant locations that have inspired him or meant something to him over the years.
Starting at Bethnal Green’s Slider Cuts barber shop, he sits in the chair for a trim to discuss his latest endeavour.
“You called your album Don’t Take It Personal. Why?” asks the barber, ‘Because we live in a very sensitive time where everyone’s getting upset about everything that ain’t got shit to do with them’” Dizzee laughs.
“When people disappoint you in life you feel like they’ve done you dirty or whatever, a lot of the time it’s not necessarily about you, it’s about them. If you do take it personal, that will take you down a road that’s…unproductive.”
In the piece, he talks with collaborator D Double E, who he credits with teaching him how to emcee.
On the ride over, he expands on this legend status, saying, “At the time, I don’t know if I would describe myself as an innovator – I was just trying to work with what I had. Because if we’re being truthful here, my sound came from not having.
“I didn’t have all the big bits of equipment that would have allowed me to make the popular music of the time, whether it be pop music or even garage since they used samplers in those times.”
The interview transitions into a roof-raising performance of What You Know About That in the Vevo ctrl studio featuring D Double E and JME.
As the song concludes, viewers are taken into an arcade as Dizzee and JME discuss how they started making music, the ups and downs of the industry and the benefits of going against the grain.
It soon transitions to Dizzee’s final ctrl performance of You Can Have Dat before showing him behind the scenes and looking towards the new album and the future.
Dizzee explains: “I think with this new album, I wanted it to be fun. I kind of started it with the flow, went with the flow for whatever sounded good with the beat. I feel it’s definitely something I needed to make…self-exploration, diving deeper into music.”
As for the future, he said: “What’s next for me? I just can’t wait to get this new music out there and then move on to the next one. I won’t wait four years next time.”
Claudia De Wolff, Vice President, Content & Programming, Vevo London said: “We’re excited to extend our Ctrl series into a documentary-style short film that highlights the musical history of this incredible artist.”
She added: “As longtime fans of Dizzee Rascal, the team was thrilled to be able to work with him and add this narrative element to sit alongside his Ctrl performances.
“His impact on music has been nothing short of monumental, his influence can be heard through so many artists today so it’s great to be able to really unearth his story with this piece.”
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