His somewhat analytical approach to maximising his reach is surprising, but looking at the results it’s hard to argue. He’s on the cusp of said tour across the pond, as well as earning features across a multitude of underground publications, as well as the BBC and The Guardian. All the while being about as active as he’s ever been on radio, stopping by Rinse FM not only as an MC, but for a rare DJ set too.
“I’m running a campaign so my job is to be in as many places as possible. Before this, I wasn’t up for popping up on radio and everywhere, but for awareness for ‘Jackuum’ I like to be everywhere, that’s stage one.
“BBC from the beginning has been there, in hand with pirate stations, until pirate kind of faded. For me, it’s more about other things. It’s never so far-fetched that people talk bad about you, so to have people talking good, that’s good. I just like when things are more ‘in your face’.”
Despite possessing one of the most distinguished and pointed voices in the UK, the MC is measured in his discussion, outlining in detail what he considers success, with a clarity that transcends even the weakest phone connection.
“When things happen, I want to feel the vibe,” he pauses briefly for emphasis. “I don’t want to just hear it, I want to feel it. When I put out a song, I know it’s doing well when I step out of my house and the first thing I hear is someone telling me, ‘Bro, I love that song’. Everyone’s just aware of it. I’m proud of all achievements together.”
The positivity in his tone is as clear as the fast-paced punchlines littered throughout ‘Jackuum’. Despite working within such an intense and often moody genre, Double has always been the one to bring out the smiles at the rave. He pairs that same intensity with a lighthearted undertone, something he continues to do as he discusses the freedom he had in putting together his latest project.
“It’s a good time to be independent and I’ve grabbed it by the horns, it’s a nice situation. I’m just happy that I can do what I want to do. There are other situations where I’ve noticed that people aren’t doing what they want to do; even down to this photoshoot today. When I looked at the clothes that they had for me, I was thinking, ‘Rah, this isn’t for me, some of this isn’t me, I don’t wear these shoes or this coat’, and that’s because I’m me. If I wore that outfit I wouldn’t feel like me. If you’re in control of your vision it could be sicker.”
Without being asked, he continues on about his style and clothing and somehow swings it back to music, as only he could.
“No one’s wearing what I wear. I might wear a bright yellow suit… When I’m in the shop I will pick that suit and people will pass realise it’s sick. I know what’s looking sick before it’s looking sick.
“There’s mild looking sick and then there’s bright sick and I’m cool with that mild, I can look suave. I am very experimental. I know what I’m on, we need to know what we’re on.
“I feel like the world today doesn’t know what they’re on, like it’s your job to follow. Like it’s not your job to come up with a new genre of music like we came up with dubstep, funky house, garage and all these genres. It’s not even a UK thing now. For me, Afrobeats is not UK-based in terms of the UK core that you hear and you feel here. When I hear it I feel like I’m in the Caribbean. It’s just a little cycle that we’re going through at the moment; I respect it and I respect everything people are doing, but you can’t give me a new look unless I’ve certi’d it.”