The video contains clips from Cench’s tour of the UK and Europe, which saw him perform in cities such as Hamburg, Berlin, Paris, Brussells and British cities like Manchester and London.

Included in the video are moments from his show at the O2 Arena in London last week on Thursday April 24, where the West London rapper brought out a selection of special guests, including Skepta, Asake, Sexy Redd, Shallipopi, D-Block Europe, Lil Baby, Dave, Kamal, Chy Cartier and more.

The track sees Cench reflect on both the environment he was raised in and his incredible rise to fame: ‘Tryna pretend they don’t know who Cee is/like anytime I get on the mic, it don’t cover a hundred regions/Sweden, Norwegian, New Zealand, Australia, Arab, Armenian, even Asia and Indonesian”

His long-anticipated album ‘Can’t Rush Greatness’ was a success upon its release in January, not only topping the UK charts, but becoming the highest charting release for a UK rapper on the Billboard 200 in the US, peaking at No. 9.

DEBUT ALBUM
CANT RUSH GREATNESS, 24th JAN 2025https://t.co/pJk5UFWj3w pic.twitter.com/o40D51rWaR

— Central Cee (@centralcee) October 31, 2024

The release was met with positive reviews. Clash Magazine commended the album’s reflective nature, writing that “It’s refreshing to hear the more introspective, human side of this artist, peeking behind the facade of this colossal hitmaker.”

As well as dropping his new video, Cench has been confirmed today to join the bill for Skepta’s 2025 Big Smoke Festival. He will appear alongside grime royalty such as JME, Frisco and Chip, as well as newer artists on the UK scene such as Chy Cartier and Jordss.

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In a press release, Skepta spoke of his excitement for Central Cee’s addition to the festival: “Cench is undeniably dominating the UK rap game at the moment. It’s both an honour and privilege to add him to Big Smoke’s line-up.”

Skepta will be headlining the festival himself on Saturday for a grime/hip-hop set, whereas he’ll be returning to the Sunday stage under his his Más Tiempo label for a DJ set of dance music.

You can visit the official Big Smoke website for tickets and other details here.

1. The Weeknd – ‘Hurry up Tomorrow‘

The artist’s sixth studio album, and his fourth record to achieve the number one position. This is the album’s first week on charts, as it was released on January 31. His previous Number 1 albums include second studio album ‘Beauty Behind The Madness‘ released in 2015, ‘After Hours‘ released in 2020 and ‘Dawn FM‘ released in 2022. According to the artist, this is the final album to be published under The Weeknd pseudonym.

2. Central Cee – ‘Can’t Rush Greatness‘

‘Can’t Rush Greatness‘ the London-born artist’s debut album and it was released on January 24. It peaked at number one last week, its opening week, making it the rapper’s second project to achieve the position. The record also features appearances from Young Miko, 21 Savage, Dave, Lil Durk, Skepta and Lil Baby. In April, the artist will be starting a tour with stops all over the UK and Europe.

3. Sabrina Carpenter – ‘Short n Sweet‘

This week marks the album’s 24th week charting in the UK, and ever since its release in mid-august, ‘Short n Sweet’ has not left the top five. It previously peaked at number one for two non-consecutive weeks, and it is Carpenter’s second album to chart and first to achieve the position. ‘Short n Sweet‘ recently won the ‘Best Pop Vocal Album’ category at Grammy awards; furthermore, the American artist will soon embark on the UK leg of her tour, currently completely sold out, playing two nights at London’s O2 Arena.

4. The Weeknd – ‘The Highlights‘

The artist’s second album on the top five this week, it previously peaked at number two and has spent 209 weeks on charts, being also named one of the most popular records of 2023 and 2024. The album is a collection of the singer’s greatest hits, who has collected 57 top 100 songs in his career.

5. Ed Sheeran – ‘Mathematics Tour Collection‘

The collection was released in late September and includes the songs played by Sheeran on his record breaking Mathematics Tour. It previously peaked at number one, making it the artist’s eight album to achieve the position, and has currently spent 19 weeks charting in the top 20, 17 of which in the top 10.

The West London rapper released his debut album eight years after his first releases, a career journey marked by eight Top 10 singles, two EPs, six MOBO Awards, and now a No.1 Album. In his track ‘No Introduction’, he reflects that he’s “been on the grind” preparing for this album, a persistent effort that has clearly paid off. 

The 17-track record is a deep dive into the Rap genre, showcasing themes of success, struggle, violence, and love, while offering personal insights into his life before and after fame. Cench’s rise mirrors industry trends where artists achieve stardom at unprecedented speeds, fuelled by social media and viral hooks. He has become renowned for his skill at capitalising on social media’s appetite for catchy, trend-setting music with tracks like ‘Doja’ and ‘Commitment Issues.’

The album features collaborations with notable US rappers, including 21 Savage on ‘GBP’ and Lil Baby with ‘BAND4BAND’, showcasing his ability to break into the American rap scene and establish himself on a global stage.

Yet, he remains loyal to his British roots, which shapes the narrative of the album through tracks like ‘Limitless’ in which he discusses UK gang culture and its lasting impacts on him, even after attaining material success.

One of the most talked-about moments from the album comes from the track ‘5 Star’, where he raps, “I felt like a p**** when I went to the BRITs and they gave the award to a guy called Aitch.” This lyric sparked controversy and a swift response from Manchester rapper Aitch in his bold and witty single, ‘A Guy Called?’

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Beyond the album’s success, two tracks – ‘GBP’ and ‘CRG’ - have soared into the UK Top 10 Singles Chart, with ‘Truth in the Lies’ closely following at No.13.

The album’s impact extends to the 2025 BRIT Awards, to be held in March, as it has earned nominations in three major categories: Song of the Year (‘BAND4BAND’), Artist of the Year, and Best Hip-Hop/Grime/Rap Act.

To commemorate this milestone, he celebrated with a signature rose gold edition of the No.1 award, a recurring motif throughout his album campaign.

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Ultimately, Cench’s No.1 album certification cements the album’s impact on UK and Global Rap. With successful singles, iconic collaborations, a diss track that sparked controversy, and a worldwide tour, this No.1 achievement is the crowning moment in a career-defining week for Central Cee.

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Boardmasters itself first launched in 1981 as a surf competition before shifting into a full-scale music festival, making it one of the most unique events on the UK festival circuit. Held across two locations, Fistral Beach, where world-class surfing competitions take place, and Watergate Bay, the main site for music performances. The festival offers a combination of action sports and live music that attracts thousands of festival-goers each year. Over the years, it has hosted some of the biggest names in music, including Florence + The Machine, Gorillaz, and Kings of Leon, while still staying true to its surf and skate cultural roots.

Kicking off Friday, first headliner RAYE has had a monumental rise over the past few years, cementing herself as one of the most exciting artists in the UK. After breaking free from major label constraints, she took full creative control of her music, leading to the release of her critically acclaimed debut album ‘My 21st Century Blues’. The album saw her explore deeply personal themes while showcasing her ability to blend R&B, dance, and soul influences effortlessly. Tracks like ‘Escapism’ and ‘Oscar Winning Tears’ became huge hits, solidifying her place in the industry and the charts. 

The Prodigy will be bringing their high-energy, genre-defining electronic sound to Boardmasters, promising an electrifying performance that closes the festival on Sunday. With a career spanning over 30 years, they remain one of the most influential acts in electronic and rave culture. Their iconic tracks, including ‘Omen’, ‘Breathe’, and ‘Smack My B***h Up’, have shaped the landscape of electronic music, inspiring generations of artists. Even after decades in the industry, The Prodigy still deliver some of the most intense live performances, complete with pulsating bass, immersive visuals, and an energy that never fades.

Saturday’s headliner Central Cee has quickly become one of the biggest names in UK rap, gaining worldwide recognition for his unique blend of drill, melodic hooks, and sharp lyricism. With chart-topping hits like ‘GBP’, ‘Doja’, and ‘Commitment Issues’, he has carved out a distinct sound that continues to push the boundaries of the genre. His recent collaboration with RAYE on ‘Moi’ saw him experiment with UK garage influences, proving his versatility beyond drill and rap. Central Cee’s rapid rise has made him one of the most in-demand artists for festivals, and his performance at Boardmasters will undoubtedly be a crowd-puller. 

Beyond the headliners, the festival boasts a incredible supporting lineup featuring a mix of indie, pop, electronic, and rock acts. London Grammar, Nelly Furtado, Wet Leg, Kaiser Chiefs, and Krept & Konan are just a few of the names set to perform, ensuring a fantastic weekend of music. 

With such a strong set of artists, Boardmasters 2025 is shaping up to be one of the biggest editions of the festival yet. From RAYE’s emotional and genre-blending performance to The Prodigy’s intense electronic anthems and Central Cee’s hard-hitting rap, the festival promises something for every music fan. Against the backdrop of Newquay’s beaches and surf culture, Boardmasters continues to solidify itself as one of the UK’s most exciting festivals, offering a perfect mix of live music, summer energy, and unforgettable performances. 

Tickets have already gone on sale and information can be found here. 

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The tour will kick off with a European leg starting in Oslo. Throughout April, Cench will travel across Europe before heading to the UK, stopping in cities such as Hamburg, Berlin, Amsterdam, Milan, Paris, Brussels, Birmingham, Manchester, Dublin, London, and Glasgow.

The UK Tour Dates are:

April 18 – Birmingham

April 19 – Manchester

April 24 – London

April 27 – Glasgow

On May 2, the London rapper will head over the the US with his first show in Portland, Oregon. From Portland, he will perform in cities across North America such as Seattle, San Francisco, Houston, Detroit, Chicago, Atlanta, Toronto, Brooklyn, Boston, and finally Montreal on June 1.

After touring North America, he will head down to Australia and New Zealand. 

The ticket pre-sale will open at 10am on Wednesday (January 29) with subsequent sales throughout the week. The general ticket sales on Friday (January 31) at 10am, UK tickets are available to purchase here.

The tour supports his recent debut album ‘Can’t Rush Greatness’  – released with Columbia Records and his own label CC4L, the album has been eight years in the making. It features transatlantic collaborations such as ‘BAND4BAND’ and ‘GBP’ as well as collaborations with UK Rap legends Dave and Skepta. The album focuses on the contrast between his life before and after fame with intertwined themes of success, struggle, violence, and love.

The track ‘5 Star’ sparked controversy over the lyric “I felt like a p**** when I went to the BRITs and they gave the award to a guy called Aitch” and prompted a response from Aitch in the form of the single ‘A Guy Called?’

The bold, assertive response discusses Aitch’s win at the 2023 BRIT Awards, accuses Cench of using ghostwriting, and discusses his social media presence. The verses are packed full of witty wordplay which creates a lyrical dialogue between the pair’s releases as Aitch responds to Cench’s claims with shots like “You just mad ‘cause you can’t beat me” and “Bringing the BRITs up two years later, f*** my life, you should go live yours”.

In addition to these releases, Cench took to livestream with PlaqueBoyMax to record a new song titled ‘24 Hours’. He recorded in a custom red British telephone box, a nod to his London roots, and the song has since been released on streaming platforms.

Despite this tour being his first, Cench has performed at numerous festivals which has contributed to his growing international presence. Notably he performed at Glastonbury on the Other Stage in 2023. His set featured popular tracks like ‘Doja’ and ‘Obsessed With You’ but the highlight was when fellow UK Rapper Dave joined him to perform their record-breaking ‘song of the summer’ ‘Sprinter’.

Additional to Glastonbury, he joined Lil Baby on stage at Rolling Loud to perform their single ‘BAND4BAND’ and has played global festival including Clockenflap Festival 2024 in Hong Kong and Wildlands Festival 2023 in Brisbane.

Central Cee’s world tour marks a significant milestone in his career, showcasing his rising global influence. From Europe to North America and Australia, the tour promises to bring his dynamic performances and viral songs to fans worldwide.

He recorded in a specially made red British telephone box that Max unveiled as his “custom booth”. Over a smooth, R&B-tinged drill track, the west London rapper performed a speedy, introspective verse. Since going live, the song has been released on streaming platforms.

His bars had some words for his opposition – “I don’t wan’ hear man rap, Alexa play next track, I know they’re nerds.” He also reminisced on how far he’s come, rapping “I slept on the floor at my auntie D’s, now look at the screen, now I’m on TV.”

Cee has just released his debut ‘Can’t Rush Greatness’ via his label CC4L and Columbia records. The album features fellow British artists like Dave and Skepta, as well as a handful of US guests like Lil Durk, 21 Savage and Lil Baby.

The record has been met with critical acclaim, with reviewers noting Cench’s openness and refreshing observations on fame. The Independent called it a “smartly produced debut, which sees him switching between macho posturing and surprising vulnerability.” The Guardian said, “The album’s central topic is very familiar – the disparity between the rapper’s pre-fame and post-fame life – but his take on it is intriguingly original”

One stray shot on the album has ignited a feud with Mancunian rapper Aitch; on the track ‘5 Star’, Central Cee sent a subtle dig, rapping “I felt like a pr*ck when I went to the BRITs they gave the award to a guy called Aitch.”

Responding within a couple of days, Aitch dropped “A Guy Called?” – a scathing diss on a dark drill instrumental, with bars aiming at Cench’s authenticity, writing ability and relationships.

Sending shots about Cee’s image and social media presence, the ‘Taste (Make It Shake)’ rapper said “I can’t lie though, it’s makin’ sense ’cause we like your fit pics more than your bars,”

Also questioning whether he pens his own verses, he claimed “All your songs get wrote by Clint, in the booth, one mic, two c**ts”.

PlaqueBoyMax himself has been wrapped up in a beef with NY drill artist Fivio Foreign. Both Max and Fivio have been trading disses over social media.

Their dispute started earlier in January when Fivio and fellow Lil Tjay appeared on PlaqueBoyMax’s livestream – when the two started smoking weed, Max asked them to stop so they wouldn’t set off the fire alarm. The rappers then decided to leave, and Fivio soon uploaded a diss track calling out Max, as well as fellow livestreamer Kai Cenat.

Central Cee has a few noteworthy events scheduled this spring – nominated for multiple MOBO and Brit awards, the ‘BAND4BAND’ emcee also has a show scheduled at the London KOKO on January 30 to honour his debut dropping. You can read more on that here.

‘5 Star’ is the second song from Cench’s debut album ‘Can’t Rush Greatness’ (released on January 24), showcasing the London rapper’s reflections on his career. With his signature rapid-fire delivery over drill-inspired beats, Cee describes his rise in the music industry, from his struggles and success to his evolving perspective on fame. 

The introspective track begins by referencing Cench’s iconic ‘Mad About Bars’ freestyle in 2020, where he boldly stated “Should’ve known you can’t rush greatness”, inspiring the album’s title. He also touches on his public relationship with influencer Madeline Argy and his early struggles, rapping “Previously it was crime that paid, but now, I get by in a righteous way”. These elements form the core of his album’s narrative.

In the track’s most talked-about verse, Cee recalls the 2023 BRIT Awards, where Aitch won Best HipHop/Grime/Rap Act: “I felt like a p**** when I went to the BRITs and they gave the award to a guy called Aitch.”

This marks the second time Cee’s named the 25-year-old rapper in his music, building on his 2020 track ‘Molly’, where he compared their early careers with “Man said 21 with a mill/ I need the same deal as Aitch’s.”

Aitch’s win at the BRITs was met with mixed reactions, as some felt other nominees – like Stormzy, Loyle  Carner, Dave, and Central Cee – had a more impactful year than him. This was even more surprising as the latter two’s single ‘Sprinter’ was one of the biggest songs of the year globally and became the first UK Rap track in history to spend 10 weeks at No. 1.

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Hours after ‘Can’t Rush Greatness’ dropped, Aitch posted a story of a cartoon contemplating pressing a button on his Instagram, hinting at new music only a week after his latest release. By 4 p.m., he released ‘A Guy Called?’ – a sharp diss track targeting Central Cee’s credibility, musical talent, and personal life. 

The fiery and assertive song opens with an audio clip of Arsenal footballer Declan Rice announcing Aitch’s 2023 BRIT win. He sets the tone of the single with the line, “Influencers, they ain’t contenders, jump in the booth for something to do,” mocking Cee’s reliance on TikTok to boost his popularity.

Aitch’s verses are packed with clever wordplay, directly responding to Central Cee’s claims and creating a lyrical dialogue between their releases. For example, in response to Cee’s boast, “I’ve got more money than all of my elders even though they’re twice my age” Aitch counters with witty retort “You got more money than all your elders, lucky for me, I’m younger than you.” He also takes aim at Cee’s broader discography, including the single ‘BAND4BAND’, with “We can go bar for bar, BRIT for BRIT, punch for punch.”

Regarding his wider discography, throughout the track Aitch accuses the London-based rapper of using ghostwriters, naming his collaborator Clint419, founder of CORTEIZ clothing, and referencing Clint’s alleged racist tweets. 

Not holding back, Aitch mocks Cee’s social media presence and claiming he “ain’t scared of man with his hair in a bun.” He dismisses Cee’s diss entirely with, “You just mad ‘cause you can’t beat me”, before advising him to move on, rapping, “Bringing the BRITs up two years later, f*** my life, you should go live yours.”

The track ends with a direct rebuttal to Cee’s “a guy called Aitch” line, declaring “P*****, you know what my name is,” followed by a sample of Cee’s song ‘Molly’, emphasising the rivalry’s history. Aitch’s final line speaks directly to Cench, “Listen, just remember this, yeah? I made millions of my rapping ability/ You made millions of capping and imagery,” underscoring his calm confidence.

If the only response from Cench towards Aitch is an Instagram comment, then that’s acceptance of defeat. pic.twitter.com/9YzKR4uqEB — aRaYMeDiA (@aRaYMeDiA) January 24, 2025

For fans expecting a drawn-out lyrical battle akin to Drake and Kendrick Lamar’s infamous exchanges last year, Central Cee’s only response was a lighthearted comment on Aitch’s Instagram post, suggesting the rivalry may be more playful than personal.

This long-awaited project follows a period of immense growth for the London rapper, marked by eight Top 10 singles, two EPs, and six MOBO Awards. Thus, the anticipation surrounding this album is reflected in the lyrics of ‘No Introduction’, where he states “Won’t lie, I been on the grind”, hinting at the years of preparation leading up to this release.

BBC Radio 1 and 1XTRA DJ Kenny Allstar suspects this was the rapper’s plan all along. Reflecting on the fast-paced nature of the modern music industry, he marked: “[Central Cee] understood we’re in a singles market. Let’s call it ‘fast food music’. The younger generation, they’re not always ready to sit down and listen to a whole in-depth project because we’re getting so much music at such a rapid rate.”

Kenny suggested that Cee’s been strategically “biding his time” to build momentum until “fans are ready and gagging for the project, the album.”

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This release not only highlights the dominance of singles in the market (particularly with the TikTok-driven era, which Cee has become renowned for leveraging) but shows that despite this, there is still a space for albums in today’s industry. While hit singles are key to expanding an artist’s reach, an album cements this fan base by allowing listeners to connect with artists on a deeper level.

As music journalist Daisy Carter noted: “With the rise of streaming people can flick between individual songs in a way that they never used to be able to when they were just buying records. But the album format is a way for artists to really execute an artistic vision and tell a story.”

For Central Cee, the story he conveyed through the 17-track record is one that resonates deeply within the Rap genre: the stark contrast of his life before and after fame. The album opener, ‘No Introduction’, sets the stage for this narrative, exploring his whirlwind transformation since his first hit in June 2020. Throughout the album, confident and high-energy tracks like ‘BAND4BAND’ are juxtaposed with introspective moments on songs like  ‘Now We’re Strangers’.

This depiction of fame, achieved at an unprecedented pace, reflects a larger trend in the music industry. Artists like Sabrina Carpenter and Chappell Roan have also experienced meteoric rises, aided by social media’s ability to allow worldwide streaming and foster direct connections between artists and fans.

Part of Central Cee’s global success is due to his ability to break into the American rap scene, evident from his three platinum singles in the U.S with ‘BAND4BAND’, ‘Sprinter’, and ‘Doja’. This album further emphasises his international appeal, featuring more collaborations with American artists than British ones such as No.6 on the UK Single Chart ‘GBP’, a collaboraiton with Atlanta’s 21 Savage.

Despite this, Cench remains deeply tied to his British roots, guiding his narrative throughout the album. Addressing the challenges of UK gang culture in songs like ‘Limitless’, he demonstrates that this issue continues to affect him despite his immense success.

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Tracks like ‘CRG’ and ‘Ten’ anchor the album in the UK’s Rap and Grime scenes. ‘CRG’ sees Cench and Dave reflecting on fame and their ascent in the industry, a collaboration which has previously shattered records with ‘Sprinter’ and promises much more to come. Meanwhile, ‘Ten’ pairs grime pioneer Skepta with the young rap champion, their signature smooth flows highlighting the pair’s similarities despite their generational differences.

The final track, ‘Don’t Know Anymore’, serves as a poignant conclusion to the album offering a rare glimpse into Cee’s personal life. In this deeply introspective piece, he reflects on his upbringing, mental health challenges, and the burdens of fame, admitting “I get more money, more problems now, I had less to worry ‘bout when I was broke.”

TRACKLIST pic.twitter.com/QxqOCyYoLR — Central Cee (@centralcee) January 21, 2025

Overall, ‘Can’t Rush Greatness’ balances moments of self-reflection with bursts of high energy intensity. Bright snares and kick-heavy beats provide a cohesive foundation, though this consistency occasionally causes tracks to blur together. This creates a stark contrast between the record’s moments of stylistic experimentation and Cench’s signature sound. The album weaves together themes of success, struggle, violence, and love – often through a lens of objectification – offering fans a deeper understanding of the globally acclaimed British rapper.

Rather than sparking his career, Central Cee’s debut album solidifies his international fame, offering a chance to reflect on the evolving music industry and its evolution with technology.

they’re out in the world now… who’s your big winner for BRITs 2025? pic.twitter.com/slX7UeEbpw

— BRIT Awards (@BRITs) January 23, 2025

In the Album of the Year category, Charli XCX’s ‘Brat‘ will compete against The Cure’s ‘Songs of a Lost World‘, Dua Lipa’s ‘Radical Optimism‘, Ezra Collective’s ‘Dance, No One’s Watching‘, and The Last Dinner Party’s ‘Prelude to Ecstasy‘.The Artist of the Year nominees:

• Beabadoobee
• Central Cee
• Charli xcx
• Dua Lipa
• Fred again..
• Jamie xx
• Michael Kiwanuka
• Nia Archives
• Rachel Chinouriri
• Sam Fender

For Song of the Year, contenders are Artemas’ ‘i like the way you kiss me‘, The Beatles’ ‘Now and Then’, Charli XCX’s ‘Guess‘ featuring Billie Eilish, and Coldplay’s ‘feelslikeimfallinginlove‘. The Group of the Year category features Bring Me The Horizon, Coldplay, The Cure, Ezra Collective, and The Last Dinner Party.

Song of the Year nominees:

• Artemas – i like the way you kiss me
• The Beatles – Now And Then
• BL3SS x CamrinWatsin (feat. bbyclose) – Kisses
• Central Cee (feat. Lil Baby) – BAND4BAND
• Charli xcx Ft Billie Eilish – Guess featuring billie eilish
• Chase & Status / Stormzy – Backbone
• Coldplay – feelslikeimfallinginlove
• Dua Lipa – Training Season
• Ella Henderson (feat. Rudimental) – Alibi
• JADE – Angel Of My Dreams
• Jordan Adetunji – KEHLANI
• KSI (feat. Trippie Redd) – Thick Of It
• Myles Smith – Stargazing
• Sam Ryder – You’re Christmas To Me
• Sonny Fodera / Jazzy / D.O.D – Somedays

The Best New Artist nominees are English Teacher, Ezra Collective, The Last Dinner Party, Myles Smith, and Rachel Chinouriri. Myles Smith has already won the Rising Star Award for 2025 as it is traditionally announced ahead of the main Brit Awards ceremony. This allows the winner to be celebrated in the lead-up to the event and often gives them the opportunity to perform during the ceremony itself. International Artist of the Year nominees include Adrianne Lenker, Asake, Beyoncé, Billie Eilish, and Taylor Swift.

‘GBP’ is the first major collaboration between London’s Central Cee, or Cench, and Atlanta’s 21 Savage, blending their respective musical influences into a seamless, fluid track. 

Cench brings his signature melodic flow, introspective lyrics, and catchy hooks – which have a history of catapulting to global, viral sensations such as ‘Doja’ and ‘Sprinter’. Savage complements this with his relaxed, gritty delivery and sharp wordplay with lyrics such as “Latex gloves, I’m on a drill, watch ‘em fall, Jack and Jill”. 

Throughout the track, both rappers reflect on their humble beginnings and the challenges they’ve faced. Lyrics like “So distraught, we were broke as hell, well, until we broke the law” highlight their shared ability to turn personal struggles into compelling narratives. The single weaves themes of ambition, resilience, and success, central to the Rap and Hip-Hop genre, with clever metaphors such as “That’s GBP, the price go up if it’s USD”.

It also delves into topics of loyalty and cultural identity with Central Cee referencing UK rap culture through “Red carpet in my trackie and Air Max, they want a boy with a London style”, hinting at his viral moment at the 2022 British Fashion Awards. Meanwhile, Savage adds his iconic swagger, referencing his “Internet beef” with Soulja Boy with “Better watch your words, I’ll get you X’d ‘bout the s*** you tweet (On God)”. 

This interplay highlights Central Cee as a pioneer for UK rap. Following his performance of ‘BAND4BAND’ Atlanta’s Lil Baby at Rolling Loud Festival last year, ‘GBP’ cements his position as a trailblazer for transatlantic rap collaborations.

The music video reinforces this narrative with striking visuals, including a British flag serving as a symbolic backdrop and recurring red cars that subtly nod to London’s iconic red buses. The video not only complements the song’s themes but also emphasises the importance of music videos in the industry – enhancing storytelling and increasing global visibility. Additionally, the integration of bold and creative fashion, an industry closely linked with Hip-Hop culture, demonstrates the evolution of modern rap aesthetics.

With the release of ‘GBP’, Central Cee and 21 Savage delivered a standout collaboration, bridging two distinct rap cultures through music and visuals. As Central Cee prepares to release his highly anticipated debut album, ‘GBP’ offers an exciting glimpse into the innovative direction he is taking.