The "Ambassador of UK Rap" is back. Giggs' widely received lead single "Don't Go There" saw the South London rapper team-up with chart topper and Atlanta Native B.O.B. The two bridged the Atlantic gap, giving audiences a vivid portrayal of the harsh reality of growing up on the wrong side of the tracks. With his slow deep tone and unapologetic sound, Giggs' presence is one that can't be ignored. And with many UK MC's choosing a more 'pop' radio friendly root, this pretty much leaves him in a league of his own.
New single "Look What the Cat Dragged In" is a lot more upbeat than his previous material. It exudes a slight party atmosphere, due to its lively, up-tempo beat. But Giggs' raw style of rap means the song still has that gritty edge to it.
His debut album 'Let Em Have It' is one of the most anticipated rap albums in the UK, as it marks a turn in urban music. UK music audiences are now very receptive of home-grown urban talent, but we're yet to see a British rap artist – who sticks within the non commercialised Hip-hop genre – triumph at a mainstream level. And there's no artist who's more suitable than Giggs to be the first to do so.