As a statement of intent, Products displays exactly what it is that Sway does that makes him so special. Within the space of one song he dissects the violent culture that has grown up around hip hop in recent years ("But when you're doing rapping Charlie, seems to take a shooting or stabbing to go platinum") and juxtaposes it with the politics of street culture in inner city London.
He also finds time to riff on how the English are viewed abroad, ponder the difficulties of going it alone (Dcypha being the label he created to get himself heard), and forms a beautifully realised paean to the city that he grew up in. He manages to do all of this without cussing once. Something of a freakish occurrence in today's hip hop culture. His scattershot delivery is lightning quick, the backbeat a laid back solid groove, and then there's an amazing reggae tinted chorus featuring El Rae which recalls the approach of LSK.
Mike Skinner is forever being touted as the poetic voice of Britain's chav culture. Sway dumps the Burberry cap in the bin, ignores the geezer posturing, and heads down the library. This is music with a brain, a spine and a conscience. If you need any more convincing, consider this: he recently pipped the likes of 50 Cent in this years MOBO award for Best Hip Hop Artist.
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