UK MUSIC: SWAY – LEVEL UP

Rapper Sway is back with the new single Level Up which will be released on April 8th.

Level Up will get a lot of airplay on 1xtra and Choice FM because it has that mainstream feel to it. The youngsters will like it.

The Video – Those of you who watch Sky 1’s Saturday morning show Soccer AM will recognise resident funnyman Tubes all up in the video.

Your thoughts please…..

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Categories: UK Artist, Video

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10 replies »

  1. It’s ok …..nothing special in my opinion. But i do wish him much success. But me being who i am was really missing the Black presence in the video. I guess for me being a Black man i could never do it any other way. Sure having others in your videos is ok… But man…. I l was watching a Spanish station today…just enjoying the videos… But i noticed….they have all their people in their videos. Even the english ones as well. Why are we so …so wanting to be accepted… Or always reaching out to others…and they don’t reach out to us.. Well unless they want to use us….which happens a lot… Song not worth buying in my opinion …

  2. The single and video is just geared towards a mainstream audience. You have a Caucasian female vocalist singing the hook and just a few black faces scattered about in the video. The team behind Sway know what they are doing.

  3. @Cete you may think they know what they are doing. But aren’t Black people mainstream as well… Don’t sell us so short that is what offends me about this. Oh mainstream…means no Blacks…..BS… Why must we always sell out to make it… SMH

  4. Agree Moreno people have been pushing this mainstream excuse for way too long. Take a look at the charts its full of black male hip hop artists so Sway is already about as mainstream as it gets at the moment.

  5. Sacks…for me it just pisses me off how others discount us as if we don’t matter. Or what we think or do is just a fad… We are mainstream..hell we are the ones who really brought music to this world. It also saddens me that we as Black people sometimes discount ourselves. You would think that Sway had some kind of control over his career. That he was smart enough to say…hey wait a minute this don’t look like me. Or is he like many other Black artist ….all about the might dollar. And so much so that they will sell their souls to be on top. I think if you’re an artist and Black.. i’m speaking on Black because that is what i am….and don’t really care about the others in this case. There comes some responsibility for what you put out… and you have to have some respect for your people. Also why is it that when something like this is done….so many are ok with it.Now i’m just ranting haha! It’s really not that deep…but for me i just don’t like seeing this… But when i look at a video i always say to myself…a Black person could have had that job…. But that’s just me…. hey!!

  6. In this country its believed within the industry that if you are a black artist (particularly male) then the less people you have in your video that look like you (i.e. Black) the better off you will be, because you will then appeal to “Middle England” more. Black people who work in the industry and alongside the artists have been brain washed in to believing this “quota” nonsense so encourage it.

    But the reality is the audience doesn’t care. If they like the record and artist then they will support both regardless.

  7. moreno :
    Sacks…for me it just pisses me off how others discount us as if we don’t matter. Or what we think or do is just a fad… We are mainstream..hell we are the ones who really brought music to this world. It also saddens me that we as Black people sometimes discount ourselves. You would think that Sway had some kind of control over his career. That he was smart enough to say…hey wait a minute this don’t look like me. Or is he like many other Black artist ….all about the might dollar. And so much so that they will sell their souls to be on top. I think if you’re an artist and Black.. i’m speaking on Black because that is what i am….and don’t really care about the others in this case. There comes some responsibility for what you put out… and you have to have some respect for your people. Also why is it that when something like this is done….so many are ok with it.Now i’m just ranting haha! It’s really not that deep…but for me i just don’t like seeing this… But when i look at a video i always say to myself…a Black person could have had that job…. But that’s just me…. hey!!

    I co-sign everything you’re saying.

    When you’re big you’re susposed to bring other people through not close the door on them, every other race does it apart from black people, do you think pitbull would ever do a video with no hispanics in the video, how many white singers do you see singing songs when the story is about a black man or woman? I never thought I would say this but I’m starting to give up on black people in the UK it’s the new Brazil. Sway thinks he knows what he’s doing but if you remember it was black people who brought him to the for front in the first place, he thinks by putting tubes in the video he gonna get soccer am fans. I’m not sure if it will work

  8. Isnt it amazing the way people accept this ‘mainstream’ audience bullshit which effectively excludes them from the very society & industry they are defending..

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