As a millennial raised in Southeast Asia, the pop music of the early 2000s evokes a distinct blend of comfort and nostalgia. Before the rise of Spotify and other current streaming services, radio stations and music networks like MTV Asia and Channel V were dominated by London-based artists whose British origins made a profound impact on audiences worldwide. Prior to the 2024 hits from artists such as Sabrina Carpenter, Charli XCX, and Chappell Roan, names like Blue, Sugababes, S Club 7, and, of course, Craig David shaped the musical landscape. His music, quintessentially British, resonated with listeners separated by thousands of miles.
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Craig David made his debut in 2000 with the single “7 Days” from his album Born To Do It, a record that would become a defining work of that decade. With his smooth vocal delivery, distinctive style, natural charisma, and a remarkable first music video, he represented a unique genre characteristic of the early 2000s—a blend of R&B and UK garage, creating a sound that significantly influenced the music landscape. Born To Do It evolved into more than just an album; it became a playful (and not-so-subtly sensual) anthem for a generation. Now, in 2024, Craig David returns, entering a new phase in his career and reconnecting with both longtime fans and newcomers. With an upcoming tour and new album, he aims to unite the early 2000s nostalgia with today’s music scene, reminding millennials of their love for his songs while sharing his timeless talent with younger audiences.
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His vibrant new single, “In Your Hands,” was released in September and immediately evokes the classic spiritual “He’s Got the Whole World in His Hands,” which originated in the 1920s. With deeply emotional lyrics and a soul-stirring melody, Craig David’s song explores themes of hope, resilience, and self-worth. The music video is a nostalgic journey that features Craig alongside a younger version of himself as he reminisces about his childhood. With visual references to his debut album Born To Do It and scenes capturing his ascent in music, the video pays homage to his past while showcasing his growth. I had a conversation with Craig on a Friday morning via Zoom. He was as lively as his bright pink t-shirt, situated in a neon-lit room that radiated his unmistakable warmth and energy.
“In Your Hands” is profoundly significant to me,” David expresses. “I aimed to highlight how remarkable we all are. It’s about embracing our individual journeys, regardless of hurdles, and realizing that we each possess extraordinary potential.” The tonal shift and creative decisions represent a noticeable maturity in his artistry, contrasting with his earlier hits.
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Similar to his new single, the music industry has experienced vast changes since 2000, particularly in how music is sold, consumed, and shared. Artists have consistently had to adapt, and Craig David is no exception. When I inquired about the most significant changes he’s witnessed and the strategies he employs to navigate this evolving environment, he took a moment to reflect before answering. “The most notable change has been how we access music today, particularly with streaming services,” he explains. “There has been a dramatic shift from purchasing physical copies—where you’d go out, buy a CD, and truly own it—to a world dominated by online sharing. “With streaming, we experience songs in real time,” he continues, “but it’s all filtered through algorithms customized for each listener. In a way, we’re all interconnected, yet we exist in separate personalized bubbles.”
Regarding how to stay grounded amidst the rapid pace of social media, David is clear about his priorities. “Ultimately, it’s always about the music. The songs are what truly matter,” he states decisively. “Sure, you can stay trendy and create dance videos, but I continually ask myself: is what I am producing positively impacting people’s lives? As long as I remain authentic to the music, the rest will fall into place,” he asserts.
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At just 19, Craig David was propelled into fame with the success of his first solo album. As discussions proliferate today regarding how young individuals cope with fame, I was interested in how he managed such an early breakthrough. “When the album launched, and those initial singles like Fill Me In and 7 Days gained momentum, people from my school and neighborhood started approaching me for autographs. I’d be thinking, ‘Bro, I know you—your name is Jeff!’” Craig chuckles, remembering the odd transition from familiarity to notoriety. He elaborates on the struggles of adjusting, having been raised among many familiar faces in the Holyrood council estate. Despite the rapid rise, Craig has always held on to his origins, recalling fondly, “Even now, I could still reside in that small flat with my mum, but concurrently, I’m performing three nights at Wembley Arena with a number-one album in this country.”
The launch of his new album signifies a fresh chapter for Craig David, introducing his music to a younger generation of listeners. On maintaining a connection with today’s youth while also satisfying long-time fans, the charismatic artist explains, “You find a real sweet spot. The individuals who’ve supported you from the beginning— they spend more time with you; they recognize your starting point. They cherish the memories you’ve created together, which are incredibly significant and visceral. Then, there’s the newer audience discovering you for the first time. I believe both groups can happily coexist within the same realm.” For Craig, it’s not about “splitting” his fanbase into old and new but rather having them share in a collective experience of his music. “The fans from my early days grasp the feelings and emotions, and they think, ‘Yeah, that’s the Craig I remember.’ Meanwhile, new listeners can delve into my entire catalog on any platform and feel, ‘Yeah, this all resonates.’ It’s like one vast album with countless tracks.”
Looking ahead, with over twenty years in the music scene—including the milestone of performing on Glastonbury’s main stage—Craig now focuses on deepening connections with individuals on a personal level, especially as the world can often feel split. He reveals that he approaches life now with a sense of completeness and inner satisfaction, feeling “number one” from within rather than seeking outside approval. In conclusion, Craig David’s message to his fans in Singapore and throughout Asia is a promise of “good energy, good vibes, and good music.” He seeks to create lasting memories and meaningful moments with his audience, emphasizing togetherness and positivity. “That’s what we truly need right now, radiating the good energy. Love.”
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