frontline Kam-Bu Thought-provoking rap from South London...
KEY TRACK: Different (feat. Lord Apex) LABEL: Atlas Artists/Parlophone MANAGEMENT: Atlas Artists INSTAGRAM: @kamb_u
Name the best thing about your music? “The fusion of sonics that create a cerebral experience for the listener. I take inspiration across the board from a range of genres, and the various instrumentation and the wonky but precise flows often make for a wild experience start to finish.”
Why should people check it out? “People should check it out if they’re looking for something fresh and refined, because this sound is most definitely undeniable. My catalogue is an experience of becoming oneself in a world where we people are distracted. You’ll hear humility, vices, doubts and depression. The highs, the lows and everything in-between of growing up in the lower
SYNC STORY
the beginning of a landmark year for MK, who, having worked with the likes of Beyoncé, Pitbull and Mary J Blige, is readying his full-length debut album. “What started as a typical endorsement deal became an integral part of the marketing campaign for MK’s newest single Lies,” says Milo Mitchum, who manages MK through Three Six Zero. “In creating a meaningful and effective partnership between the two,
the team was able to lean on Jaguar’s global fanbase in an organic way that made sense for MK and his own fans, with both parties reaching beyond their initial goals. We’re excited to see the campaign take shape.” Helena Flynn, global head of brand communications at Jaguar Land
Rover, says the project is landing at the perfect time. “In light of the importance of music for
JAGUAR/MK
Everyone knows that DJs get some pretty good perks, but Marc Kinchen (better known as MK) has scored rather a brilliant one in the shape of a shiny new Jaguar campaign. As the star of the ad for its new F-Pace model, the Detroit DJ, writer
and producer gets not only to cruise about in the new car while making the most of its music interface, but also use the spot as the launchpad for his new single. Lies, featuring vocals from Raphaella (Rudimental, Gorgon City), is a pure floorfiller of the kind MK has excelled in since he emerged in the early ’90s, but the ad shows it works as a driving song, too. The ad is the result of a collaboration between MK, Jaguar, Sony Music, its 4th Floor Creative department and agency Spark44. The result marks
Spot: Jaguar F-Pace Title: Lies Artist: MK (feat. Raphaella) Composers:
Marc Kinchen, Raphaella Mazaheri-Asadi, Lewis Thompson, Robert Harvey Master: Sony Music Publishers: Phrased Differently Music, Spirit B-Unique; Minds On Fire Jaguar:
Andre Oosthuizen, Andy Hunt Cooke, David Carefull Agency: Spark44 Production Company: Stink Films Director:
Christopher Morrish Air Date: 29/01/21
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our customers during this challenging time, we are really excited to be working with MK and Sony for the launch of the new F-Pace,” she says. “With a philosophy that is focused first and foremost on design, we recognise how important culture and creativity is in the wider community and are grateful we can provide this platform for showcasing true talent.” MK and his team believe that this ad will serve as a springboard for a bumper 2021.
“Both MK and Jaguar have reached beyond their initial goals. I’m excited”
Milo Mitchum, Three Six Zero
Motor city: Detroit DJ MK Music Week | 19 classes but dreaming of changing it all.”
What are you working on now? “I’m making a debut EP and more stunning visuals. I’m working on becoming the best artist of my time. Constantly pushing the limits to improve my writing, delivery and musical skills.”
How will you impact the world? “I want to impact the world by inspiring people through my music to possibly think and act differently but, in the grand scheme of things, it would be nice to know that when I die my music still lives on and I’ve created a legacy as Kam-Bu.”
What’s the secret to success in the music industry? “Working hard, sticking to your guns. Believing in yourself. Aiming for perfection and making sure you’re having fun when you’re creating music.”
Making an impact: Kam-Bu
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