When it comes to mixing the best of British rap with precision-targeted dance beats, Skepta remains resolutely at the top of the game. With chart successes like Rescue Me and Cross My Heart helping to propel his Doin' It Again album into the Top 20, the gauntlet falls to new single Hold On.
At its heart, Hold On is probably Skepta's most 'pop' track to date - and while it doesn't quite have the indelible hooks of Rescue Me or Amnesia (which deserved to do so, so much better than it did) - it projects a slick Written In The Stars-esque vibe that speaks of new ambitions (and a new record deal with Universal/Island.
With its up and at 'em "you're undefeatable..." chorus and plunging, gritty guitar bassline, Hold On feels like a call to arms for a new era, a make or break assault on the charts.
Wearing its commerciality for all to see, there's a refreshing streamlined feel to this new incarnation of Skepta, and while the wry, arched eyebrow coyness of previous singles may have been sanded away, the punch and swagger remains, stronger than ever.
Hold On is released on the 2nd January.
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