People Who Are Addicted To Music
by paul lester
Where You From: South London.
What’s Your Name: Ashley Charles (vocals).
Background: We always feel compelled to make a prediction about the likelihood of the band of the day’s commercial fortunes, if the music itself appears to have been made with commercial fortune in mind. And today’s act is a case in point, especially as I’m Good, the new single by Amplify Dot, has the feel of a breakthrough release. The fact that the London rapper, who has been releasing mixtapes and collaborating for a while now with the great and the good of the capital’s hip-hop and grime scenes (well, Kano, and, um, Gyptian) has managed to secure the services for the single of one Busta Rhymes, gives further credence to the idea that she’s about to “do a Wretch 32”.
We said similar things, of course, about Lady Leshurr, Lady Lykez and Phreeda Sharp. Since Nicki Minaj there have been numerous contenders, both UK and US, for the position of hot new cheekily subversive female rapper aiming to bring a certain comic brashness to the mainstream, but Amplify Dot could do it with I’m Good. Let’s not overplay it. She isn’t as intriguing a character as Minaj, and her “attitude” amounts to a series of hackneyed proclamations of her bad-girl status – she’s a rebel, oh, and she’s not PC, so fully expect her to tone down the language when she appears at next summer’s Capital FM Summertime Ball – but she does a good job of fronting a catchy pop-rap record with the requisite aura of defiance-lite. Basically, she’s a female rapper that Stooshe fans can love (the Daily Star called her “grime’s hottest new talent”), and all she’s got to do is keep coming up with songs as hooky and catchy as I’m Good to achieve a medium-length career.