British singer/songwriter/producer/DJ Craig David has been pumping out memorable music since his 2000 debut album Born to Do It with hit singles Fill Me In & 7 Days. After 7 albums, various awards & sold-out concerts, Craig has maintained his international superstar status; despite people saying he’s made a comeback with his 2016 album Following My Intuition. He’s switched gears a bit by way of writing his first book titled What’s Your Vibe?: Tuning Into Your Best Life. The title is a take on the song title What’s Your Flava? from his sophomore album Slicker Than Your Average.
With What’s Your Vibe?, Craig takes a layer off & shares some of his life experiences & the lessons he’s learned from them. As he’s reflecting on the moments of his life that prove to be contributions to the man he’s become, the reader can find some of the moments to be very relatable.
He begins with his appearance on ABC’s Good Morning America performing I Know You , where at the time – to no knowledge to the viewers or the GMA staff for that matter – he was experiencing some severe back pains due to overworking himself while promoting his album at the time, The Time is Now. Something we can relate to, the pain from overworking. Like for so many, this was a wake-up call to reset oneself & make sure everything is well with you. Because if you’re not ok, you’re no good to yourself or those closest to you. We then venture out to his humble beginnings in the Holyrood Estate in Southampton, England with his Mother & the close bond with his Grandmother who as he tells it, made quite a tasty chicken stew.
Craig’s exposure to music came at an early age as his father was a bass player for the reggae band Ebony Rockers. He also found solace in music with his parents’ vinyl collection where he would create his own lyrics over the songs he would listen to, finding his musical voice with his natural ability as a songwriter. We’ve all been there, especially if the collection is like that! My parents’ collection included Earth, Wind & Fire, Stevie Wonder, Curtis Mayfield & Tina Marie, so I understand.
As you read through the book, you’ll see how the titles of his songs are cleverly woven into his stories. Unless you’ve listened to his music regularly, you may not pick up on it right away. Along with that, we find out how some of our favorite songs came to light. There are so many points he brings up that make the reader feel connected such as being bullied, experiencing heartbreak for the first time, and finding joy within yourself by way of self-care & acceptance. Knowing that you’re good enough. In an attempt to not give too much away – because I recommend getting this book – I want to touch on some key moments he shared.
The Sting of A Parody
Early on in his career, Craig was parodied by comedian Leigh Frances who had a show called Bo Selecta!; this was a reference to the song Rewind (The Crowd Say Bo Selecta). As someone who has grown up watching sketch comedy shows like In Living Color, Mad TV & SNL, it can go without saying that those in the public eye will be lampooned in one way shape, or form. It can also go without saying that not everyone will respond in the same way. For every celeb and/or political figure that find humor in their parody, there are at least 3 that don’t find it funny; Craig just happened to be one of the 3 in this instant.
I looked at one of these videos and found myself, after seeing a fair number of comments, to be in a small majority who didn’t find this at all funny. And before anyone feels the need to rebuff my comment, I also grew up on British humor like Monty Python, The Benny Hill Show & the series Are You Being Served? to name a few. Try to understand that Craig was riding on the success of his first album, entering his 20’s & releasing his 2nd album, Slicker Than Your Average. He’s not the first person to react the way that he did. And he won’t be the last.
The parody of Craig took a toll on him as it stuck with the public & they were repeating what Leigh was doing with his sketches. He decided to take some time away & traveled to the U.S., making his way to Miami. From what I could comprehend, it was a nice move to make to reset oneself and get away from that drama for a while, not to mention adding a new vibe to his music. Miami also became the birthplace of his TS5 shows; named after his new home Tower Suite 5.
Make no mistake, Craig has a sense of humor, a lot of us do. But, if it escalated to the point where the parody overshadows your talent & taking the focus off the trueness of your career, it does have some effect on it. At the end of the day, it’s so easy for the trolls to make such comments; it’s not happening to them.
His True Winning Moment at the 2001 BRIT Awards
Word leaked out in the UK papers that Craig wouldn’t come out as a winner from his first 6 BRIT Award nominations before the show was even broadcasted. A moment that could be seen as a preempted strike to crush his spirit, was flawlessly rectified. It seems that he & his fellow artists got the last laugh as Craig got much love from the likes of U2 singing the chorus to Walking Away during their medley performance of their hit songs, Dane Bowers from the group Another Level wore a shirt saying “Craig Woz Robbed” & Elton John who said, “If there’s a better singer in England than Craig David, then I’m (former Prime Minister) Margaret Thatcher.”; got to love that legend! To add the cherry on that sundae, Craig performed his debut single Fill Me In & added some freestyle implying his supporters are more important than getting an award. He would see soon after the awards would come anyway & his fanbase would grow.
Sean Combs Approached Craig to Be Part of the Bad Boy Family
This is one of those moments where it would come as a surprise like when it was revealed in The New Edition Story that Maurice Starr offered Ralph Tresvant a solo deal early on in New Edition’s career without the other members knowing.
Bad Boy Records CEO Sean Combs, after hearing his demo tape, reached out to Craig with interest in signing him as an artist. He told Craig that there was a private jet ready to take him to NYC. Thankfully, he didn’t take him up on that offer. Granted, the label has produced some great artists like Total, 112, Lil Kim, Craig Mack & Faith Evans, but a lot of emphasis was on Biggie Smalls aka The Notorious B.I.G. – in my opinion anyway. I just don’t think that would be a good fit for the Best of Me artist. It’s not to say that Craig couldn’t bounce back; his body of work is proof that he could. It’s almost like the road back could have been different. He did right by not going that route.
The Freestyle of a Classic Jam
Craig mentions how he met rapper/comedian Big Narstie while making an appearance at BBC Radio 1Extra with Mista Jam & Kurupt FM. The collaborator of the garage-pumping track When the Baseline Drops expressed his sentiments to CD’s debut album & he’s not alone in that. That album & the tracks meant a lot to so many & just like Big Narstie, Booty Man is my favorite song on the album as well.
While at the radio station, Craig gave an impromptu/freelance performance of Fill Me In to the music of Jack Ü’s Where Are Ü Now which was shown on YouTube to much positive feedback from viewers, including this writer. There were many requests to have that version available to be added to their music library. This wish was granted when it became one of the tracks, titled 16, for his 6th studio album Following My Intuition; his 2nd #1 album since Born to Do It. Around this time, people were talking about Craig making a comeback to the music scene.
Speaking of a comeback…
I found it surprising that Craig himself said he was making a comeback with his music. The word “comeback” should not be associated with Craig David because like LL Cool J, he’s been here for years. He’s been releasing music for the past 22 years & many of us have been there along the way with every album, single, remix & collaboration. Those that say Craig’s making a comeback are the ones who stepped away; not going beyond the song 7 Days. With several of his music performances, he’s incorporated his skills as a DJ with his TS5 sets. They’re all the rage around the world & have been a mainstay at the Ibiza Rocks festivals; not to mention parts of the U.S.
The book is overall awe-inspiring & provides sage advice on how to harness your inner spirit, obtain & maintain balance in your life & that saying no isn’t always a bad thing. It also gives one the chance to get to know Craig on a level outside of what is seen & heard regarding his music. He presents himself to be approachable to begin a lasting friendship with. He’s open to meeting new people; genuine people. Like-minded people. With his life experiences, be it ones he’s reflected on from his past or ones leading to his immediate present, Craig has shared how he’s learned over time to set & establish his boundaries. Thus, making him more at peace with himself while still being open to learning from experiences in the future. The life experiences he shared that lead to his music & this book has proven that he was… Born to Do It.
That’s my opinion & everyone’s entitled to it.
T.S. Jones