How Central Cee shot into the mainstream through his music, fashion and viral marketing, becoming the most popular artist out of the UK.
Central Cee’s break through began in lockdown with tracks “Day in the Life” and “Loading”, this was followed up with his debut mixtape “Wild West” which he released independently in 2021. This project debuted at #2 on the UK album charts. His second mixtape “23” was released on 25 February 2022. This project was again released independently with singles “Obsessed with You” and “Retail Therapy” and debuted at number one on the UK albums chart.
On July 21st 2022, his single ‘Doja’ released alongside a music video directed by Cole Bennett. Making Central Cee the first UK artist to appear on the Lyrical Lemonade channel. The songs instrumental was a sped up interpolation of Eve and Gwen Stefani’s “Let Me Blow Ya Mind” from 2001. The music video also has an early 2000s feel with a boxy 4:3 aspect ratio and vibrant purple and teal colour palette. Doja was a viral hit, instantly becoming a trend on tiktok and was then pushed to a much bigger audience across the world.
Fresh off the “Doja” hype Central Cee appeared on Power 106 Los Angeles radio. ‘Spitting Bars Over Original Beat In Debut L.A Leakers Freestyle 149’. This was a genius move with Cench taking the opportunity to translate the meaning of UK slang with American slang and comparing the two. Which showed his skill and once again created a viral moment pushing him even higher. A few days later “LA Leakers Freestyle” was released as a single bringing more streams and listeners to the British artist.
Known for his sense of style and eye catching outfits Central Cee has already had a big influence on UK streetwear by wearing and collaborating with brands like Trapstar and Corteiz. As well as having the impact to sell out Nike Tech Fleece and products from Decathlon through his co-sign.
It was only right for Central Cee to put his creativity and marketing into his own streetwear brand - Syna World. Before the brand had even launched, Syna had generated a lot of hype through months of instagram teasers leaving fans waiting for an official announcement. On May 6th the @synaworld account posted a creative trailer with the caption “Car boot sale tomorrow. London Exact location reveals tomo 12pm. Don't lack”. This could have been inspired by the Corteiz Guerrilla marketing as the brand is known for interesting in-person drops that create hype and gather fans. The following day the first drop also launched online with 4 tracksuit colour ways which all sold out in under 4 minutes. Later that month another 4 sets released including matching shorts and t-shirts, these once again sold out in extremely fast times. The brand really stands out with its aesthetic, appeal and vibrant pieces + packaging.
As well as his own brand, Cench has also modelled for Drake’s Nike Nocta first collection in 2021 and been the face of Jacquemus “Neve World” campaign in 2022.
On 1st June 2023, Central Cee and Dave released the joint single “Sprinter” which was a huge moment being streamed worldwide, it went on to become Central Cee’s first number one single and broke the record for the biggest streaming week for a Rap Song in UK history.
This was followed up by a collaborative 4 track EP between the two titled “Split Decision” which was surprise released on June 4th.
It is guaranteed that Central Cee’s popularity is only going to increase. In late June, he appeared on XXL magazine’s 2023 Freshman Class. Fans believe he is too big to be on the list as he already has over 25 million monthly listeners but I believe this is a smart move because it looks good for his brand, once again getting exposure in the US and making him stand out against his UK peers. On June 22nd, Central Cee was officially welcomed to Columbia Records, meaning he is now signed to a major record label.
Expect much more from Central Cee : Syna World drops, his first Studio album and collabs with Drake and Ice Spice which are bound to break the internet.