Singer discusses social media, living in the moment, and his new album.
Craig David knows it might be easy to take his career for granted and wander off into the sunset. But having sold millions of albums and topping the charts multiple times, he's now releasing some of the most inspired music of his career. His newest studio effort,Â The Time Is Now,Â
isn't out till January, but the LP's excitement is tough to contain. The Time Is Now
is David's biggest undertaking in years, and his desire to bring younger artists into the spotlight is infectious. Throughout the record, the R&B turned house turned R&B revivalist is still able to deliver some of the finest tracks of his career, all the while pleasing his eternally faithful fans. ARTISTdirect's Christopher Friedmann caught up with Craig David to discuss social media, living in the current moment, and his new album. Christopher Friedmann: We're talking because you're going to be releasing a new album, The Time Is Now. Just to start, how is the mood in your camp? Craig David: I'm really, really excited because we had the opportunity of releasing an album last year, probably around September, that really changed the foundation of the music for me here in the U.K., for me especially, because it had all the elements of how Born to Do It, my first album, came about, and we released it and ended up having a number one album here in the U.K., which was incredible because that was my second number one album since Born to Do It. And then we did a 17-date arena tour off the back of that, which was unreal. What it did was, the biggest highlight, outside of me being so grateful for having that kind of opportunity to be at that magnitude again, was that there's the generation who, literally, have only just discovered me in the last year, who would say to their friends, 'Have you heard of this new kid called Craig David? He's got this album called'â€� And that for me was incredible. Then to go out and do arena shows and see such a cross of different people who enjoy different music, but a cross demographic of people who would have been the kid growing up with me first time around, but there is now the younger brother or sister, who now is a teenager, is there too. And I was thinking, 'This is something special.â€� That kind of leads it up to now because I know that America, for a lot of people, it would be literally discovering me again on a new album, and I know it's very much possible to have that little thing happen for my music, so I'm just really excited about that. CF: You recently shared 'For the Gramâ€�, which is an ode to Instagram. So I was wondering, in today's world where everything happens in front of a camera, does it really happen if there is no recording of it? CD: Yes. My thing is, I look at Instagram and SnapChat and Twitter being ways for me to connect in a more direct way with fans that I've never had the opportunity of before. Which for me is such an incredible tool, when you now have that ability to say thank you to someone directly, who messaged on a post, saying, 'We just had a great time at one of your shows,â€� or, 'We love one of your songs.â€� I think to be able to make it personal all across those platforms is one of the most amazing things, but also I see those platforms as being, one, an opportunity, but at the same time, almost reinforcing why the album is called The Time Is Now. That I've always been very much about enjoying the moment, and to enjoy the moment means you can't be secondary, where you're trying to capture the moment, so therefore you've completely missed it. So there has to