How David became Goliath

I’m a very lucky 21-year-old,” says Craig David. “To be able to do the things I’ve done at my age is incredible – I’ve never taken it for granted.”

Luck might have something to do with it but talent was undoubtedly heavily implicated in the Southampton born teenager’s recent rapid rise to stardom. Just over three years ago, David became the youngest ever British male to hit the number one spot with the two-step garage anthem, ‘Fill Me In’. His debut album, Born To Do It, released the same year spawned more hits including, ‘Seven Days’ and ‘Walking Away’ and has since sold more than seven million copies worldwide.

With his beaded hairstyle, and neatly trimmed goatee he became one of the most recognisable faces in British pop, and an industry phenomenon. Bono sang his praises (and a verse of one of his songs) at a Brit awards ceremony and he even became the subject of Melvyn Bragg’s high-brow arts showcase The South Bank Show.

“It all happened so quickly for me,” he says. “You don’t appreciate it until you look back on it. My first single, ‘Rewind’ went straight to number two, ‘Fill Me In’ hit number one, the album was well received and I toured the world. You think, ‘this is the way it’s supposed to be’. I know now that your debut isn’t supposed to sell seven million copies and there’s no point in trying to compete with that all the time.

Album number two, Slicker Than Your Average released last year didn’t quite have the same impact as the first, though it contained the catchy, ‘What’s Your Flava?’ and showcased a grittier, urban edge to David’s music.

“It would have been easier for me to do a Born To Do It – Part Two,” he says. “It was a lot more hard work. It was important that I could show a deeper side of me. I wanted to experiment and not just to replicate a formula.

“It’s a collection of songs addressing a few different things that needed to be touched upon. People think I’m squeaky clean and have turned my back on the UK garage scene. Then people say I’m too R&B. Slicker is saying ‘let me be who I am’, because at the end of the day you can’t please everyone.”

The inclusion of Sting on one track, ‘Rise & Fall’ (using the melody of Sting’s ‘Shape Of My Heart’ as its core sample), caused some eyebrows to be raised.

“People thought I’m going mainstream, abandoning my roots but I’ve always been about more than that,” he explains. “Working with him was pretty surreal. I couldn’t believe that I was on one side of the mixing desk and Sting was on the other and we were discussing how to interpret the song,”

The music apart, David’s success and instantly recognisable appearance has seen him targeted by the comedians. Jonathan Ross rarely passes an opportunity to have a go at him and shows such as Channel 4’s Bo Selecta have created a grotesque caricature of his familiar image.

“I’d be the first person to laugh if it was someone else,” he says. “It humours me when people rip the piss out of me – it’s funny. Because I take time in grooming and the way I look it’s a lot easier for them – they have something to focus on. It’s like that image of Gazza – the podgy-faced guy with the red face crying all the time. That’s the way he’ll always be remembered. And I’ll always be portrayed with the beanie hat and beard. It’s funny and there’s nothing I can do about it anyway.”

David also insists that the financial success he has enjoyed has not changed him: “I definitely buy more trainers than I used to,” he laughs. “But seriously, my parents instilled in me from a young age just how much money is worth. I haven’t lost that ethic. I may have more money now but I don’t spend it on stupid things. I spend it on things that I think will take things forward – studio equipment, decks and records. I’d love to buy myself a nice house someday. I’ve already bought my mum one and she’s enjoying that.