As a millennial who grew up in Southeast Asia, pop music of the early 2000s holds a unique mix of comfort and nostalgia. Long before the advent of Spotify and the various streaming platforms of today, radio and music channels like MTV Asia and Channel V were filled with the sounds of London-based artists who — despite their British roots — resonated deeply with audiences across the globe. Before 2024’s chart-toppers the likes of Sabrina Carpenter, Charli XCX, and Chappell Roan, there were Blue, Sugababes, S Club 7, and of course, Craig David. His music was inherently British yet managed to strike a chord with listeners thousands of miles away.
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Craig David burst onto the scene in 2000 with his debut single “7 Days” from the album Born To Do It, a record that would become a staple of the decade. With his smooth vocals, unmistakable style, effortless swagger, and an impeccable debut music video, he epitomised a unique genre of the early 2000s — a crossover between R&B and UK garage resulting in a a sound that left its own mark on the music industry. Born To Do It was more than an album; it became the cheeky (not-so-subliminally sensual) anthem of a generation. Now, in 2024, Craig David is back, ushering in a new chapter of his career as he reconnects with fans both loyal and new. With a new tour and album, he is ready to bridge the gap between the early 2000s and the present, reminding millennials why they fell in love with his music while introducing his timeless vocals to a younger generation.
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His uplifting new single, “In Your Hands,” was released in September, and it immediately brings to mind the classic spiritual, “He’s Got the Whole World in His Hands,” which dates back to the 1920s. With its deeply emotional lyrics and soul-stirring melody, Craig David’s song draws on the themes of hope, resilience, and self-worth. The accompanying music video is rich in nostalgia and sees Craig alongside a “younger” version of himself as he reflects on his childhood. With visual nods to his debut album Born To Do It and scenes that trace his rise in the music world, the video is a tribute to his past and a look at how far he’s come. I speak to Craig on a Friday morning over a Zoom video call. He is as effervescent as his florescent pink t-shirt, in an equally neon-lit room that radiated with his signature energy and warmth.
“”In Your Hands” is such an important song for me,” David shares, “as I wanted to shine a light on how truly special we all are. It’s about embracing our unique paths, no matter the challenges, and remembering that we’re each capable of incredible things.” A stark contrast to his previous hits, the tonal shift and creative choice reflects a new maturity in his work.
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Much like his new single, the music industry has undergone monumental changes since 2000, especially in how music is sold, consumed, and shared. Artists have had to continually adapt, and Craig David is no exception. When I asked him about some of the biggest changes he’s observed and the strategies he’s used to navigate this evolving landscape, he reflected thoughtfully before responding. “The biggest difference has been how we receive music now, especially with streaming platforms,” he explains. “There’s been this huge shift from buying physical copies—where you’d go out, purchase a CD, and actually own it—to everything being shared online. “With streaming, we’re all experiencing the same songs in real-time,” he continues, “but it’s filtered through algorithms tailored to each listener. So, in a way, we’re all connected, but we’re also isolated in these personalised bubbles.”
When it comes to staying grounded amid the fast-paced demands of social media, David is clear about his priorities. “At the end of the day, it’s always about the music. The songs are what matter,” he says firmly. “Sure, you can keep up with trends and make dance videos, but I always ask myself: is what I’m making truly impacting people’s lives in a positive way? As long as I stay true to the music, everything else falls into place,” he says assertively.
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At just 19, Craig David was thrust into the spotlight with the success of his debut solo album. With ongoing conversations today about how young people navigate fame, I was curious to learn how he managed such early success. “When the album dropped, and those first singles Fill Me In and 7 Days started to blow up, people I went to school with, people from my neighbourhood, would come up to me asking for autographs. I’d be like, ‘Bro, I know you—your name is Jeff!’” Craig laughs, recalling the strange shift from familiarity to fame. He goes on to explain how challenging it was to adjust, having grown up knowing almost everyone around him in the Holyrood council estate. Despite his rapid ascent, Craig has always held on to his roots. He remembers his humble beginnings fondly, saying, “Even now, I could still live in that little flat with my mum, but at the same time, I’m doing three nights at Wembley Arena with a number-one album in this country.”
The release of his latest album marks a new era for Craig David, introducing his music to a fresh generation of listeners. On balancing the connection with today’s generation alongside satisfying his loyal, long-standing fans, the charismatic singer explains, “You find a real sweet spot. The people who’ve been with you from day one — they have a bit more time with you; they know where you started. They remember the memories you created together, which are so important and visceral. Then there’s the new generation, just discovering you. I feel like they both can exist in the same world.” For Craig, it’s not about “fragmenting” his fanbase into old and new but rather having them appreciate his music through a shared experience. “The people who’ve been there from the beginning, they get the feeling and emotion, and they’re like, ‘Yeah, that’s the Craig I know.’ And for the new listeners, they can explore your entire discography on any platform and think, ‘Yeah, this all makes sense.’ It feels like one big album with hundreds of songs.”
As for what’s next, with over two decades in the music industry — including a career highlight of performing on Glastonbury’s main stage — Craig now focuses on connecting with people on a personal level, especially in a world that can sometimes feel divided. He shares that he now approaches life with a sense of completeness and inner fulfillment, feeling “number one” from within rather than seeking external validation. On a final note, Craig David’s message for his fans in Singapore and across Asia is a promise of “good energy, good vibes, and good music.” He aims to create core memories and meaningful moments with his audience, bringing people together and focusing on positivity and unity. “That’s what we need right now, beaming out the good energy. Love”.
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