Following the success of his 8th studio album We May Grow Old But We Never Grow Up, global music icon Example drops fiery music video for Original from the album.
Spanning eye catching Brisbane backdrops from colourful shipping container yards to stunning city skylines, Example directs his own Original video alongside Curden that showcases his incredible lyrical flow with fiery bars that transition to mellow poetic reflections, demonstrating Example’s undeniable originality in the game.
Dropping via BMG, the Original video flaunts Example’s stripped back, rap roots whilst the full album adds to Example’s genre versatility spanning the realms of house, D&B, garage, drill, grime, pop and more alongside special collaborations with established and rising talent including Nerve, Local, Bou, Nonô, What So Not, Majestic, Westneat, Kanine, Penny Ivy, Livsey, Tommy Trash, Window Kid and JME.
The new video and recent album drop arrives after Example’s single release DEEP with Bou and Nonô. Making for the perfect crossover D&B anthem, the single earned support from BBC Radio 1’s Clara Amfo, Party Anthems, Dance Anthems and Capital Dance, whilst landing multiple Spotify playlist covers.
Maintaining years of momentum with chart topping singles, career defining festival sets, sold out tours and multiple platinum records, Example’s 8th album We May Grow Old But We Never Grow Up reflects on the whirlwind two decades of his success as the project dropoed in time for his 40th birthday. Embodying his youthful nature whilst exploring his roots he delivers fresh hits suited for new fans and his decades worth of loyal listeners.
With unique foundations in place, the bulk of the project came to life in his second home, Brisbane Australia, with songwriter Penny Ivy and highly regarded producer James Angus (Tkay Maidza, Last Dinosaurs, The Veronicas), crafting a cohesive album that combines his UK roots with a contemporary sheen.
A momentous journey that travels through multiple genres that he has become renowned in, intro and album title track We May Grow Old But We Never Grow Up is a rendition from Example, showcasing his timeless talent and lyrical flow. Filled with a Peter Pan spirit; tracks like Never Let You Down are youthful musings on blurry nights on the town, while lead single Every Single Time was inspired by the nostalgic moments that Example’s music has sound tracked. He shares, “Fans always say to me, ‘Oh my God, your song reminds me of when I lost my virginity, your song reminds me of the time I took my first pill, your song reminds me of the first time I kissed my wife.”
Meanwhile, tracks like Dot Dot Dot with UK and Australian rap talent Local and Nerve as well as fiery verses from UK’s esteemed grime artist JME and Westneat on Egyptian Cotton demonstrate the core grime, drill and hip-hop scenes Example has become immersed in from the very beginning. Elsewhere, the album nods to crossover dance spectrums with tracks like Best Laid Plans with Penny Ivy, Faith with the legendary Majestic, r&b infused I’m About (Only Got Today) and Won’t Forget You alongside dance titans Tommy Trash and Window Kid, weaving between house, garage and pop.
Sideways draws on stadium rock, whilst Rainy Days and DUMM continue the momentum, crossing boundaries with fresh genre fusions and demonstrating himself as a musician who is in complete control of their craft. With the myriad of talents appearing on the album, Example applies a hip-hop approach to collaboration, inspired by throwback classics like Wu-Tang Clan’s 36 Chambers and Snoop Dogg’s Doggystyle: “Wu-Tang are a collective, and Doggystyle has 15 voices on it,” he says. “I wanted to capture that family feeling on this. I wanted to apply a hip-hop way of thinking to this album, which is the lyrics flowing freely, not thinking too much about the concepts, just freestyling in the studio.”
Ahead of the album following his recent return to the UK, Example sold over 25,000 tickets across his 14 date headline tour continuing his legacy whilst attracting new fans both young and old, adding to his ever growing loyal following cultivated throughout his prestigious career. More in demand than ever, he has 40 festival shows this summer including his own “Try This For Example” branded arena at Creamfields, a residency at Ibiza Rocks as well as shows at Electric Woodlands, TRNSMT, Benicassim, Standon Calling, Splendour, Latitude, Bestival and more.
As an iconic figure, loving father, husband and artist, Example is the frontman of multiple generations. Proving his fire is burning brighter than ever with an ability to bridge the gaps between electronic, rap and pop, whilst demonstrating his most matured song writing and trusted sounds on display, Example says that We May Grow Old But We Never Grow Up is “the best album I’ve done in 10 years, or potentially my best album ever.” Marking a highly anticipated return, We May Grow Old But We Never Grow Up marks the finest chapter for Example yet… and this book is far from finished.