SWAY - UK'S BEST

British-born Ghanaian, Sway has ruled Uk hip-hop from underground to mainstream fame. He is known in showbiz circles as Sway Dasafo. The 25-year old resides in north London but regularly visits Ghana and recently the international hip-hop artiste shot a video in Ghana. Having stayed underground for years, Sway has signed up to Konvict Music in the United States. The Ghanaian joins Brick and Lace, T pain and other world acclaimed artistes on the label. Sway is known as Derek Safo in private life.

Thirteen years ago, when the inaugural Music of Black Origin (MOBO) awards were being held, Derek Safo was glued to a computer screen in his bedroom. Then 13, he was learning to use a program that allowed him to make his own music. However, as the Mobos completed their 10th awards ceremony in 2005, Derek's fortunes and those of the awards changed.

Under the name Sway Dasafo, Derek is a rapper with a substantial underground fan base, while the Mobos have become the benchmark for achievement within the UK's black music fraternity. Sway who remained unsigned despite approaches by record labels beat artistes who had sold millions of albums - such as 50 Cent and The Game - in the best hip-hop act category. “I couldn't believe that they recognised the underground," said the rapper, who was also a finalist in the best newcomer category. “My name spread faster than my music. The underground rose up and the industry came down to street level." The recognition of an unsigned artist who holds out on a record deal which gives him as much artistic control as possible to remain independent may point to an increase in the power the underground wilds.

Sway is a full-time rapper and producer. He began his career by making beats for rappers, before writing rhymes himself and rapping on London's underground hip-hop scene in MC battles reminiscent of Eminem's film 8 Mile. By utilising computer programs and home recording equipment, he was able to set up his own record label and distributed his CD mix tapes through independent record shops. His efforts were not in vain as he recieved air play on London's pirate radio stations. With time he was play listed by British Broadcasting Corporation (BBC) digital black music station 1Xtra.

"Technology is allowing this to happen," said George Ergatoudis, 1Xtra's music manager (2005). Music equipment can be bought relatively cheaper and that allows people to produce tracks at low cost. People are also able to put material out for downloading. "In the past you needed studio time and access to expensive equipment." Singling out Sway for praise, he said: "We picked him out from very early on as somebody to watch and support because he was obviously a special talent".

"He had an exceptional ability to mix strong lyrical talent with very good songs". Sway Dasafo, has been wise to build a loyal fan base before turning to a label for benefits such as a bigger budget and more mainstream exposure. But Sway is by no means alone in bypassing the traditional route of getting signed by a record label to kick-start a musical career.

It may be hard for the industry to ignore the fact that Sway attracted more votes from members of the public than 50 Cent, who has sold over 2.8 million copies of his album, the Massacre in the US alone. Sway believes "British people love his music and that the rest of the world will be under the spell of his music

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