It’s around midday on a cold Wednesday in January when I first meet Ghetts. I’m told to head to GAS Studios in Tottenham before the team breaks for lunch so I can interview one of the UK’s most prolific grime artists. When I arrive at Studio B, I’m welcomed by an upbeat, danceable rhythm that reverberates around the room. The beat seamlessly increases in cadence and clarity as I approach. The song playing, I quickly found out, is called ‘Tumbi’, a track from Ghetts’ upcoming fourth studio album: On Purpose, With Purpose. As I follow the sound, my eyes are immediately drawn to a figure standing in the middle of the set. Their arms are outstretched above their head, gun fingers waving in the air as they vibe to the tune that’s slowly seeping into the bodies of everyone else in the studio. Ghetts’ energy is contagious, and Amir (Hossain) – the photographer – is clicking away frantically in the hope of immortalising it.

When asked about his sonic vision for creating ‘Tumbi’, Ghetts reveals an innate craving to simply gyrate to the beat. “I wasn’t overthinking it, to be honest. Tee from Splurgeboys had this idea, and he sent the beat, and I was vibing with it,” he reveals. “I’m a house man, so those percussions and elements made me move, and I wanted to showcase that on the album.” 

Coming from Newham – one of London’s most underprivileged boroughs – perhaps it makes sense why Ghetts has a profound proclivity to dance to his accomplishments. With over 20 years of successfully building a strong and healthy portfolio of heavy-hitting tracks laced with lyrical integrity, the MC is considered one of the greatest of all time, helping push grime – and Black Britain – to new realms through poetic storytelling that can't be mimicked. In other words, he is an icon. The Grime Fenômeno. A phenomenon whose impact has transcended generations, and continues to shape music’s contemporary landscape. Something he was recently recognised for at this year’s MOBOs, where he picked up the Pioneer Award before performing his latest single ‘Double Standards’ (featuring Sampha). 

Ahead of the release of his upcoming studio album on February 23rd, On Purpose, With Purpose, VERSUS sat down with Ghetts to discuss what he’d tell his younger self about his latest project, the importance of standing up for what you believe in, the connection between rappers and footballers, and more.

Conflict of Interest became a critically acclaimed album and significantly impacted the culture. How different is your upcoming project, On Purpose, With Purpose?

I feel like the Conflict of Interest album reflected my journey up until that point – it was a moment where I powered-up to go to the next level. It was also a nod to all of the situations that had shaped me and those who followed me because of them; there was a lot of relatability in those stories for some, and even for those who were just discovering my music at the time. With On Purpose, With Purpose, it is about the intentions behind everything I’m doing as a person. Again, it’s another album about growing through the problems and obstacles I’m facing. Not the usual way we see obstacles, but just obstacles between a man’s calling and where he’s placed in the industry. This album is about me standing steady in my beliefs and standing firm in what I believe in. 

On Purpose, With Purpose alludes to profound personal growth, as you’ve just briefly mentioned. What would you tell your younger self about this project?

I’d tell my younger self to be highly fearless and don’t overthink too much. I’d also say, if you do something that makes you feel uncomfortable, it’s the right thing to do. You only feel uncomfortable because you might be the first to do it, and there’s no evidence to say what you’re about to do works – that’s why you feel uneasy, but you’ll be alright.

In your journey, you've experienced ups and downs. You once described your exit from NASTY Crew as going "pear-shaped" and have been open about your prison experiences. How have these obstacles helped you change your approach to business?

I wouldn’t call those instances “obstacles”, I would call them necessary situations for growth. I’ve been free for a very long time. Even when I speak about prison, it seems like an extremely distant memory; one where I can’t even remember all of the details at this point, but I understand it was necessary discomfort. If you can take a situation like that, and turn it around to be positive, then a lot of stuff you're going to face moving forward is going to be a walk in the park in comparison. I always look back when facing doubt and remember “I’ve got this”.

What advice would you give to a younger audience looking up to you?

Again, be fearless because you have a vision as an individual. 

Now, you may be blessed with people around you, and some people have their agendas and their visions of what you should do or who you should be. And this is where the mix-up starts happening. It’s not as if I’m saying people wish evil on you, I'm not saying that. I'm just saying we all have our visions. But if we're talking about you as a person, your vision is the most important. People should be there to help you execute your needs. They shouldn’t be there distracting you from what your true mission is. 

With grime emerging out of UK garage with heavy influence from dancehall culture, how much of a role has grime played in your current music?

It’s an attitude. It’s a feeling. It will always play a role in my music, but I represent grime culture because I’m from the golden era - an era that birthed me. But I don’t want people to confuse culture and genre. My music is bespoke to me. I'm heavily involved in the production and everything else that comes with the creation of my music. It’s a bespoke sound that derives from what we would consider grime. I’m always trying to evolve sound-wise because I believe in music being vibration and frequency, and because of that, there are new ways to interpret it. I love the science of music.

How has fatherhood changed you as a person and artist?

Fatherhood is the best thing that has happened to me. A hug from my children feels like healing, it’s the maddest thing ever. Imagine you go throughout your whole day, week, month and year questioning things and questioning people. But with fatherhood, it’s the only time you’re at peace as a man. Kids are so pure and genuine, that’s why they say things freely!  

Throughout your career, you’ve aimed to make an impact beyond music. In 2019, you were among 35 artists who endorsed Jeremy Corbin in the UK general election, advocating for political and social change. How important is that to you still?

It’s strange because Jeremy Corbin, I think, is a genuine real one. But, I still believe that the world is run by who the world is run by. I want to be more optimistic than pessimistic, but in reality, I know some stuff regular people don't understand. The truth is stranger than fiction. While I hope for the best, the only advice I could give everyone is to get right with God.

How do you see the role of artists, like yourself, supporting social and political change on matters that impact neglected communities?

I don’t know how to answer that question because, in this instance, we can’t wait for help - we have to help ourselves. I was looking for something intellectual to say, but the truth is this: we have to help ourselves. It’s us on the ground alone who can make a real impact.  

Where do you see the connections between grime, UK rap and football? 

Rappers want to be footballers – or were even footballers at one point. And many footballers want to rap with the money they make from football.

What do you think about the number of rappers tapping into football bars right now? Why is that happening?

Football is a massive part of our culture, and whatever is an enormous part of our culture will be spoken about by rappers, and I think it’s a proper, normal thing to do.

What inspiring principles would you advise the younger generation to keep ingrained in their hearts as they grow up and navigate life?

No one is perfect but keep God in your heart and keep him as the captain of your ship. I was raised a Seventh-day Adventist, and there are morals and things that religion has instilled in me, but because I see how religion is used to divide men, it’s hard sometimes. But try to keep God in your heart as you grow.

On Purpose, With Purpose releases on February 23.

Photography: @blacksocks.studio
Lighting: @forthesakeof_joy
Styling: @ellie_r1
Styling Asst: @mollyrekinder
Set Design: @murdohepburn
Set Design Asst: @_joehrrsn
Creative Direction: @morganallann
Production: @amiloucri
Design: @morganallann
BTS: @tylerjmes_
Talent: @chamber.45

Memorabilia sourced from: Cult Kits, Classic Football Shirts, Row-Z and HighburyGunnerJVC.

Look 1: Ghetts wears Ahluwalia jumper
Look 2: Ghetts wears Etudes jacket, Stone Island gilet, _j.l_a.l_ trousers, Martine Rose x Stussy gloves and sunglasses from Hot Futures.
Look 3: Ghetts wears Ahluwalia jacket, Issey Miyake jumper and sunglasses from Hot Futures.
Look 4: Ghetts wears denim set from Louis Vuitton.
Look 5: Ghetts wears Joseph Brimicombe jacket
Look 6: Ghetts wears Rife & Stride jacket, Etudes jumper and sunglasses from Casablanca.