October 23, 2020
7Wallace
Overview - Che Lingo presents his incredible debut album 'The Worst Generation' accompanied by album focus single 'South' with full music video shot around the streets of Che's hometown Wandsworth in South London. Featured on the project is some of UK music's most respected artists - Ghetts, Kojey Radical, Samm Henshaw and Rachel Chinouriri. This album is the story of Che's experience being a young black man growing up in London - the struggles, the growth, his relationships with his friends and trying to create something special through art even with odds stacked against him. Che uses the term 'The Worst Generation' to describe the negative image cast upon him and others who grew up like Che, the negative stereotype often placed on young black men and an insight into how it feels navigating life under this cloud. The album includes singles 'My Block', inspired by the story of his friend Julian Cole who's neck was broken after an altercation with UK police 'Black Ones (feat. Ghetts)' & soon to be released 'Dark Days (feat. Kojey Radical)'. Upcoming promo includes: - Performance livestream with Amazon Music & Twitch, including Amazon homepage positioning - Soundcloud 'Ask Me Anything' promoted Q&A with Fans - Album performance livestream in association with YouTube Press - Che was named 'One to watch' by The Observer (March 2020) and The Guardian called Che's' 'My Block' one of "the protest songs of Black Lives Matter 2020". He received extensive positive press coverage on his new music from The Independent, NME, Complex, Clash, Trench, GRM Daily, Line of Best Fit and more. The Independent interviewed Che in June about the UK's police brutality and commented on the 'galvanising power' of Che's music. He is currently working on a fashion shoot with GQ magazine and is the current face of Soundcloud's campaign 'First On Soundcloud', which includes extensive marketing push including homepage coverage on Soundcloud.com. The upcoming video for 'Dark Days' feat. Kojey Radical will be premiered by NME. Radio - Che's recent releases have received Radio support across BBC Radio1, BBC Radio1xtra, Kiss FM & CapitalXtra from Clara Amfo, Toddla T, Rickie, Melvin and Charlie, DJ Target, Mistajam, Kenny Allstar, Rob Bruce, MK & Shortee Blitz, Twin B, Manny Norte, Swerve, Rampage, DJ Ace and others including daytime 1xtra support. He's currently on the SiriusXM Hip Hop Nation playlist and being played by key tastemaker DJs throughout the US including DJ Pup Dawg in Boston and US radio legend Hollywood Hamilton. USA - Che's video 'My Block' is currently on rotation on Revolt TV and BET and is on the playlist on Sirius XM Hip Hop Nation. He had an interview with DJ Pup Dawg on his syndicated show on Boston's WJMN radio station and a recent filmed interview with Terrence J for Revolt TV. Che's single 'My Block' is featured on the upcoming NBA 2K21 game soundtrack and is also confirmed for another major global game soundtrack, to be released mid September. His latest release 'Spaghetti' remix is being heavily supported by radio legend Hollywood Hamilton on his iheartradio show. Live - Che will perform songs from his album in a special 'virtual concert' in collaboration with YouTube. He also has a live performance stream scheduled with Amazon Music and Twitch, which will be livestreamed on the 24th September. His UK natinal tour has been moved to spring 2021 in light of the Coronavirus pandemic. In March 2020 Che supported Grime pioneer Ghetts on his nationwide UK tour. He also played at festivals throughout 2019 including Glastonbury, Wireless and is confirmed for the next Lovebox, Sonar Festival in Barcelona, and Limestone festival in Munich. Social Media - This release will include paid social media campaign geared towards driving streams on DSPs and views towards the official music videos, specifically 'Dark Days' and 'South'. The album campaign will also include an advert voiced by Idris Elba which will be supported by paid spend on DSPs and Social media. Sync/Partnerships - Che Lingo is currently the face of Timberlands UK wide campaign under the slogan 'London Needs Che Lingo'. His track 'Same Energy' was included on the latest Top Boy Soundtrack, and his track 'Circles' was used as part of a recent Cartier campaign. His track 'My Block' was featured on the recently release NBA2K game and is confirmed for another upcoming global video game soundtrack. He is currently working on a branded campaign for Audemars Piguet.