Winner Stays On

Roll Deep have seen now-popular names like Dizzee Rascal, Wiley, Tinchy Stryder and 1xtra DJ Target rise through its ranks. For …Deep End, though, it turned out that snappy grime numbers like When I’m ‘Ere lacked the commercial appeal of crossover tunes such as The Avenue and Shake a Leg.

　　Roll Deep, then, have evolved into a curious – albeit not terribly uncommon – thing: a grime crew that doesn’t play grime. Their fourth album, Winner Stays On, is, flagrantly, a pop album, and the good news is that they’re getting better at it. Good Times, which hit number one in the charts back in May, is excellent: a deliberately glitzy celebration of kicking up one’s heels, tales of high-street consumerism and clubbing propelled upwards on ecstatic synth bumps and a yearning chorus courtesy of Jodie Connor. Both Take Control (complete with a vocal from Alesha Dixon) and Green Light, a Calvin Harris-style pop bounce that wraps cheeky mating-game raps around a Green Cross Code-friendly metaphor, stick to a similar formula – and while this is obvious stuff, it’s certainly well-done.