It’s been 20 years since Craig David redefined what the week looked like and made chilling on Sunday the ultimate reward for a productive seven days.
For those who spent the noughties dancing to David’s dulcet tones, it may seem like just yesterday since he burst onto the scene aged just 18. But the singer, songwriter, DJ and producer has spent the past two decades showing audiences worldwide what it means to stand the test of time by staying innovative and authentic.
And now, ahead of his Hold That Thought tour kicking off in April across the UK, Advertising Week Europe 2020 delegates have the rare chance to see the star in an intimate setting, away from the big stages and media headlines. David will appear live at Advertising Week on Monday, March 16 at 4.45pm in this year’s first ‘Great Minds Evening Interview’, in conversation with Snap Inc’s VP International, Claire Valoti.
Come along and find out how creativity, collaboration and a dash of entrepreneurialism have been the pillars of David’s 20-year career, building him a net worth of around £14 million. Hear him reflect on his journey from making music in his bedroom in Southampton, to releasing 20 UK Top 40 singles and seven UK Top 40 albums, working with the likes of Artful Dodger, Sting, Bastille, Tinchy Stryder and the Backstreet Boys, to name a few.
For those who didn’t spend 2000 clubbing to David’s hits, he was the home-grown super talent behind the hit-filled album Born to Do It, filling the airwaves with the chart classics Fill Me In, 7 Days, Walking Away, Rendezvous and Rewind. He became the youngest UK solo artist with a number one debut single and went on to be nominated for 14 Brit Awards and two Grammy Awards, while selling over 15 million records worldwide as a solo artist. Born to Do it was even voted by MTV viewers as number two in their "Greatest Album of All-Time" poll, behind Michael Jackson's Thriller.
Reinvention, relaunch and relevance have also played a part in David’s longevity. His recently launched ‘TS5’ brand has made him a staple of the Ibiza scene and catapulted him across the global club landscape. Like his original career, TS5 started out organically, when in 2012 David began throwing pre-club parties for friends at his house. From “10 people messing around with iTunes playlists”, David’s regular event gained such popularity that he started hosting it as a DJ, complete with piano and microphone, and naturally, security to look after a guestlist featuring models, actors and rappers.
After posting exclusive sets on music sharing platform Soundcloud, TS5’s popularity hit the UK, with radio stations Capital and Kiss broadcasting live from David’s parties, giving listeners a slice of the Miami party scene. TS5 fever began to spread, and David’s live nights became the most sought after gigs across the UK, including his memorable Glastonbury performance in 2017.
TS5 has snowballed internationally and become a globally recognised party brand – to date, over 1.5 million clubbers have packed venues across Australia, the US, Japan, Dubai, Bali, Malaysia, Hong Kong and Europe. Since 2016, David’s TS5 Ibiza Pool Parties have become a sellout island fixture, complete with high profile guest acts, launching him into the next phase of his career.
In this new chapter, social media has played a crucial part in David’s ability to engage audiences both new and old. With nearly 2.5 million followers across platforms, David has spoken previously in the press about making a conscious effort to spread positivity via his channels.
David will also touch on his work with the World Health Organisation, who named him a Goodwill Ambassador against tuberculosis in 2010, and with whom he has been working to help overcome the social stigma of TB to help beat the disease.
“Craig David has shown us what it takes to continue to capture the public’s imagination after 20 years and stay strong in the game – not just talent and catchy tunes, but new ideas, fresh formats and finding a real unique niche in which to build a brand. TS5 is a brilliant example of a repositioning and revamp that has really hit the mark,” says Elizabeth Petra, Executive Director, Advertising Week Europe.
Craig David opens Advertising Week Europe 2020’s Great Minds Interview series, all taking place on Story Crafters Stage 1 at Picturehouse Central.
David will be followed on Tuesday 17 March by renowned broadcaster Edith Bowman and a special guest to be announced soon. Rugby World Cup winning coach and founder of Hive Learning, Sir Clive Woodward, closes the Thursday.
Don’t miss seeing Craig David at Advertising Week Europe 2020 on Monday, March 16. View the full schedule here. Passes are available here.
