This year’s addition to the Did Somebody Say campaign is the first focused specifically on UK and Irish markets, rather than the previous global approach. So, both artist and song needed to reflect and celebrate UK and Irish culture. We wrote and created a track that felt authentically Craig David, weaving in references to his iconic career while telling the stories of the diverse people who make up our audience. The familiar mnemonic was adapted with garage/r&b backing vocals to fit seamlessly within the genre. Importantly, garage music is intrinsically linked to UK culture, so it’s the perfect genre to tell these stories.