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Now, despite forcing the not-remotely-bad-at-singing Taio Cruz through the vocodermangler of Auto-Tune, so that he sounds like Basshunter, and employing the kind of shameless trance-dance production that...well, again, Basshunter is a name that springs to mind...the Tinch's breakthrough hit is actually closer to the kind of glossy boy-girl pop mini-dramas that Akon has been churning out recently, as though there's a global shortage.

Here we see Tinchy, down on his knees because he has done wrong by his girl. Her friend was looking at him with the goo-goo eyes and frankly, a hot young stud can only knock back so many opportunities, right? But he does see that this has hurt her deeply, so what he wants to know - and he's brought his friend along for moral support - is whether she will forgive him if he promises not to act in quite such a cocky way in future.

Now I know what you're thinking, once a cheater, always a cheater...and maybe you're right, but just look at what risks Tinchy is prepared to take, taking years of hard-won respect as an underground MC and throwing it all away on what grimesnobs will (possibly) be calling a silly old pop song.

That's got to be worth something, right? I mean, apart from all the money, fame and success you get when your silly old pop song goes all the way up the silly old pop charts.

Download: Out now
CD Released: January 19th


(Fraser McAlpine)