Let's take things back ten years. It's 2007 and the explosive pace of grime is all over London pirate radio, with aspiring MCs looking to the likes of Wiley and Dizzee Rascal for inspiration.
Up steps Giggs. The frontman of south London's SN1 crew was about to take things in a new direction. Rather than aspiring to compete on pace, Giggs took things in the opposite direction and slowed things right down.
Fast track to 2017, and his unmistakable flow has won him a number 2 album, an appearance on Drake's More Life and enviable respect in the rap scene.
This Friday (13 October) he hits The Warehouse Project fresh off the back of releasing his Wamp 2 Dem mixtape.
Here are ten tracks that sum up the past ten years for The Hollowman.
2007 – Talkin' Da Hardest
Even though Giggs and his SN1 crew had already released a string of mixtapes, this was the track that really made people begin to take notice.
It features The Hollowman rapping over the instrumental of the Atlanta rapper Stat Quo's song Here We Go, originally produced by Dr. Dre.
2008 – Open Up
A highlight from 2008's Walk in Da Park, club-centric Open Up is a definite hint of the potential of the SN1 main man.
2009 – Look Out w/ Skepta
In 2009, two defining forces in the UK urban music scene came together for a link-up that showed exactly why Giggs and Skepta were on the cusp of something big.
2010 – Look What The Cat Dragged In
One of the top comments on this video simply says: "The UK's equivalent to 50 Cent's In Da Club." I don't think I could put it better myself.
2011 – Bring The Mac
In 2011, American rapper and G-Unit Records alumni DJ Whoo Kid released a selection of mixtapes with some of UK's hottest MCs, such as Skepta, Tinie Tempah and Giggs.
The move was designed to help not only Whoo Kid hit the UK market, but also introduce Giggs and co. to US audiences. However, as is still the case, the latter is still yet to really hit off stateside. But that's a whole other debate.
2013 – (Is It Gangsta?) Yes Yes Yes
The first single from 2013 album When Will It Stop, (Is It Gangsta?) Yes Yes Yes is a lively, upbeat number carried along by climatic drums and piano.
The track was produced by Mark Ronson, and you can definitely tell.
2016 – Whippin Excursion & Lock Doh w/ Donae'o
Despite losing his contract with XL Recordings, Giggs never went down, releasing 2016 album Landlord on SN1 Records.
In a cruel twist of fate for XL, the album surged to number 2 in the UK charts, and club dancefloors up and down the country couldn't stop moving to the infectious Whippin Excursion and Lock Doh.
2017 – KMT w/ Drake
An endorsement by possibly the biggest hip hop artist in the world right now is hardly bad going.
Interestingly though, this track has been received a bit like marmite, with many Americans split on whether they rate Giggs' verse, stoking the whole divide between rap culture in America and Britain.
2017 – Peligro w/ Dave
And almost in direct response to that criticism came new mixtape Wamp 2 Dem – Jamaican patois for "what's wrong with them" –which dropped last week.
Featuring a string of artists, including Popcaan, Donae'o, 2 Chainz, D Double E and Young Thug, this track with Dave is a definite highlight.
Giggs is playing The Warehouse Project this Friday (13 October 2017) alongside Devlin, Charlie Sloth, Oneman and Nadia Rose. Tickets are sold out, however, you can still purchase the last few as part of packages with apartments here.