If you do a Google search on Gavin Cracck, chances are you’ll not turn up much about him. There are also some news pieces but it is almost like he is a phantom who has not fully crossed over into the super-entangled web of over-sharing that is the 20th century. But that’s exactly how he wants it.
The paucity of information online about Cracck is a conscious decision. The rapper decided to scrub off his online footprint as part of a career rebrand. “ I had to take everything down,” he admits while talking about his prior songs. “Previous releases had all been locally, that’s why I left most of them off the Internet, partly because I wanted a rebrand. So, now, when you search for me on the Internet, the only thing that you’d probably find is “Push The Limit.”
Born Edamwen Gavin Ikponmwosa in Sapele, Delta State, Cracck has lived music his whole life, having been compared to pop singer, 2face, as a young child. “They used to call me small 2face because we looked similar and I really paid attention to the whole “African Queen” era, I wrote a cover of the song.”
But he got sold on hip-hop when Lil Wayne’s “Make It Rain” took over the airwaves.
That love for rap, in what he recognised as puritan fashion, led him to record his first song, Kill ‘Em With The Swag,” In 2010. “Then, we were doing a lot of hard-core rapping, afrobeat hadn’t really entered the market as strongly. But I’ve been making music since then,” he admits.
That period of career, experimenting heavily around rap sounds, is now archived away from the Internet’s prying eyes and can only be found with “people who probably have old songs of me on their phones.”
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Now, Cracck is doing new things and making newer experiences. “Push The Limit,” his June-released official debut single is a collaboration with renowned lyricist, Vector, that officially marks his second coming. On his Instagram, the track is being heavily promoted and, in one post, he described the song as a “pregnancy” that he carried for one year.
In our discussion, the 27-year-old freely talks of how the song taught him delayed gratification. “It tested my patience, my patience has never been tested like that in my life. It took a couple of months for that song to come out. I gave up, came back, but I kept thinking that I really needed to do this. I had to be patient and strong-willed.”
Speaking on working with Vector; he said;
“He was asking me a couple of questions because, as you know, he’s arguably the best rapper in Nigeria and he wanted to know if I knew what I wanted to do.”
“In the song, what I pointed out with my verse was what was around me. People making money through internet fraud and not making a useful impact in society. But, Vector does not have those experiences. He connects more to what’s happening around us. That was what led him to rap about the kids at Freedom Way in Lekki.”
Having a song with Vector is a surefire way to get traction and Cracck admits to noticing a buzz. “There’s recognition,” he says. “Especially within the rap community, I got followers and Facebook friends and recognition from hip-hop platforms; people analysing; critics talking about it and all. Now, the task is to follow-up, the recognition is there, and we need to shoot a video; though we are already in discussion about it. When the video drops, the recognition would be stronger.”
He shared with us how his creative process involves just about anything:
“It depends on my mood, I work with everything around me. I put ideas/materials together, think about them, how to get the best I can get from it. There’s no fixed time frame, I let it flow”
More singles and a loaded EP is what Gavin Cracck has lined up as he positions himself to take the industry by a storm.
Listen to “Push The Limits” here.
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