'i sing, i write my own tune/ and i write my own verse, hell/ don't need another wordsmith to make the tune sell,' he sing-speaks over an acoustic hip-hop beat complete with head-nodding guitar riff - marking a swift departure from the saccharine singer-songwriter sound of his heart-tugging debut. 'they say i'm up and coming like i'm f**king in an elevator,' he quips with steely conviction, prompting the response, 'we know you're a real artiste now, but there's no need to be cocky!'