"I went from youth club to pirate radio to legal radio to mixtapes to singles to here, " he said.
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2.
On his mixtapes, he's evolved out of conventional bling-thug rhetoric into something much looser and more playful, treating gangsta rap's antisocial themes primarily as an arena for wordplay.
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3.
Unlike most musicians who snag endorsements off mainstream record success, London has managed to build brand connections off the back of a few mixtapes and a sense of style.