Central Cee ‘Cant Rush Greatness,’ Whether That Be His Debut Album Or Partnership With Bose
Central Cee has been one of the most impressive new acts over the last few years, going from the viral hit “Doja” to linking up with Drake for an On The Radar freestyle and gaining worldwide recognition. It is fitting that he partnered with Bose for their new Ultra Open Earbuds campaign, as he has found his way into millions of people’s headphones, car speakers, and playlists.
“I was kind of excited you know,” he exclusively told VIBE about the partnership. “I really like using Bose products. They’ve got some of the best products in the world when it comes to sound systems.” The London rapper is featured in the campaign alongside Tyla, Don Toliver, and Lisa, and had one of the standout moments in the advertisement when he asked for tea, a beverage commonly associated with his home country.
“Yeah, it was kinda funny,” he said when learning he would deliver the tea line. “But not really – because I do drink tea… a lot.” He didn’t get to link up with any of the other acts in the campaign, but there is one particular artist who he may be hearing the tea (colloquial) from. “[Don Toliver, Tyla, and Lisa] weren’t there on the same day. It was just me and my boys, so there wasn’t any interaction,” he said. “I’ve spoken to Tyla since though – we’re friends.”
Central Cee put the bow on what has been a strong last few years for him by recently announcing his debut album Can’t Rush Greatness. He used those three words to describe what 2024 has been like for him and, as for the album, he had another simple yet strong three words: “Expect the unexpected.”
The album will be out on Jan. 24, 2025, and potentially include his 2024 singles like “BAND4BAND” featuring Lil Baby, “Moi” featuring RAYE,” “Gen Z Luv,” “I Will.” Time will tell as the 26-year-old rapper held his cards close to his chest regarding the album. One interesting revelation he did yield is the artist who he would like to make a collaborative project with, following his successful 2023 effort Split Decision with Dave.
“If I was to pick 1.. it would be Adele and I doubt that’s gonna happen,” he said. “So no one.” Adele’s been on the road performing this year and hasn’t released an album since 2021, so his apprehension was sensible. He was recently spotted with another star who has had a major tour in 2024, though she released an album just a few months ago: Sabrina Carpenter.
Central Cee went viral for pulling out his Nintendo Switch while sitting next to Sabrina Carpenter at Louis Vuitton‘s spring 2025 menswear show in Paris back in June. “Mario Kart,” he said when asked what game he was playing. “It’s the only game I have!”
One certainty is that Cench does not treat his music or his branding like a game. It was all business for the Bose Ultra Open Earbuds commercial and during our conversation. When reflecting on his career thus far, the Columbia Records signee gave three records to help new fans get to know him and his sound; they might surprise people. “‘Ungrateful,’ ‘Cold Shoulder,’ ‘Khabib,'” he responded. All three songs come from his 2022 mixtape, 23.
The road to Can’t Rush Greatness is a big one for him, and given his success over the years, one can say his debut album making a splash will be a matter of time. “Told you I needed time, but really the truth is I don’t believe in time/ Feel like I been here over a thousand years like since the medieval times/ And I’m still just a cutthroat king even though this is recent times,” he rapped in 2023 for On The Radar.
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