A selected biography of Sef…

A true diamond in the dirt, former So Solid Crew and Reelists singer Sef has risen through the concrete mesh of the streets, and sculpted his undeniable talent throughout each hardship that the grime of the city has thrown at him. From urban trials to major label deals gone sour, Sef’s story is one of tribulations, successes and some damn good music…

Born in 1980, Sef was raised in the tough streets of South London, surrounded by council estates addled with poverty, crime and drugs.

The third of five kids,

Sef was fortunate enough to have a hardworking father and music loving siblings: his two older brother’s collection of classic swing records planted the seed of the soul that would follow. With the sounds of Jodeci, Stevie Wonder and Al B Sure reverberating through the household, it is plain to see how Sef’s idea of classic soul was carved out of stone. As he watched his brothers dabble in the street hustle, Sef knew that he would take a different route to success.

Too young to start recording, a teenage Sef stayed up late to study his idols on U.S chart shows "I used stay up till two in the morning to watch the American bands/artists exploit their natural talents. I even knew back then that this was for me". 

Joining his first crew ‘2hype2young’ alongside fellow So Solid members Swiss, Kaish, Megaman and younger brother Mr Shabz, Sef remained the focussed, quiet kid of the group, still maintaining his dream of performing to the world. After the whirlwind success of the So Solid Crew, Sef laced no less than three of their top ten chart hits with catchy hooks – including ‘So Grimy’, ‘Broken Silence’ and ‘Haters’.

At the age of 23, Sef signed to Polydor as one half of the duo The Reelists, releasing the classic ‘Freak Mode’ single to critical and club acclaim. After a label collapse, the group were scooped up by the MD of Atlantic UK, resulting in a world tour and collaborations with Rod Temperton (Michael Jackson), Sean Garret (Chris Brown, Mariah Carey, 112), and Mike City (Brandy). Sef was later introduced to modern soul legend Robin Thicke, leading to the pair teaming up on an enormous track on Sef’s new album. After two years, the label couldn't find right time to release Sef’s incredible debut solo project. Sef’s understandable frustration at being shelved led to him approaching his brother Shabz, who along side Reelist Producer K1 had formed the Music Kidz production label. Now free of his major label deal, Sef has begun his musical rebirth.

For more information, please contact: corin@grindstonepromo.com