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Central Cee

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The rise of Central Cee

From drill to Drake, here’s how Cench took on the world and won

The most policed genre of music in the UK doesn’t tend to scream landslide commercial success, let alone the notoriously difficult job of breaking America. I mean, take Robbie’s repeated attempts. If Britain’s most treasured pop export beloved by mums couldn’t do it in his tiger underpants, it’s perhaps surprising that a drill star with a seemingly short run-up has. More so when you take into consideration America’s heavily saturated hip hop scene and some of the UK’s biggest rappers like Stormzy and Skepta’s relative failure to do so on the same scale. But then there’s Central Cee, aka Cench.

Central Cee dropped his debut album, Can’t Rush Greatness, in January, which immediately shot to the top of the charts and entered the US Top 10. At the same time, the rapper announced a world tour of the same name including a spate of UK arena shows. So, how did 2025 become Cench’s year? 

First of all the notion that he’s come out of nowhere isn’t entirely true. A decade ago, at the ripe age of 16, Central Cee delivered a freestyle for Charlie Sloth’s ‘Fire In The Streets’ as well as a ‘Street Heat’ freestyle for Link Up TV with the foreshadowing lyrics, “Would you laugh if I said I’m tryna get a MOBO?” – an award he’d later end up scooping six of. 

Central Cee - #StreetHeat Freestyle [@Central_Cee] | Link Up TV

Central Cee’s rise isn’t a story about talent alone, it’s about strategic positioning that began all those years ago before there was even the whiff of a record deal. Unlike many UK drill artists who lean into hyper-local narratives – often within London, often with violent storytelling – Cench has crafted a broader appeal. His lyrics may flirt with street realities, but generally they avoid the themes that have caused backlash against UK drill, meaning more airplay and avoiding the censorship that has stifled many of his contemporaries.

There’s also his curiosity and willingness to adapt when it comes to his sound. Cench’s early music, like 2016’s ‘Pull Up’, reflected the then-popular Caribbean-infused autotune dominating the genre. Later, ‘Running Man’ leaned into trap production – another chessboard move in his experimentation with different styles.

But it was 2020’s ‘Day in the Life’, stripped of autotune and featuring a raw, drill-inspired beat, that solidified his identity as he challenged himself: “Turn off the autotune, let’s hear how you really rap.” This shift just so happened to align perfectly with the rise of TikTok and pandemic-era streaming habits, pushing him into mainstream consciousness.

Central Cee - Day In The Life [Music Video] | GRM Daily

From there, Cench continued refining his sound, blending the grit of drill with melody-driven, mass-friendly production. Tracks like ‘Loading’ and ‘Molly’ struck a careful balance: hard enough for drill fans but catchy enough for mainstream appeal. ‘Loading’, in particular, was dubbed “the happiest drill beat” by one YouTuber – a testament to his ability to soften the edges of the genre without totally abandoning it. It was essentially the Rizzle Kicks’ ‘Down With The Trumpets’ of drill music. And with that, Central Cee continued his evolution.

To understand Cench’s breakthrough, it’s relevant that his take on drill has largely avoided the topics that send tabloids into moral panic. Even his long-simmering beef with fellow West London drill rapper Digga D has been handled with careful restraint.

Ok he might reference dealing drugs, but he’s also a lover boy working through his relationship hiccups (‘Commitment Issues’). And unlike UK rap pioneers such as Stormzy, who previously used his platform to address British social issues like Grenfell, or Skepta, who has maintained a more enigmatic, underground presence, Cench has carefully built a brand that is charismatic, broadly relatable, and controversy-free. Brick by brick.

In the summer of 2022 Central Cee went for the jugular. After years of studying and experimenting with the commercial face of his genre, he dropped ‘Doja’. It was a sub 2-minute juggernaut of shock value (“How can I be homophobic? My bitch is gay”), the perfect hook and sample (Eve and Gwen Stefani’s iconic ‘Blow ya Mind’), and shooting his shot at huge US artist Doja Cat to stoke interest on the other side of the pond. Naturally, it blew up. ‘Doja’ went platinum and shot to No.2 in the UK charts, one upping the TikTok success of his previous track ‘Obsessed With You’ – an equally lean, catchy song that sampled PinkPantheress’ popular ‘Just For You’.

Central Cee - Doja (Official Music Video)

That moment was followed by a viral ‘LA Leakers Freestyle’ on Power 106 in Los Angeles which shrewdly blended UK and US slang – another point scored towards his adaptability and cross-cultural appeal, and a rare appearance for a UK rapper. Then came the major record deal and collaborations with Drake, J. Cole, Lil Baby, Ice Spice, and Asake to cement his status on both sides of the Atlantic.

Beyond the music itself, Cench’s branding has been immaculate. From Burberry collaborations to Vogue ‘What’s in my Bag?’ features, Central Cee has positioned himself not just as a drill, or even rap artist, but as a cultural figure. He’s deliberately navigated his way into the world of high fashion and lifestyle branding, making himself more appealing to a global audience beyond the confines of UK drill and fostering an image that avoids alienating the masses while remaining charismatic enough to crossover into celebrity realm.

Central Cee has gone from UK drill up-and-comer to global rap icon without totally waiving his authenticity – an incredibly rare feat and auspicious combination of timing, hard work, and playing his cards at exactly the right time. With a world tour soon underway and a No.1 album setting the tone for 2025, Central Cee’s ascent isn’t just a story of talent; it’s a masterclass in strategy, branding, and evolution. 

Central Cee brings his Can’t Rush Greatness World Tour to UK arenas this April. Find tickets here