Like a lot of us, Elliot Gleave (or e.g., for example), is a bit jealous of those lucky people who know exactly what they wanted to be when they're 18 and just went for it. He never had that. As a kid he listened to Nirvana, Motown and Michael Jackson. At school in west London it was all Wu Tang Clan, Jay-Z and Slick Rick. At university he would MC at garage raves, make countless mixtapes and host pirate radio stations, but music still came second to filmmaking.
It wasn't until he was 21 that he really took music seriously. His first album was all hip-hop as that was all he knew. It sold 10000 copies. "It was a cult thing," he says. "It isn't the real me."
After a stream of indie collaborations and one-off single releases Example made a lasting impression on many of the BBC radio DJ's. Their attention paid off with What We Made, the official debut album released in 2007. A quantum growth spurt of intelligence, irony, beats, and rhymes separated that first album from Won't Go Quietly which three years later featured guest shots from Dubstep and House comrades MJ Cole, Scotsman Calvin Harris, and the Chase & Status battery only added to the appeal of an album already knee-deep in chart hits.
Since then his rise to the top of the UK national scene began to detonate for real in 2010, when he sent two singles into the Top 10, "Won't Go Quietly" and "Kickstarts." He was now a Breakthrough Artist with anthems that jet-propelled the Won't Go Quietly album to gold.
The 29-year-old Grunge-addict had also turned into a hard-working summer rock festival must-see tour destination for his non-stop growing Euro army of fans. "Watching 60,000 people singing ['Kickstarts'] back to me at a festival was my Eureka moment. It made me realize what I should do. I draw from intensely personal experiences then tweak those feelings to make them open to everyone."
With the release of his latest album, Playing In The Shadows, Example has his eyes set on a stateside breakthrough. Now he views his goals clearly, and his responsibility to "lead the next generation of dance acts. This album will make that happen for me," he says. "I've been on a crazy journey but now I'm right where I need to be. Now it's all about music. This is the first time I've really worn my heart on my sleeve. This is about real life now."