HIP HOP RELEASE: Sincere - Now Or Never

Once Upon A Time is the brand new single from London-bred rapper Sincere, and the first from his highly anticipated album Now Or Never. Production duo Firstman have forged Reggae, Jazz and Hip Hop to create an infectious summer anthem. Featuring Natty, Atlantic Records' hot new signing, Once Upon A Time is set to become the Hip Hop smash of summer 2008.

Already a favourite with urban DJs across the UK, Once Upon a Time definitely has the potential to cross over. As well as being playlisted by BBC radio 1XTRA, it's also receiving regular rotation on the UK's top radio stations, GALAXY FM, KISS FM, RADIO ONE (Tim Westwood, Rass Kwame, Dj Semtex) and is also one of the most frequently requested tracks on London's premier underground and internet stations.

Twenty four year old North Londoner Sincere made his first humble steps into the UK Hip Hop scene with a guest feature on a track with Brit rap legend Skinnyman. This was a move that symbolised Sincere desire to establish's himself as an artist with real integrity, one who could gain the much sought after respect of the underground, whilst meeting critical acclaim and ultimately commercial success.

Sincere is perhaps best known for the single That's Not Gangster. The single's accompanying video, released in 2005, is cited as helping to usher in a new generation of artists hungry to express their own angst in a uniquely London-centric way. It was an instant hit on MTV, Channel U and receivedimmediate rotation on RADIO ONE, CHOICE FM, XFM and 1XTRA.

The album, Now Or Never, is due out in October 2008 through Young Entrepreneur Entertainment and will feature guest appearances from Skinnyman, John Blood, Natty, Sway and fellow Young Entrepreneur signee Mark Henry.

Meanwhile, production duties are handled by the likes of P Nut (Dido, Amy Whinehouse, Faithless), Firstman (Hi Tek, Talib Kweli, Skinnyman, Lemar), Blak Jak (Miss Dynamite, Akala, Scorcher and Nathan), Res (Akala, Miss Dynamite) and Young Entrepreneurs very own in house beatsmith Godson (Sway, Scorcher).