As one door closes another one opens. And in the case of Proudlock of the recently finished Made in Chelsea infamy, that door opens onto music. Not boybands, rather rap, with a track called ‘Ma Tee’* recorded in a bid to sell more of his Serge DeNimes t-shirt line (‘and’, he told the Telegraph, ‘to steer Serge DeNimes away from the whole Made in Chelsea thing’), and which looks set to take the music world by storm.
Then we pressed play.
We’re not going to lie. It’s pretty bad, something largely compounded by the fact that it sounds quite expensively produced and the video, featuring lots of attractive women in little shorts and logo t-shirts which can presumably be purchased online through sergedenimes.com - you know, should you so wish - is a bit, well, lame.
To wit: 'I see y'all looking at ma tee and I know that I definitely looking like a G/Now you wan' one, where'd I get it from www.sergedenimes.com/ yeah yeah that's where it's at, look it up or get one and put in on your back.'
As for Blueblood, the rather hilariously-titled rapper who wrote and recorded the track, we’re not sure when a cut off tee and rat tail hair extension became common requisites of ‘rapper chic’, but then who are we to pigeonhole.
Still needs must. And while reactions have been mixed (to which Proudlock has responded by claiming it’s a spoof), it’s probably worth a listen if you like to support the arts. And want to support his t-shirt range. But as for music, we can safely conclude that Professor Green won’t be losing any sleep over this…
*loosely translates as MY T-SHIRT