Central Cee: New album Can’t Rush Greatness finally lands

“He understood we’re in a singles market,” says Kenny.

“Let’s call it ‘fast food music’.

“The younger generation, they’re not always ready to sit down and listen to a whole in-depth project because we’re getting so much music at such a rapid rate.”

Cee’s singles are quick to get to the hook, says Kenny, and he’s kept his mixtapes short to keep fans engaged.

“Why would you put out a project if the audience isn’t ready to take it in?”

Instead, Kenny says, Cee’s been biding his time, “building a buzz” off the back of his hits until fans are “ready and gagging for the project, the album”.

It’s worked on super fan Jessica Mosses, 21, who says: “I’m so excited to have so many brand new songs that we’ve not had before.

“I’m gonna make sure I’m doing absolutely nothing so I can sit all day and listen.”

Jessica admits she’s excited to finally have an album to listen to, but thinks how an artist releases music is becoming less relevant.

“He’s got to this point just releasing singles and mixtapes,” she says.

“I do think that people don’t really care what they’re releasing as long as it’s new.”

Even though he’s found success without one, others think an album was always going to be on the cards for an artist with Central Cee’s ambitions.