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Dion Hamilton: rapper, businessman, mystery. Just as likely to be found holed up in his east London HQ as he is in the studio under his Sincere moniker, while you may find him listening to Yelawolf, Wiz Khalifa or Simply Red there's also a chance he'll have his head buried in the Sunday Times Rich List or be busy with his current read (Bill Newman's Soaring With Eagles if you're interested). Respected for his business acumen and metaphor slinging alike, here's a 26-year old with a bigger slice of the entrepreneurial pie than his youth and relative anonymity might suggest.

Gearing up to release his debut album, Yours Sincerely, in 2012, Sincere is no newcomer. Although once a keen footballer (a knee injury aged 16 ending his professional time at Enfield Town), with a father who produced alongside the legendary Malcolm McLaren (Sex Pistols) for a decade, consciously or otherwise, set a plan in motion.

It was a random studio session with UK hip-hop's infamous rhyme slinger Skinnyman that got Sincere his first play on Westwood's rap show. Moving on to become one of the scene's most revered wordsmiths, responsible for coining the ever popular phrase 'Lizzy' (meaning money), Sincere has made it his business to show that it's cool to be clever. With a discography that includes mixtapes So Far So Good, So Sincere, Stay Flee Get Lizzy and Written In The Stars Vol.1 and 2, it's no surprise that his CV boasts collaborations with Tinie Tempah, Chipmunk, Wretch32, G Frsh, Natty, Just Jack and I Blame Coco. Not one to think in the box his ultimate collaboration would involve Jamie XX with Frank Ocean, Kings of Leon, Wiley, Flux Pavillion and Hudson Mowhawke also making the list.

Where Sincere's career highs are concerned they too come in many facets. Tour support slots for Rick Ross, Lethal Bizzle and Akala haven't gone amiss but it's his 2005 favourite 'That's Not Gangsta' and 2008 trip into dance territory with 'Good Girls That Love Rude Boys' that cemented him as no
one-trick wonder and saw him win over crowds at Glastonbury. Other notable favourites including 'Repping' London', 'Once Upon A Time' and Pass It Over' have further garnered him praise from RWD, Mixmag, 1Xtra, Radio1 and beyond.

It was while attending John Loughborough, a small Seventh Day Adventist school, whose alumni include Leona Lewis and grime MC Ghetts, Sincere found himself inspired by self-made businessmen. Adopting the moniker 'Young Branson' (shout outs to the Virgin boss), after completing a business studies course at college he went on to set-up an import and export business, delivering American streetwear brands to the cream of the UK music scene (Dizzee Rascal among his many customers at the time). A success, he was then able to fund his record company Young Entrepreneurs, more recently adding YE Films to his portfolio. A production company he co-owns, video credits include Loick Essien 'Love Drunk' and Dub Pistol's 'Daylight'.

With fashion completing his vocational interests, citing Christopher Shannon, Burberry, APC, Dior and Uni-Qlo denim as current penchants in the world of style, it's of little surprise to Sincere's peers that he's taken his love to the next level. The avid collector of trainers (check his latest dolphin grey Air Jordan's for evidence of good taste), now actively engaged in the creative industries, will launch XYE Clothing in July. A joint venture between himself and classic designers House of Billiam (Giles Hattersley's a fan so a definite win), with a range that features high-end, understated varsity and biker jackets along with tracksuits aimed at a post-Prada generation, a rare foray into a world of tailored street fashion looks set to turn heads much like his music.

Mixing up the best of both worlds, his new outing 'Ain't Nobody Like You' sets the levels for what to expect from next years LP. Having been in the studio with Daley, Professor Green, Owen Cuffs, Kid Bass, Ayo Music, Thy Maryan and Ben Scarrs amongst others, it's shaping up to be a notable notch on Sincere's ever-growing record of achievements.

A true cool kid.


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