New Musical Express (NME) - 80 Based on rating 4/5
He's now friends with Drake and a star on both sides of the Atlantic, but Giggs remains the London rapper we know and love on his blockbuster fifth album With his gruff accent and unique flow, which sounds like someone calmly but aggressively reading off a shopping list, Giggs has solidified himself as one of UK's rap's most original personas. More like an eccentric character you'd find down a south London boozer than your typical grime star, Giggs sounds like nobody else on the UK scene. Now he's friends with Drake and an artist known on both sides of the Atlantic, there's perhaps been a fear Giggs' fifth studio album 'Big Bad' might tamper with the 35-year-old's individualistic style and re-jig the formula in order to reach a wider audience.
Since first establishing himself as one of the UK's most creative rappers with 2007's 'Welcome 2 Boomzville', Giggs has proven he's worthy of the accolade again and again, dabbling in bashment, reggae, drill, grime, trap and hip-hop. 'Big Bad' celebrates all the above and more, in 18 thunderous tunes. Opener 'Great Collectives' - featuring NYC-via-Albania rapper GASHI - thuds dark bass alongside Giggs' famously steady, deep-toned delivery.