DLKW exec takes Jay-Z to Newport

DLKW account executive Leo Sloley has become an unlikely celebrity after his spoof rap song 'Newport State of Mind', a take on Jay-Z's 'Empire State of Mind', took off on YouTube.

Sloley along with director girlfriend Morgan-Jane 'MJ' Delaney and friend Tom Williams had the idea in May this year.

The video has now approaching 400,000 views from YouTube users and has prompted enquiries from journalists on national newspapers The Sun and The Daily Telegraph and the BBC.

The video is an homage to rap star Jay-Z and Alicia Keys’ global smash ‘Empire State of Mind’ replacing references to New York with references to the Welsh town.

Newport rapper Alex Warren and singer Terema Wainwright appear in the video and deliver lines including: "When you're in Newport. Chips, cheese, curry makes you feel brand new, washed down with a Special Brew."

Sloley said: "We’re big fans of Jay-Z, and we really liked the song, so we thought we’d do our own version of it. We really didn’t think it would take off the way it has.

"We thought that we’d just email it to a few of our friends, and they’d email it to their friends, but when you get woken up by a call from The Sun, you have to realise it’s gone a bit mad really."

The track has already been played on BBC Radio One and and has been tweeted by celebrities including Lily Allen, Phil Jupitus, Dom Joly and Gavin and Stacey actor Rob Brydon.

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