This sort of self-promotion doesn't go unnoticed, as such; his mixtape’s have been nominated two years running at the coveted OMA’s (Official Mixtape Awards). The fans and critics cottoned on to the mischievous entertaining lyrics embedded in catchy songs and a personality that has become the backbone of Alex's music as he has perfected the medium of entertaining.
As an artist he is the poster child and mouthpiece for a broken, disgruntled generation. synonymous with the modern day genre of Hip-Hop, though growing up in the same deprived neighbourhoods and broken families as his peers, Alex is a breath of fresh air as he covers family strife’s, relationship woes, political thoughts, financial issues, self-doubt, everything his fans go through.
Following the success of last years single 'Emoji' and debut album 'Knock Down Ginger' Alex is currently busy recording new studio projects set for release throughout the year.