Speaking to Music Week in New York on the day his Disc-Overy album was released in the US, the rapper explained, "Social networking is a fundamental part of what I do. If it wasn't for social networking I don't think I'd have the fanbase I have now. Before I signed my record deal, it was very much me on my blog, promoting myself and promoting other artists."

For him, social media allows a new type of engagement with fans that ...