Here's why Ikea and a grime music star are trending in the U.K.

TORONTO – It seems an unlikely pairing, but Twitter users in the U.K. have been reacting to the new Ikea U.K. Christmas advertisement that has an unusual narrator – that of grime star MC D Double E.

Grime music originated in London in the early 2000s, emerging from other genres like garage, jungle, electronic music and hip hop.Twitter user wrote FridayD Double E, real name Darren Dixon, is a member of the grime group Newham Generals, and is considered one of the genre’s pioneering MCs.

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