Mercury Prize-winning artist, Skepta announced that he would be launching his own label, Big Smoke Records.
Thanks to his artistic agency big smoke company, the label is said to be “focused on signing new talent who represent and uphold the philosophy of Big Smoke Corporation; trend setters, who break the codes and do things differently.”
In a statement Skepta said: “Over my career, I have seen many brands and companies capitalize on the cultural currency of the music and creative industries without adequately supporting artists or those working in these industries.
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“This is a unique opportunity for brands and businesses to collaboratively leverage the influence of industry and culture while ensuring they authentically and appropriately support creatives and artists.”
The grime star – whose real name is Joseph Olaitan Adenuga Jr. – was also announced this week as a global ambassador for PUMA after Big Smoke and the sports brand began a partnership in September.
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Skepta adds in his statement: “The launch with Puma and Channel 4 has shown future brand partners how successful they can be when they are open to working collaboratively, me and my team look forward to working with like-minded creatives and brands. the same ideas.”
Becky Buckle is Mixmag’s video and editorial assistant, follow her on Twitter