Grime icon Skepta is launching his own record label.
The 40-year-old hitmaker launched a talent agency called 'Big Smoke Corporation' and will soon spill more information about 'Big Smoke Records'.
According to Skepta, the label will “focus on signing new talent who represent and champion the ethos of Big Smoke Corporation; trend setters, who break the mould and do things differently."
He says "authentically and adequately supporting creatives and artists" is at the core of its ethos.
In a statement, Skepta - whose real name is Chief Joseph Olaitan Adenuga Jr. - said: "During my career I’ve seen many brands and corporations capitalise on the cultural currency of the music and creative industries without adequately supporting artists or the those working within these industries.
“This is a unique opportunity for brands and corporations to collaboratively tap into the influence of the industry and culture whilst ensuring they are authentically and adequately supporting creatives and artists."
Skepta has since partnered with PUMA to encourage collaboration between creatives and brands.
He added: “Launching with PUMA and Channel 4 has shown future brand partners how they can succeed greatness when they are open to working collaboratively. Me and my team look forward to working with like-minded thinking creatives and brands."
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Skepta is a British-Nigerian grime MC, rapper and record producer best-known for his 2015 hit 'Shutdown'.
