Artist News Brands & Merch Business News Labels & Publishers

Skepta formally launches Big Smoke creative agency and announces plans for label

By | Published on Tuesday 1 November 2022


Skepta, aka Joseph Adenuga, has formally launched his new company Big Smoke Corporation and confirmed plans to open up a record label through the venture.

The new company will provide creative consultancy to media and brands, and also operate a talent division active in music, film and culture at large. The latter will also include the Big Smoke Records label, more details of which are promised in the months ahead.

Around the release of his 2021 EP ‘All In’, Adenuga said that he was stepping back from releasing new music and would be focusing on production work and other projects moving forward. Then in September this year a big old creative partnership with Puma was announced.

That partnership will be run through the consultancy side of Big Smoke, which has also been hired by Channel 4 to provide “content, talent insight and strategic vision” to Channel 4.0, the broadcaster’s new digital platform that is hoping to engage an audience from early teens to mid-20s.

As for the talent side of the new venture, Big Smoke says it 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”. And, it adds, “the growth of Big Smoke Corporation’s talent division will be accelerated by the launch of Big Smoke Records which will be announced in the coming months”.

Commenting on all this, Adenuga himself says: “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”, he goes on. “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”.