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United Kingdom Joseph Olaitan Adenuga Jr., known professionally as Skepta, is an acclaimed English grime artist, songwriter, record producer, and music video director, whose career spans independent releases, major label success, and significant cultural influence.
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Request A ShowGlobal sports brand PUMA announced a long-term partnership with British-Nigerian grime MC, rapper, and record producer Skepta, who will work with the brand. This partnership includes Skepta's Big Smoke Corporation and the revival of his MAINS fashion brand.
Skepta has worked with a variety of fashion brands including Puma, Uniqlo, and his own label MAINS.
Skepta has further improved his brand by branching out into the rum industry with his successful partnership with Havana Club.
His impact extends into fashion where he has collaborated with brands such as Puma and Burberry, plus launching his own brand, MAINS, blending his Nigerian and British heritage.
His bountiful brand collaborations can best be explained by his impeccable knack for spotting talent. Collaborating with Nike, Bottega Veneta, and now, Puma.
Skepta has starred in campaigns for the likes of Bottega Veneta and Burberry. “Street style is recognised,” he says. This is further elaborated with his collaborations with Nike, Bottega Veneta, and Puma.
Levi's Brand announced a partnership with grime artist Skepta to launch the Levi's music project. All this summer, Skepta has been collaborating with Levi's as part of their Levi's Music Project and the #SupportMusic campaign to encourage creatives.
Launching with PUMA and Channel 4 has shown future brand partners how they can succeed greatness when they are supportive and allow for true, actual collaboration.
Joseph Olaitan Adenuga Jr. was born on September 19, 1982, in London, Greater London, England, UK. He began his career in music as a DJ for the Tottenham-based grime collective Meridian Crew in the early 2000s, where he was sometimes known as “Scoopa Daniels.” He later transitioned to MCing and, alongside his younger brother Jme, became a founding member of Boy Better Know in 2005. Early releases included instrumental tracks like “DTI (Pirate Station Anthem)” and “Private Caller.” His debut studio album, “Greatest Hits,” was released independently in 2007, followed by “Microphone Champion” in 2009. His third album, “Doin’ It Again,” released in 2011 by AATW, marked his entry into major label distribution and saw several singles chart in the UK Top 40, with “Rescue Me” reaching number 14. This period established his presence in the UK music scene.
Skepta’s career progressed with the release of the mixtape “Blacklisted” in 2012, and later, the acclaimed singles “That’s Not Me” (2014) and “Shutdown” (2015), both featuring his distinctive grime sound and achieving chart success. “That’s Not Me” won Best Video at the 2014 MOBO Awards. His fourth studio album, “Konnichiwa,” released on May 6, 2016, received critical acclaim and won the Mercury Prize in the same year, peaking at number 2 on the UK music charts. This album also led to his “Banned From America” tour, named after a visa denial, showcasing his international reach despite challenges. His influence extended beyond music, appearing on Debrett’s 2017 list of the most influential people in the UK. He also made his acting debut in the 2015 film “Anti-Social.”
In recent years, Skepta has continued to produce music, releasing his fifth studio album, “Ignorance Is Bliss,” in 2019, which charted in fifteen countries. He also released the collaborative album “Insomnia” with Chip and Young Adz in 2020, reaching the top 10 of the UK Albums Chart. His career has seen collaborations with significant artists such as ASAP Rocky, Kid Cudi, and Gorillaz. In 2018, he received a Nigerian Chieftaincy, becoming the “Amuludun of Odo-Aje.” Beyond music, Skepta has ventured into fashion with his MAINS brand and engaged in visual arts, with his paintings being displayed at Sotheby’s in 2022. He currently has worldwide representation with Wasserman Music, demonstrating his ongoing presence and impact in the entertainment industry.
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