The UK office of Believe has agreed deals with three key artists in the rap genre: SL, Cristale and Strandz.
SL (pictured) has inked an artist services deal with the company, with the agreement encompassing both frontline and back catalogue.
Under the deal, Believe UK will provide the infrastructure and support of a record label, including A&R, marketing services, international marketing, editorial and marketing partnerships at DSPs, sync and brand partnerships. SL will retain ownership of his masters and maintain creative control.
SL, who emerged from the UK drill scene, gained popularity with tracks like the gold-certified Gentleman and platinum-certified Tropical. He has amassed hundreds of millions of streams.
Meanwhile, Cristale and Strandz have signed artist distribution deals on frontline releases, with the Believe UK team providing label management, editorial and marketing partnerships at DSPs, video and audience development, and sync services.
Since releasing the 2022 viral smash Bong Bing, Cristale has gained recognition as an artist, including a viral freestyle with Teezandos on Plugged In w/Fumez The Engineer; a Nike Women’s World Cup Daily Duppy; her acting debut in Top Boy (and official single Roadents). She also had a role in Daniel Kaluuya’s directorial debut The Kitchen and a recurring role in 2024 Channel 4 drama Queenie.
Cristale performed at the 2024 MOBO Awards, and has featured in a social media advertising campaign for JD Sports in collaboration with Nike with her song Will You Ever? soundtracking the ad.
She has been collaborating with Toddla T and others to create new music that will be released throughout 2025. Her first release as a completely independent artist, Ready 2 Go, dropped on January 30 and has received early support from DJ Target, Tiffany Calver and Matt Wilkinson. She has been nominated in the Best Hip-Hop Act category at the upcoming MOBO Awards.
These three artists represent the very best in musical innovation
Johnny Pinchard
South London artist Strandz has seen a rapid rise, having achieved a Top 10 hit and the second biggest-selling rap song of 2023 with the platinum-certified Us Against The World,
Strandz performs and produces his own tracks. His latest single, Time, features Giggs.
SL’s manager Najib Kajumba said: “Signing with Believe marks a new chapter in SL's journey as an artist. Believe’s support for independent voices and global platform gives the team the freedom to share SL's music with the world, while staying authentic to his vision and unique sound. In the words of SL himself, ‘We look forward to creating greatness!’”
Cristale said: “I’m excited to embark on this new journey with my new team. It’s not going to be easy but it will be worth it. I’m very grateful for this opportunity and I know Believe believes in me as much as I believe in myself. Let’s Go!”
Strandz’s manager Jai Garcha said: “The agility that Believe offers its artists, with the ability to act fast when things are working, and scale up or pivot where needed, aligned with our approach to releases and the relationship with our audience.”
Believe UK’s head of A&R Johnny Pinchard said: “These three artists represent the very best in musical innovation. They are making some of the most exciting music coming out of the UK right now and we are grateful that they have put their trust in us to deliver on their vision.”
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