- Krept has signed with YMU Group for management, covering talent management, commercial partnerships, brand strategy, digital, broadcast, live, publishing and IP.
- The signing is led by YMU CEO Mary Bekhait.
- The move follows YMU's recent signings of Emma Hayes and Vogue Williams, continuing the agency's push into entrepreneurial, multi-platform talent.
Krept has signed with YMU Group for management. The deal, led by YMU CEO Mary Bekhait, covers talent management, commercial partnerships, brand strategy, digital, broadcast, live, publishing and intellectual property.
One half of hip-hop duo Krept & Konan, Krept has spent over a decade in music while building a separate business portfolio. He co-founded natural baby skincare brand Nala’s Baby, which has landed on The Sunday Times’ list of the UK’s fastest-growing private companies, and he and Konan also run Saveways, a supermarket aimed at Black, Asian and ethnic communities.
The pair recently wrapped six seasons hosting BBC Three’s The Rap Game UK alongside DJ Target, before the show was cancelled.
The signing extends a busy stretch for YMU, which has been stacking commercially-minded talent under Bekhait’s leadership. The agency landed Vogue Williams in April, adding the Irish broadcaster and podcaster across its entertainment and commercial divisions, then followed in July with Emma Hayes, the USWNT head coach and broadcaster.
YMU also runs offices across London, Manchester, Washington DC, New York and Los Angeles, and launched its own talent-focused investment fund earlier this year.
Takeaways
This isn’t a rapper chasing a bigger name attached to his music; Krept’s music career has long been independent. This is a businessman with a skincare brand, a supermarket chain and a TV format behind him, looking for infrastructure to match his commercial ambitions.
YMU’s pitch here isn’t about touring or record deals; it’s about brand strategy and IP, which tells you where Krept sees his next chapter heading.
For YMU, it’s another entrepreneur-first signing that fits the pattern set by Hayes and Williams: talent whose value extends well past their original industry.
Does this signal more UK hip-hop entrepreneurs moving toward major talent agencies rather than boutique management? Will Krept & Konan’s music and touring representation stay separate from this deal, or could YMU eventually absorb the duo’s wider business?
