Celebrity Name: Precious Pepala
New Company: ROAM Artists
Primary Agent: Jess Kinn
Department: Touring / Live Booking
Previous Company: Wasserman and 13 Artists
Territory: Worldwide excluding North America
- Sheffield-born alt-pop rising star Precious Pepala has signed with ROAM, the global independent booking agency formed in September 2025 from the merger of ATC Live and Arrival Artists.
- The signing lands as Pepala prepares to release her highly anticipated EP Rosey, with three singles already out: “Dream Cheater,” “Love Bombs,” and “Too Good to Die” (released March 2, 2026).
- Pepala enters 2026 having surpassed 465,000 monthly Spotify listeners and 13 million streams in 2025, off a run of festival appearances and UK touring.
Precious Pepala has a new home. The Sheffield-born alt-pop artist has officially signed with ROAM for live booking representation, a deal that arrives at one of the most exciting points in her young career.
Born and raised in Sheffield with Zambian roots, 20-year-old Precious Pepala is emerging as one of the UK’s most compelling new voices.
She first broke through at 17, when a TikTok cover of Alec Benjamin’s “Water Fountain” racked up 2.5 million views overnight. That viral moment set her on a path that has included a deal with a major label, then a deliberate step toward independence, a journey she’s spoken about openly.
After a stint with a major label as a teen, Pepala stepped into independence, wielding a hard-won confidence and emotional maturity. Her 2025 EP Dark Days and the five-track concept project Rosey (coming in spring 2026) showcase that growth clearly.
Rosey is the story of a toxic relationship which ultimately ends in the death of both lovers: a dark, cinematic concept that suits her perfectly. The final pre-release single “Too Good to Die,” dropped March 2, has already been described as a sultry post-breakup anthem.
Five of Pepala’s songs were featured on Season 12 of the British reality show Love Island, a rare cross-platform breakthrough for an independent UK artist still building her live footprint.
On the agency side, ROAM was created through the merger of booking agencies Arrival Artists and ATC Live, combining North American and European touring infrastructure under one roof.
This signing brings her into a ROAM roster that already includes artists like Fontaines D.C., Khruangbin, PJ Harvey, and Japanese Breakfast; names that align closely with the independent, artist-first ethos she’s built her career on.
She joins a string of UK artists recently signed to ROAM, including bby and Momo Boyd, as the agency continues staking out serious territory in the UK alternative and pop scene.
Takeaways
This is a smart move at exactly the right moment. Precious Pepala has spent two years quietly building something real: festival slots, Love Island sync placements, 13 million streams, without the backing of a major touring machine. That changes now.
ROAM isn’t just a big agency; it’s a statement agency. Formed less than a year ago, it’s already become the go-to home for independent artists who want global reach without compromising their artistic direction. Pepala fits that mold perfectly: distinctive sound, loyal fanbase, and a concept EP that demands to be performed live.
The Rosey rollout has been meticulous, three standalone singles building toward what could be a career-defining project. With ROAM’s touring infrastructure now behind her, the question isn’t whether Pepala can sell out shows. It’s how quickly the rooms get bigger.
Does this signing signal that ROAM is actively building the strongest roster of UK independent female pop artists right now? Is Precious Pepala already the next big UK alt-pop export, or is her real moment still ahead?
