Talent management agency YMU has signed Krept, one half of the hip-hop duo Krept & Konan, whose real name is Casyo Valentine Johnson, according to deadline.com.
The UK agency will represent Krept across talent management, commercial partnerships, brand strategy, digital, broadcast, live, publishing and intellectual property.
Krept and his partner Konan hosted BBC Three’s The Rap Game UK for six seasons. The show, based on the US Lifetime format, was recently cancelled, making it one of the channel’s longest-running programmes.
Alongside his music career, which spans more than a decade, Krept has built several businesses. He launched natural baby skincare brand Nala’s Baby, inspired by his daughter, and the pair run Saveways, a supermarket aimed at Black, Asian and ethnic minority communities.
“I’m proud to be joining YMU at such an exciting stage of my journey,” Krept said. “Having a team that understands both creativity and entrepreneurship is incredibly important to me.”
YMU founder Mary Bekhait described Krept as “the definition of a modern entrepreneur” with “an exceptional ability to build brands that resonate with audiences.”
The agency’s clients include Ant and Dec and Graham Norton. It signed women’s football manager and broadcaster Emma Hayes earlier this month.
•Featured image: Krept/Stephane Cardinale/Corbis via Getty