Believe UK signs SL, Cristale and Strandz

12 February 2025 - Press release

Company inks service and distribution deals with key artists in hip hop and rap.

 

The UK office of Believe, one of the world's leading digital music companies, has agreed deals with three key artists in the rap genre: SL, Cristale and Strandz. 

SL 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. Crucially, the deal means that SL will retain ownership of his masters and maintain creative control. 

SL is a rapper emerging from the UK drill scene. He gained popularity with tracks like Gold-certified Gentleman and Platinum-certified Tropical, and has been recognised for his storytelling, with music that often explores themes of street life and personal experiences, contributing to the broader UK rap and drill movements. Having released some of the biggest UK rap singles of the past eight years, he has earned hundreds of millions of streams, and still at the young age of 22.

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 widespread recognition as an artist. Milestones in her career include a viral freestyle with Teezandos on Plugged In w/Fumez The Engineer; a Nike Women's World Cup Daily Duppy; her acting debut in critically acclaimed drama Top Boy (as well as making official single Roadents), shortly followed by a role in Daniel Kaluuya's directorial debut The Kitchen and a recurring role in 2024 Channel 4 drama Queenie. 

She gave an electrifying live performance at the 2024 MOBO Awards, and has featured in a social media advertising campaign for JD Sports in collaboration with Nike for the new Air Max Dn trainers, with her song Will You Ever? soundtracking the ad. 

She has been collaborating with Toddla T and others to create fresh music that will be released throughout 2025. Her first release as a completely independent artist, Ready 2 Go, dropped on 30th January and has received early support from the likes of DJ Target, Tiffany Calver and Matt Wilkinson. She has been nominated in the Best Hip Hop Act category at the upcoming MOBO Awards.

South London artist Strandz merges rap, his own production, and multicultural roots to create a distinctive, nostalgic sound. He 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,

A versatile artist who both performs and produces his own tracks, Strandz' latest single, Time, features multi award-winning rapper 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."