Believe UK signs Craig David in worldwide artist services deal

18 September 2024 - Press release

Craig David has sold over 15m albums worldwide.

Deal covers a new album set for 2025.

 

The UK office of Believe, one of the world’s leading digital music companies, has signed Craig David in a worldwide artist services deal. 

The deal covers a new Craig David album set for release in 2025, with singles scheduled for this autumn.

Believe UK will execute a full artist services campaign, covering global digital and physical distribution, marketing, promotions, DSP partnerships and more, supported by Believe’s audience development team, spanning over 50 countries.

Craig David came to prominence in 1999 as a featured artist on the UK garage hit Re-Rewind. In 2000, he launched a hugely successful solo career with his landmark debut album Born to Do It, which included hit singles like Fill Me In and 7 Days. His fusion of garage, pop, dance, and R&B elements established him as a cross-genre pioneer, earning him 14 BRIT and two Grammy nominations, along with three Ivor Novello wins. 

Over the course of his career, Craig David has released eight albums, collaborated with a diverse range of artists like Sting and Kano, and developed the successful live performance concept and DJ brand TS5 with residencies in Ibiza. 

He has sold over 15 million albums worldwide and maintains a strong presence on streaming platforms, boasting over 5 million monthly listeners on Spotify, where hit 7 Days has been streamed over 338 million times on the platform alone.

Meanwhile, Believe’s Artist Services division has a strong track record, with previous successes including the campaign with Knucks on his MOBO-winning 2022 album Alpha Place, as well as breakout success with artists like Blanco, Hayla, Sea Girls, girli, Lapsley and many more.

Craig David said: “They’ve got a really cool team at Believe and are as passionate and excited about releasing my new music as I am. I’m really looking forward to this next chapter!”

JEM Music Group’s CEO Colin Lester, OBE, said: “Having worked with many good independent labels over the years, I’m thrilled to have found a modern progressive company that has a real passion for music and takes the business of selling and streaming it very seriously. I’ve been really impressed with the wealth of young and experienced talent working at Believe and their consummate desire for success. I’m looking forward to rolling out the new Craig David album with them and maybe even teaching them a few old tricks along the way!”

Believe UK MD Alex Kennedy said: “Craig is undoubtedly a national treasure, a generational talent who has soundtracked our lives for the last 25 years. He continues to innovate, delight and excite, building a bigger and broader audience as he goes. We are honoured to be able to work with Craig David and his team and can’t wait for the world to hear his new music.”