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Music Industry

Profiling Grime Artist Stormzy

Photograph of the blog post author, Jon



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In the first edition of this blog series focusing on independent artists, I looked at the unique approach to the songwriting of Bon Iver. This week, the spotlight is on Croydon-raised Michael Omari, or as he’s better known Stormzy, the first British MC to take over the music industry worldwide.

It’s difficult to believe what the grime superstar achieved in such a short space of time; an album debuting at the number one spot on the UK charts, topping the streaming likes of Drake and performing live with pop’s biggest name Ed Sheeran-all WITHOUT being signed to a major label. Stormzy’s success is a testament to hardworking upcoming artists who gain recognition without a label backing and it’s something you too could achieve so here’s a closer look at how he did it. Stormzy net worth is around $25 million.

Stormzy is a British grime artist, MC, and songwriter from Croydon, London. He rose to fame in 2014 with the release of his debut single “Wicked Skengman 4”. Since then, he has become one of the most successful grime artists in the UK, with multiple number-one albums, multiple award wins, and a BRIT award for Best Male Solo Artist in 2018. Stormzy has also become known for his philanthropic work, setting up the #Merky Foundation to provide grants and scholarships to young people in the UK.

Who is Stormzy girlfriend? Stormzy used to be in a relationship with British radio and television presenter Maya Jama back in 2017. Stormzy and Maya Jama been very vocal about their relationship on social media and have even collaborated on projects together, including a clothing line for Adidas.

Brand creation

Stormzy coined the phrase ‘ Murky’-  a general slang term meaning disgustingly good.  This was a great marketing creation as, within one word, Stormzy was able to represent his tongue-in-cheek braggadocio grime. With this in place, Stormzy had a unique selling point that he could use to brand his music. Murky was used for merchandising, as a hashtag and most importantly, the name for his own team and record label.  As an independent artist, it would be worth taking time to think about your artistry and devise an artistic angle.

What’s even more effective is that Murky appears in a lot of Stormzy’s lyrics (‘talk about me you better hashtag  ‘murky’ ) which helps build associations with this element of his artistry. As an independent artist trying to gain recognition, I would advise a similar method of brand creation to help give audiences a flavour of your artistic identity and simultaneously create a working brand that can be used as a marketing tool for your work.



Staying true to his roots, a lot of Stormzy’s early videos were filmed DIY style with friends and family featuring in the videos which often had comedic elements. Most of the videos were filmed around Croydon which gave them an authentic feel.  This aesthetic made Stormzy seem like an artist who honoured his background and didn’t take himself too seriously- making him more accessible and relatable to his audience.  

For upcoming independent artists, it would be wise to make a video that accurately represents you as an artist;  don’t try and pose or be something you’re not because that will only alienate your audience and cause you to lose credibility. Homemade videos are very popular today as fans find it endearing to learn more about the character behind the artists they have just discovered.  

It builds a more personal relationship that can make an emerging artist slightly more favourable than superstars who have millions to spend per video shoot. If it’s done tastefully, homemade videos can be just as credible as those with a large budget behind them and they are a very good promotion and exposure tool for independent artists.


Stormzy hasn’t been afraid to collaborate with anyone which is another factor that contributes to his success. From fellow South London MCs such as Bonkaz, to high-profile acts like Linkin Park, Little Mix and of course the man of the decade, Ed Sheeran;

Stormzy never said no and that’s the attitude you have to employ as an artist trying to get attention. If you’re friendly and willing to help others out then you’re only setting yourself up for people to return the favour later on which is invaluable when it comes to exposure.


Concrete presence on social media

Stormzy is an avid user of social media across all of today’s main platforms. His Snapchat handle is readily available so fans can snap him whatever they want, directly to Stormzys iPhone and he typically replies to all ( although now he’s in high demand, he’s probably a bit pushed to reply to everyone). Stormzy frequently retweets fans who have ‘@’ him and even ran a competition for fans to attend Thorpe Park for his birthday by encouraging them to favourite his tweet.  

As with his visual media, Stormzy doesn’t put up a front and shows fans that as well as being serious about music, he’s up for a good laugh. Online communication with fans is a must if you’re an independent artist trying to get a name for yourself.

The limit to fans you can gain by regularly posting online is endless and showing direct communication makes it seem like you genuinely care and appreciate your fans by taking time out of your day to reply to them.  You have the capacity to go viral and blow up online so it’s wise you harness this and make yourself available soon as you can.


These are just some of the methods Stormzy utilised as an alternative to searching for major label backing and needless to say, it has paid off for him. It’s important to remember that being independent gives you great freedom with your creative licence and your promotional methods however, stay sensible and don’t go overboard.

Just do what you need to do to accurately represent your artistry and take time before utilising promotional outlets because once you post something online and share it, that sticks and it’s then difficult to rebrand yourself. Always make sure you’re 100% convinced before releasing material.

Speaking of utilising your presence online, our site is a great platform to share and expose your music to industry professionals and other creatives.

Just like Stormzy, you could land prolific collaborations and with a wealth of members worldwide, your music could potentially take you across the globe. Sign-up is free, so if you haven’t already, create an account and get pitching!

His impact on the UK

Stormzy’s music has been credited with helping to bring grime music to the mainstream, and in doing so, helping to create a new generation of UK music fans. His music has also been credited with helping to break down barriers between different genres of music, allowing for more collaboration between different styles.

Stormzy’s music has also been credited with helping to bring more diverse voices to the UK music scene. His music has featured a range of different artists from different backgrounds, helping to challenge the traditional homogeneity of the UK music scene.

Finally, Stormzy’s success has been credited with helping to inspire a new generation of UK artists. His success has shown that it is possible for UK artists to break into the mainstream, and has helped to encourage other UK artists to pursue their own music careers.

Stormzy songs

Shut up

Vossi Bop



Stormzy’s advice for aspiring musicians

Stormzy’s advice for aspiring musicians is to stay true to yourself and your art, to never give up and to never be afraid to take risks. He encourages aspiring musicians to focus on their craft and to understand their worth. He also advises you to work hard and to be persistent, to network and to build relationships, and to make sure that the music you create reflects your true self. Finally, he encourages aspiring musicians to never be scared to ask for help and to always be open to learning.

The benefits of going independent

Creative Control: The biggest benefit of going independent is the creative control it offers. You will be able to make the music you want to make, how you want to make it, and when you want to make it. You will also be able to decide which labels, promoters, and venues to work with, and you won’t have to worry about compromising your vision or values.

More Money: When you go independent, you keep more of the money you make. You don’t have to split the profits with a label, and you can keep all of the money you make from shows and merchandise.

A Stronger Fan Base: When you go independent, you can build a stronger fan base because you are in control of your music. You can use social media and other platforms to promote yourself and connect with your fans.

Faster Turnaround: When you are independent, you don’t have to wait for a label to approve your music. You can record and release your music quickly, which allows you to keep up with trends and stay relevant.

More Opportunities: When you are independent, you can take advantage of more opportunities. You can collaborate with other artists, tour more frequently, and even create your own label.


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