As the UK celebrates Black History Month, we at Mixtape Madness felt that this could be the right moment to spotlight the work that we do in the music community at the heart of Black British music and culture. For the past 15 years we have provided a platform to young British talent, as well as moving beyond borders to take our reach internationally. This has allowed us to give those who come from less an opportunity and reach to achieve more in an industry that has often exploited and taken Black talent for granted. That has and always will be a part of the Mixtape Madness mission…
Founded in 2010 by friends Kwabz Oduro Ayim, Kingsley Okyere, and Eddie Agyeman in London, Mixtape Madness set out to build an open, accessible platform for people in the UK rap space to upload their music to a dedicated audience. The mixtape era had already taken off in the United States with websites such as Dat Piff and Audiomack, but Mixtape Madness strived to deliver this for more localised genres in order to bring them to new heights. Throughout the last fifteen years, the company has been at the forefront of Black British music, delivering as a label, website, and social platform.
At its core, Mixtape Madness has become a talent incubator. For the past 15 years MM has helped to unearth talent across music, from artists to journalists and record executives. From freestyle platforms Mad About Bars, Next Up?, and The Cold Room, there have been countless artists who have stepped through and raised their profiles exponentially, including the likes of household names Headie One, Digga D, and M Huncho.
Moreover the company has amassed over 1.8 million YouTube subscribers, giving burgeoning artists a huge showcase for their talents and helping to bring UK classics to a larger and knowing audience. One of the milestone moments for the company in this arena came in the form of SL’s Gentleman single, which reached over 88 million views on YouTube, as well as over 120 million streams on DSPs. Mixtape Madness’s platform and audience therefore gave the artist a runway for a now Platinum record, showcasing the success of MM in the process.
In what is a relatively new genre, fifteen years of growth is extremely impressive as Mixtape Madness has evolved across eras. From road rap and the return of grime in the early 2010’s to the drill era and now the emerging UK underground scene, the company has been quick to adapt and maintain a cultural relevance, amassing over a billion streams across YouTube and DSPs in the process.
A key turning point for the business and another landmark in their journey came in 2017, where the genre of drill was looking to be silenced in the UK landscape. Instead of following the status quo, Mixtape Madness decided to champion the genre, leaning into the new sound and giving artists a space to grow and develop. This paid dividends, with multiple cult classic freestyles on the platform still instantly recognisable, as well as landing a top 5 charting position with Digga D’s ‘Made In The Pyrex’.
This has been aided by their website, which delivers round ups of music, fashion, and culture through album reviews and interviews. You can also see this from people who have previously worked at MM, with Bills at Groundworks continuing to bring UK rap to new heights, as well as Mimi The Music Blogger becoming one of our scene’s most important cultural commentators. The Mixtape Madness family tree has borne fruit to success across the music and digital industries.
Speaking on the 15th Anniversary, co-founder Eddie Agyeman stated:
“What started as a dream between friends has grown into a movement and it wouldn’t have been possible without the incredible team behind Mixtape Madness and the countless people who’ve been part of this journey along the way.
Thank you to everyone who’s supported, contributed, created, and believed in the vision. And most importantly, thank God for guiding us through every step for what He’s done and continues to do for us as a culture and as an independent music company.
Here's to the past, the present, and the future of UK music.”
From talks with leading women in the music industry at the Royal Albert Hall to continued support of the Art Not Evidence charity, Mixtape Madness has also always strived to develop a sense of community. This has also manifested itself in local outreach to schools as well as unearthing talent across the country with pop up shows.
The label continues to thrive with KillOwen landing himself in the charts multiple times this year, while there are also plans to expand the roots of MM outside of London. To mark their 15th year, the company will be hosting events in Leeds, Leicester, and Manchester, branching out their footprint across the midlands and north of England and showcasing the talents of local artists and djs on a national scale.
As the company celebrates 15 years of continued success in a volatile industry, Kwabz, Kingsley, and Eddie can take pride in developing a sustainable business that is showing no signs of slowing down.