How did Konan's family tragedy impact Krept's career decision?

After Konan's stepdad was killed and his mother shot, Krept and his friends discussed retaliating. However, they made a pivotal decision to take their music career seriously instead, leading to their song 'Otis' going viral and securing a tour with Skepta, marking a life-changing moment.

What mental health challenges did Krept discuss regarding black men in his community?

Krept highlighted a cultural complex among black men, especially 10 years ago, where talking about mental health was stigmatized. They tend to say 'we're alright' and suppress emotions, making them feel 'less of a man' for showing vulnerability or seeking therapy. The suicide of his best friend Nash made him realize the importance of addressing feelings.

What were the biggest challenges in launching Crepes & Cones and how did it change Krept as a businessman?

Crepes & Cones faced numerous issues, including unreliable builders, middlemen skimming profits, and the immense mental strain of managing everything while grieving Nash's suicide just before launch. This experience taught Krept to be more vigilant, question everything, and not blindly trust others, making him a more thorough and cautious businessman.

How did Krept and Konan achieve success in the music industry beyond their first viral hit?

After initial success with 'Otis' and facing rejection from labels, they received advice from Skepta to 'just do you.' They released their independent mixtape 'Young Kings,' which earned a Guinness World Record, and produced 'Don't Waste My Time.' They also over-delivered on opportunities, like their Apple radio show which led to a TV show, always putting in extra effort beyond expectations.

What financial advice does Krept offer to young people who start earning money?

Krept advises young people not to immediately upgrade their lifestyle significantly. He emphasizes keeping living costs consistent with their previous lifestyle, as silent direct debits, ongoing bills, and frequent personal expenses can quickly deplete wealth. He also stresses the importance of learning about credit and hidden tax benefits like EIS/SEIS, which are not taught in conventional education.

How does hip-hop culture contribute to reckless spending among young artists?

Hip-hop culture often encourages artists to upgrade their lifestyle with luxury items like expensive cars, watches, and chains as a form of validation and to fit in. This signaling of wealth is a perpetual cycle, driven by insecurities about money rooted in growing up in deprived areas. Krept argues it's hard to tell young artists to ignore this immediate gratification for long-term investment when their role models embody such displays of wealth.

What inspired Krept to launch Nala's Baby, a baby skincare line, and what was its market impact?

The idea for Nala's Baby came from his partner Sasha, who was pregnant and found that no truly natural baby skincare products existed on the market with a 'zero' rating on the Think Dirty app. Krept saw the gap, partnered with a manufacturer, and created a 100% naturally derived, affordable range. The brand launched in 400 Boots stores and exceeded sales expectations, having been valued at £17.5 million.

What key lessons did Krept learn from building Nala's Baby?

Krept learned the importance of patience and not rushing the process, insisting on perfection even if it meant delays. He also learned to trust experts in areas he wasn't familiar with, acknowledging his 'unknown unknowns' in the retail and baby markets. Furthermore, he emphasized the critical role of self-belief when creating a product that challenges market norms.

What tragic events did Krept experience that led to his continued struggle with grief?

Within a year, Krept suffered two devastating losses: his best friend Nash committed suicide in the summer of 2018, and his cousin Cadet died in a car accident in February. Simultaneously, his uncle (Cadet's father) was diagnosed with a brain tumor. These rapid, profound losses, combined with career demands, have led to him continuously distracting himself from fully processing his grief.

How has Krept's approach to conflict and relationships changed after personal loss?

The loss of Cadet, particularly after they had resolved some past issues, taught Krept the valuable lesson of not letting conflicts with close family members drag out. He now believes in confronting issues immediately, arguing, screaming, and then hugging to ensure no regrets are left behind. This experience reinforced the importance of focusing time and energy on family who will be there in life's most challenging moments.

Does Krept believe he needs to confront his grief, and is he willing to try therapy?

Yes, Krept acknowledges that he needs to confront the grief and loss he has suppressed. While he encourages others to go to therapy and believes it's normal, he hasn't done it himself because he feels like he's 'on a treadmill' and is scared that therapy would force him to take everything in, which he has actively avoided.

Key Moments

Krept: From Rapper To Building A £17.5 Million Baby Business! | E164

The Diary Of A CEO

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Jul 28, 2022|449,525 views|8,938|497

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Key Moments

TL;DR

Krept shares his journey from South London to music stardom and a £17.5M baby business, overcoming trauma and loss.

Key Insights

Early life in South London exposed Krept to gangs and violence, motivating him to seek a positive path.

The tragic deaths of his cousin Cadet (Blaine) and best friend Nash profoundly impacted Krept, highlighting the need for mental health awareness.

Krept and Konan's music career took off after a difficult period, fueled by resilience and a viral hit.

The launch of Nala's Baby skincare line was driven by a desire for natural, high-quality products and has become a significant business success.

Krept emphasizes the importance of learning about finance, trusting your team, and not being afraid to step outside of expected roles.

Overcoming adversity often involves distractions, but confronting grief and loss is crucial for long-term well-being, as seen in Krept's personal and business journeys.

EARLY LIFE AND MOTIVATION

Raised in South London, Krept's environment was dominated by gangs and violence. Witnessing friends fall victim to crime or incarceration instilled in him a strong desire to forge a different path. Despite the pervasive negativity, he focused on education and personal development, determined not to be trapped in a cycle of despair. His mother's unwavering efforts as a single parent, coupled with a moment of profound disappointment from her, served as a powerful motivator for him to succeed and make her proud.

THE SHIFT FROM TRAGEDY TO MUSIC

A pivotal moment for Krept and his music partner Konan occurred after a violent attack on Konan's family, resulting in his stepdad's death. Faced with the choice of retaliation or focusing on their music, they chose the latter, channeling their experiences into their art. This decision, made during a period of extreme hardship, including homelessness and financial scarcity, led to their song 'Otis' going viral. This success became a turning point, leading to tour opportunities and significant career advancements.

MENTAL HEALTH AND PERSONAL LOSSES

The conversation highlights the silent struggles many men, particularly within Black culture, face regarding mental health. Krept shares the devastating impact of his best friend Nash's suicide and his cousin Cadet's accidental death. These losses, occurring within a short period, underscore the importance of open communication about emotions and seeking help. Krept's own coping mechanism of staying constantly busy, while protective, prevents him from fully processing his grief, a pattern he recognizes needs to change.

BUILDING THE NALA'S BABY EMPIRE

Driven by a personal need for natural and safe baby skincare products for his daughter, Nala, Krept co-founded Nala's Baby. The brand's commitment to zero-rated, natural ingredients and meeting stringent parent checklists like vegan and cruelty-free has resonated powerfully. Despite initial skepticism about a rapper entering the baby care market, the brand achieved rapid success, securing significant investment and a wide retail presence, proving its market viability and Krept's entrepreneurial vision.

BUSINESS ACUMEN AND TEAM BUILDING

Krept's initial foray into business with the restaurant 'Creps and Cones' was challenging, marked by builder issues and attempted fraud. This experience, however, forged him into a more astute businessman, instilling a deep sense of caution and due diligence. He emphasizes the critical importance of surrounding oneself with experts and maintaining trust within a team. Krept believes that good people attract good people, stating that his success is partly due to his ability to judge character and assemble a reliable team from the outset.

FINANCIAL LITERACY AND ROLE MODELING

The conversation addresses the lack of financial education, especially within hip-hop culture, where the narrative often promotes excessive spending on luxury items. Krept advocates for long-term financial planning and learning about investments, contrasting this with immediate gratification. He aims to be a positive role model, encouraging the next generation to resist societal pressures and embrace diverse entrepreneurial ventures beyond traditional expectations.

RESILIENCE AND OVERCOMING EXPECTATIONS

Krept challenges the 'labels' society or industry places on individuals. His success in the baby skincare market, entirely separate from his music career, demonstrates the potential to exceed predefined roles. He stresses the value of over-delivering on opportunities, even small ones, to unlock further potential and growth. This mindset, combined with self-belief and hard work, has been instrumental in navigating complex industries and achieving remarkable success.

THE IMPORTANCE OF FAMILY AND RELATIONSHIPS

The profound impact of losing loved ones, particularly his cousin Cadet, has taught Krept the importance of prioritizing family and resolving conflicts promptly. He learned the value of expressing love and appreciation and the regret that can arise from unaddressed issues. This realization has shifted his focus towards investing time and energy in the people who truly matter, recognizing their unwavering support during difficult times.

Mentioned in This Episode

●Products

●Software & Apps

●Companies

●People Referenced

Common Questions

Growing up in South London, Krept witnessed crime and violence, leading to the loss of many friends and family imprisoned. This environment instilled in him a strong desire to avoid jail or dying, motivating him to finish college, attend university, and pursue a positive path by focusing on music.

Topics

Mental Health & Psychology Mindset & Self-Improvement Business & Entrepreneurship Creativity & Media Work-life Balance Financial Literacy Overcoming Adversity Role Models Startup Challenges Grief Processing Entrepreneurial Journey Music Career Development

Mentioned in this video

Companies

Spotify

A streaming platform that was not dominant when Krept and Konan achieved a Guinness World Record for their independent mixtape 'Young Kings', highlighting their success through physical sales.

Boots

A major UK high street retailer where Nala's Baby launched initially in 400 stores, experiencing rapid sales and selling out quickly.

YouTube

A platform where music videos and content are shared, contributing to the culture of rappers displaying wealth and influencing young artists.

Crepes and Cones

Krept's first restaurant business, which started from a tweet and faced numerous challenges including financial mismanagement, staff issues, and an attempted robbery, ultimately causing immense stress.

Huel

A meal replacement brand, specifically their ready-to-drink iced coffee caramel and banana flavors, which the host has recently become hooked on.

Blue Jeans by Verizon

A video conferencing and collaboration tool highlighted for its enterprise-grade security and features, recommended by the host Steven Bartlett.

Products

Nala's Baby

Krept's highly successful baby skin and hair care brand, named after his daughter Nala, developed with 100% natural ingredients and valued at £17.5 million, selling out rapidly in Boots stores.

People

Kanye West

Mentioned in the context of their song 'Otis', which was a cover of a Jay-Z and Kanye West track that went viral, marking an early success for Krept and Konan.

Steven Bartlett

The host of 'The Diary of a CEO' podcast, and a 'Dragon' on Dragons' Den, who shares his own experiences with business and personal growth.

Locations

Croydon

The South London area where Krept was raised and experienced an environment of gangs and violence, which shaped his early understanding of life choices.

Media

My Story

A song by Krept that recounts the incident where his music partner Konan's stepdad was killed and mother shot, serving as a pivotal moment in their career.

Diary of a CEO

The podcast hosted by Steven Bartlett, which features interviews with entrepreneurs and notable figures.

Software & Apps

Think Dirty

A mobile application that rates product ingredients from 0-10 (0 being the cleanest) to help consumers identify harmful chemicals, used by Nala's mom during her pregnancy.