Skepta is launching a new record label, Big Smoke Records

Mercury-prize-winning artist, Skepta has announced that he will be launching his own imprint — Big Smoke Records.

Through his talent agency Big Smoke Corporation, the label is said to “focus on signing new talent who represent and champion the ethos of Big Smoke Corporation; trend setters, who break the mould and do things differently."

In a statement Skepta said: "During my career I’ve seen many brands and corporations capitalise on the cultural currency of the music and creative industries without adequately supporting artists or the those working within these industries.

Read this next: Skepta on DJing in Ibiza: "I felt Virgil's Energy in the booth"

“This is a unique opportunity for brands and corporations to collaboratively tap into the influence of the industry and culture whilst ensuring they are authentically and adequately supporting creatives and artists."

The grime star - whose real name is Joseph Olaitan Adenuga Jr. - has also been announced this week as the global ambassador for PUMA after Big Smoke and the sports brand began a partnership in September.

Read this next: Migos rapper Takeoff has been shot dead in Houston

Skepta adds in his statement: “Launching with Puma and Channel 4 has shown future brand partners how they can succeed greatness when they are open to working collaboratively, me and my team look forward to working with like-minded thinking creatives and brands.”

Last week, the collaboration between Big Smoke and PUMA was celebrated at Central London’s Outernet along with the launch of the new RS-X trainer.

Earlier this year, Skepta surprised his fans by DJing at Circoloco and has since announced to be playing his second set with the party in Miami on December 1.

Becky Buckle is Mixmag's Video and Editorial Assistant, follow her on Twitter