Rapper Krept, best known as one half of the UK rap duo Krept & Konan, has been in the spotlight not just for his music but also for his recent entrepreneurial efforts. However, the launch of his new supermarket venture has sparked controversy online, with some questioning his ownership stake. Krept has responded with a series of messages on X addressing the misconceptions and shedding light on his business strategy.
A comment on X reads: "I saw three ‘owners’—two Black, one Asian—and the words ‘partnership.’ It feels dishonest. If you want support from the community, at least respect us by not stocking brands we despise." Krept clarified that he is far from a “minimal partner,” tweeting: "That's because we are not minimal partners, and you will see when we launch how it vests. It's just odd that's more the focus for some people, that's all. Thanks for brand suggestions—if you have more, please send them."
In a string of tweets, the award winning rapper explained that his new supermarket, Safeways, that he has invested in with longtime friend and collaborator Konan and business partner Kaysor Ali, is part of a long-term strategy. "Not sure if you guys understand how to navigate Companies House because firstly, you will see us on the confirmation statement. Or even how vested equity or franchise modeling works into a BIG long-term business model. This is no small project."
Krept elaborated that his approach is rooted in sustainability and growth: "I'm literally showing them in my actions. I'm a founder and director of some companies, and co-founder and shareholder in others. I have vested shares in companies that grow into massive stakes. But I will ALWAYS partner up." He added that the goal is to scale businesses without spreading himself too thin, a strategy that aligns with his broader ambitions for economic empowerment in his community.
Krept also expressed frustration at the divisiveness in some of the responses, describing it as a “crabs in a bucket mentality.” He tweeted: "Crazy how small-minded some of you can be, man. Kind of sad." Krept urged his critics to understand the broader implications of his work. He noted that while full ownership from day one isn’t always feasible, co-founding and partnering up enables long-term success."I'm doing partnerships to scale and grow in different sectors without spreading myself too thin. Maybe I should put this stuff in black and white so people gain more understanding—I don’t know, man."