It’s no surprise that Croydon is home to a plethora of exceptional talent. Stormzy and Nadia Rose are a few names that instantly come to mind. Well let us introduce you to a brand who specifically nurture creatives from this very area. SDS Entertainment are a Croydon-based community arts company that serves and supports local emerging authentic artists. The company are funded through The Arts Council’s National Lottery Project and Croydon’s Cultural Partnership Fund and was birthed following Makeda Bennett-Amparbeng’s involvement in the 2017 abolishment of Form 696 (A racist and controversial risk assessment document that caused hugely negative impacts on Croydon’s art scene). Through interviews with Croydon’s rising rappers such as Jords and Marc Jones, live sessions, educational information about the business, funding and financial aspects of the music industry, SDS Entertainment’s brand new website is a hub bursting with resources (launched June 1st) – Check it out here.
Founded by Makeda and Jade Reid in 2018, the crux of SDS Entertainment’s work is focused on creating safe spaces for young local talent to express themselves through the mediums of rapping, singing, poetry and comedy.
Myself and the SICKA VISION team had the pleasure of attending The Ends Festival‘s first year in 2019 across all 3 days (yes, lucky weren’t we). We all thoroughly enjoyed the arrangement of talent on the lineup so it only makes sense to learn that SDS Entertainment played a pivotal role in connecting the organisers with a collective of artists to be considered on The Ends’ ‘Future’ stage, specially dedicated to homegrown talent in the Croydon borough. Through SDS Entertainment’s work, Marc Jones was added to the festival bill and since his appearance at the festival, Marc Jones has rapidly earned over 3 million streams on Spotify and seen support from some of the UK’s leading entertainment platforms such as BBC 1Xtra and more.
With all the work SDS do, it doesn’t end there. SDS Entertainment plan to launch an artist development programme to facilitate the ongoing penetration and mainstream breakthrough of UK acts. This is something we are very much looking forward to seeing unfold.