Having scored four Top 20 albums and a string of Top 20 singles, Digga D is a leading light of the hugely successful independent British hip-hop scene. His latest set, Back to Square One— released on his own Black Money Records and licensed by EGA—reached #6 in the U.K. in September. It followed 2022’s #1 Noughty by Nature.
Digga emerged as part of the collective 1011 (now CGM) amid the rise of the U.K. drill scene. His 2017 freestyle for Mixtape Madness’ “Next Up” series pricked up ears in music and media, with the track later certified silver. In 2018 he started working with EGA, which has since licensed and distributed various releases. EGA MD Charley Snook has been closely involved with Digga, witnessing what she calls his “glow up” over the last few years.
Says Snook, “He’s evolved from being a drill artist to become a potential global superstar. Digga’s no longer considered underground; his songs are charting. Back to Square One, in particular, shows real creative growth and maturity. He’s a generational talent.”
Snook likewise applauds Digga’s standout entrepreneurial skills. “As much as he creates great music, he also knows how to sell it; he knows exactly how to market his records, and he’s a TikTok king,” she expounds. “He brings a lot of
ideas to the table, he’s involved and he wants to learn.”
Digga has been the subject of two documentaries. The first, 2020’s Defending Digga D, follows him as he tries to rebuild his career after a 15-month prison stint; the second, 11 Steps Forward, 10 Steps Back, which accompanied Square One, documents a year in the life, including his travels.
In October, when latest single “TLC” arrived, 23-year-old Digga became the youngest rapper to headline London’s 5,000-seat Royal Albert Hall. Looking ahead, Snook says the focus is global, noting, “His biggest following beyond the U.K. is in Australia, so we’d love to go there and begin blowing him up globally.”
STATS
Streams: 1.7b; 3.6m monthly listeners; 250m video views
Charts: Four Top 20 albums and multiple Top 20 singles; 2023’s Back to Square One hit #6 and 2022’s Noughty by Nature reached #1
BRIT certifications: Various gold and silver singles and albums
Social media: 2.5m TikTok and Instagram followers
TEAM
Management: TBD
Label: Colin Batsa, Charley Snook, EGA
Publisher: Sony Music Publishing
Agent: Alex Hardee, Wasserman
