ScottishNews.com

A conversation with his manager persuaded him to take the opportunity. Tours, collaborations and a friendship followed – and now he has become the first external artist signed to Happy Artist Records, the independent label founded by The Snuts’ Jack Cochrane and Callum Wilson alongside managers Callum Read and Adam Harris.

His first release through the label, DND, arrived on 28 August, co-written and produced with Cochrane and Scotty Anderson. The company has a global distribution partnership with Virgin Music Group. 

It is another step forward for an artist whose journey reflects the growing reach of Scottish hip-hop. Born in Nigeria, Bemz – real name Jubemi Iyiku – moved to south London as a child before settling with family in Stranraer as a teenager. He began freestyling with his brother, studied sound production at Ayrshire College and later moved to Glasgow. Along the way, he became BBC Introducing’s inaugural Scottish Act of the Year. 

His debut album Saint of Lost Causes and subsequent EP Nova’s Dad established a voice rooted in personal experience, exploring family, identity and belonging. Appearances at TRNSMT, the Hydro and this summer’s Commonwealth Games have brought that voice to wider audiences.

Speaking to ScottishNews.com, Bemz discusses the friendship behind his record deal, why the industry needs to look beyond Scotland’s cities and learning to enjoy the journey.

You’ve signed to a new label and started releasing music again. What have you been working towards?

“It’s been an interesting period. We’ve just signed to Happy Artist Records, which is absolutely massive for us.

“It’s been, what, two years since my last release? During those two years it was all working to get to this point, so when this point came, we were ready and organised to go.

“It’s been fun. We’ve had some shows, done the Commonwealth Games, and now we’re just putting out music and grafting.”

How encouraging has it been to play places such as TRNSMT and the Hydro and see the response?

“I try not to take these moments for granted. Obviously we’re putting in a lot of hard work, but it’s a special moment to have these things.

“To play at the Hydro, which for me is the pinnacle in Scotland as well – you’ve obviously got your key spots like the Barrowlands, the O2 Academy, and then the holy grail, that’s the Hydro.

“To have my name in those conversations to start with, then get the opportunity to actually play it, and then see the reaction of people actually enjoying the work that I’ve created, it is surreal.

“When I look back at my journey at the age of 16 in Stranraer, things like this were just what I dreamt about. To be at a point where it’s happening, it’s unbelievable.”

How did your relationship with The Snuts begin?

“It’s a funny story because I actually got booked to support them. They were playing three nights at the Barrowlands, and I got asked to be one of their supports.

“Funnily enough, I actually turned it down. It’s just that young naivety. I was like, ‘It doesn’t make sense to have a rapper open up for an indie band.’

“I’d never met the boys at this time, so I was just surprised. I’m so grateful that I had a mentor/manager at the time who was like, ‘Bro, you don’t pass up on things like this.’

“He was like, ‘If you wanted to play the biggest festival, TRNSMT, and they put you before an indie band, are you turning it down?’ And I’m like, ‘Of course not.’

“They actually came and watched my set, and after the show they invited us backstage into the dressing room to hang out with them, which I thought was amazing.

“We just hit it off straight away. The next thing you know it’s like, ‘Do you want to come on tour with us?’ And I’m like, ‘Wait, what?’”

How did that develop into a record deal?

“We did the tour. I had the opportunity to do a remake of their well-recognised songs. The first one was Elephants, which went off. Then we did another one of All Your Friends.

“It was a gradual build-up, from opening up for them at the Barrowlands to going on tour with them and just building a very authentic, solid relationship, especially outside of music.

“Then I get a phone call from Jack and he’s like, ‘Look, we’re planning on starting our own label to showcase the talent that Scotland has, and we would want for you to be one of that.’

“For me, it was a no-brainer because I’ve built so much love for them, so much trust.

“They’ve done a lot of things for my career and put me in rooms that I don’t want to say I couldn’t get myself into, but it would definitely have taken me longer to get there.

“They did all of this when they really didn’t have to. I’m very, very grateful for that.”

With the deal in place, does this feel like the moment to get everything out into the world?

“The last two years have been amazing in the sense that it’s given me time to actually just work on music. Even though we weren’t putting music out, we were still busy.

“We’ve got plenty more music still to come out, hopefully some shows to announce very soon. Now all my ducks are in a row. It’s just trying to attack it.

“I’m not really putting too much pressure on it as well. The one thing the last two years has taught me is how to be patient and how to enjoy the journey.

“Let’s just ride it until the wheels fall off, but at the same time actually enjoy the process and take time to breathe and soak it all in.”

Which places around Scotland have made a particular impression on you?

“Glasgow is unbelievable. The one that actually shocked me, and I had one of my best shows at, was Belladrum in the Highlands.

“They all came out and it was insane. Just standing on that stage and seeing so many people out there was unbelievable. I’ve got to put that high up there.

“For me, Glasgow is the place. Edinburgh’s great. Dundee’s great. I could list it all, to be honest, because every single place in Scotland that I’ve played has shown me an insane amount of love, and I’m very grateful for that.”

Did moving from Stranraer to Glasgow help turn your musical ambitions into something tangible?

“Yeah, in a bittersweet way. I still feel like I’m that young guy in Stranraer in terms of my love and my hunger and my dedication to my craft.

“I feel like the industry needs to change a little bit because the net has to be cast more outside. Just because I stayed in Stranraer doesn’t mean I was any less talented.

“You come to Glasgow, which is the hub of the music industry, in my opinion. I really had to learn how the business works.

“To be able to merge my ambitions and my drive with the people I’ve been able to meet here, who could teach me how to do a proper release plan, how to get press and PR and everything like that, it really took me to the next level.

“Glasgow has been amazing for that. I felt I was more equipped and I had the right tools to be able to navigate that.”

What’s on the vision board for the future?

“I want to go on tour, I want to play the best venues, I want to have my name up there amongst the greats.

“At the same time, the vision board for me is just do as many cool things as I possibly can and enjoy it.

“I want to go play festivals, not because I feel like I have to, but because I love it. I want to do tour supports with the biggest acts because I love it.

“When my kids are older, I want to be able to tell them about all this cool stuff that I’ve done.

“That, for me, is more important.”