Introducing D&D’s latest FACE- founder of the Cambridge based festival Strawberries & Creem, Preye Crooks. He sits down with our team to give an insight into his life in the music industry, his style and his love of reality tv.
Name: Preye Crooks
Facebook: Strawberries & Creem Festival
What did you do before Strawberries & Creem?
I was at Cambridge Uni until I graduated last year and decided to pursue music full-time.
How has your life changed since Strawberries & Creem?
It’s changed a lot. Music is a lifestyle, you don’t just go to work and go home – it’s 24/7, all day all night. I go to at least 6 gigs a week so it’s a busy schedule!
What advice would you give to your younger self? What pointers do you have for people looking to get into the same industry?
Care less about academics! Cambridge meant nothing. It’s all about going to gigs and listening to new music, working on your music knowledge and the people you know in the industry. So I’d say just get out to gigs, meet the labels and you’ll start to make some progress.
I launched the events company Strawberries & Creem when I was at uni. We put on a weekly event every Sunday, which is a big night in Cambridge. We then introduced a garden party which started off with 400 people and the year after we booked Skepta and it went up to 2500 people! In 2016, we sold out with an attendance of 5000 people and a line up featuring Nelly, Snakehips, Big Narstie, Kano, David Roddigan and D Double E.
We’re hoping for even bigger things in 2017, we’ve doubled the capacity to 10,000 people, introduced an electronic stage and we’ve already announced AJ Tracey and Mike Skinner. Should be a big year for us!
Talk me through your style?
My style is very urban, I wear a lot of black. Lots of tight tees - I get the mickey taken out of me for that!
Which labels have caught your attention at the moment?
I love a Japanese label called Blood Brothers – mostly because all the clothes are black! I also like Trapstar – I’m a big fan, is that allowed?!
Who is your personal style icon?
Chris Brown - as much as I don’t like him I do like his clothes and his fashion label.
Favourite spot in London?
It has to be Koko in Camden. The design of the venue is cool, there is space to chill and space to party. If I had to have a birthday party it would be at Koko!
How do you spend your down-time?
I watch Geordie Shore and Ex on the Beach. I don’t really do anything else - I love to binge on reality TV!
If it weren’t for Strawberries & Creem, you’d be…
Definitely something to do with sport- I’d like to have pursued football more. I also like the gym so maybe a Personal Trainer!
What’s next for you?
We are looking for a sponsor for next the 5 years and really just want to keep Strawberries and Creem growing. We want to reach 20,000 people and make it a 2 day event. I’m working at Sony and want to find the next Adele so if anyone knows