British rapper Central Cee has taken the music industry by storm since the release of his debut single ‘Over You‘ in 2017. As the head of ADA at Warner Music Group, I have had the privilege of working on several of his releases, including the highly acclaimed albums ‘Wild West‘ (2021) and ‘23‘ (2022). Central Cee’s talent and unique style have captivated audiences worldwide, propelling him to become a true phenomenon in the music industry.

One memorable event during Central Cee’s promotion tour through Europe in the spring of ’22 was the instore event at the Patta store in Amsterdam. Situated on the iconic Zeedijk, a large queue of fans eagerly awaited an opportunity to get an autograph from their favorite British rapper. The excitement surrounding the event was so immense that the instore ultimately had to be canceled due to the overwhelming number of fans present. However, this turn of events only amplified Central Cee’s popularity, generating widespread coverage in both local and international media outlets.

News of the instore spread like wildfire, gaining attention in prominent Dutch newspapers such as AD and Parool, as well as influential music blogs like GRM Daily. The international press hailed Central Cee as a rising star, and the buzz surrounding his name continued to grow exponentially.

Following the instore incident, Central Cee released his next single, ‘Doja,’ in April 2022. The song quickly gained traction and garnered significant attention in the music industry. It was recognized as the ‘Dixte’ (hottest) track by the renowned urban radio station FUNX, and multiple sold-out performances Melkweg (Amsterdam) as well at the main stage of WOO HAH x ROLLING LOUD solidifying Central Cee’s status as an artist to watch.