Professor Green hints at ‘fast food offering’ as he talks debt, business and how ‘money solves all problems’
Professor Green is best known for his rapping talent, but he’s also an entrepreneur on a mission to help young people get their businesses off the ground.
The musician and mental health advocate has embarked on several ventures since rising to fame more than a decade ago, and now he’s rolling out two more in a month.
I Used To Rave But Now I Roast is focused on events that combine dining and music, but with the bonus of a reasonable bedtime, and the Unlikely Dads Club will start with a podcast focused on parenting, with the aim of expanding into a wider brand.
He hinted to Money that a third venture is also on the way, saying he’s been tasting for a new “fast food offering” – so watch this space, there’s something in the pipeline.
“It feels like a really transitional time into a load of really new and exciting things, along with releasing new music almost every month this year,” he said.
‘I still struggle in business’
I Used To Rave But Now I Roast was born from an idea Green (real name Stephen Manderson) cooked up 10 years ago, but which has been sitting on the back burner since then, as other projects took hold.
It’s kicking off with two events at the Wilderness Festival with the highly acclaimed Michelin-starred chef Tom Sellers in September.
“I struggle with decision paralysis and that’s long been a problem for me. Action is really, really important,” Manderson said.
He explained that due to “having no education”, he has often approached business decisions “based on feeling”.
He added: “Feeling is important for the creative aspect of it. It’s less useful when it comes to the business side of things
“I still struggle, I’m very emotional and that makes things quite difficult.
“I think if I’m to start another business, I need someone who’s less [emotional] who can make those decisions and just let me flourish creatively.”
Despite this, he said his success has come from his “willingness to continue”.
“I try not to use the word ‘failures’ but ‘false starts’.
“I didn’t sell a record until I was 28 after signing a record deal when I was 20. I was always just carrying on, and I think that’s the most important part of anything.”
‘F*** me was that a lesson’
Lots of lessons have been learnt throughout the 41-year-old’s career, especially from the experience of his failed liquid health supplements company Aguulp, which he launched in 2019 with entrepreneur and former soldier Kevin Godlington.
“Some businesses have done great and some started off great and then failed,” he said.
“I was walked into near insolvency with Aguulp just after we got our largest order from Boots and couldn’t fulfil it because our manufacturer went into bankruptcy to the sum of £7.2m, and that was in partnership with someone who has incredibly successful businesses and is still a good friend and business partner of mine.”
When asked what the biggest lesson has been, he said: “Money solves all problems and people are always the hardest part of any business, and f*** me, was that a lesson.”
‘I found myself in debt at times’
Coming from the East End and leaving school without any qualifications, Manderson said he was never taught any financial skills.
Instead, he picked up what he knows about money from the stress that existed in his home.
“My nan worked three jobs and still had f*** all, and there were debt collectors and the stress that came with that.
“Sadly, some of that’s been repeated. I found myself in debt at times throughout my life,” he said.
“I just think education-wise, we could definitely do better in teaching people.”
To play his part in that education process, he has teamed up with Simply Business to help young entrepreneurs find a mentor and hand out 10 grants worth a total of £50,000.
“The fact that we have to start a fund for entrepreneurship despite over half of the private workforce being employed by entrepreneurs or small and independent businesses is kind of crazy.
“The word entrepreneur is a bit of a dirty word to some people… but it’s people willing to take risks and to devote their time and energy to something that they want to succeed,” he said.
“The mentorship is going to be integral, just because of the minefield that starting a business is.”
People aged between 18 and 30 can apply for the Simply Business Young Entrepreneur Fund until 9 October, with Manderson judging the entries and picking 10 winners who will receive £5,000 and six weeks of tailored business support.
You can submit your application here.
