Peigh Asante
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Peigh Asante | |
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| Born | Peigh Asante June 15, 1985 Charlton, London, England |
| Occupation | Creative director, advertiser, rapper, photographer, event host |
| Years active | 2001–present |
| Organization | Swim Dem Crew |
| Known for | Co-founder of Swim Dem Crew; contributions to culture, community, wellbeing, and sport |
Notable work | Membership in Nu Brand Flexxx; Swim Dem Crew initiatives |
Peigh Asante (born 15 June 1985), known professionally as Peigh, is a British creative director, advertiser, co-founder of Swim Dem Crew, rapper, photographer, and event host. His work spans culture, community, wellbeing, and sport. Asante first gained prominence in the UK grime scene as a member of Nu Brand Flexxx before transitioning into creative direction and community leadership through Swim Dem Crew, a London-based swimming collective.
Early Life
Asante was born in Charlton, South East London.[1], to Ghanaian parents. He began performing rap and grime music at the age of 16.
Music Career
Asante rose to prominence as part of the grime collective Nu Brand Flexxx, founded by Richie Montana under the stage name Likle P. The group achieved mainstream attention with the hit single “Gash by da Hour”, which helped cement their reputation within the grime scene. After several years in music, Asante stepped away from the industry, later describing this period as his “lost years.”[2]
Swimming Career
Swim Dem Crew[3]
During this transitional period, Asante joined Charlie Dark MBE, Run Dem Crew[4], a London running community, which inspired him and friend Nathaniel Cole to co-found Swim Dem Crew[5] - a swimming collective aimed at making swimming more accessible and inclusive, particularly within Black and underrepresented communities[6].[7] Asante’s work with Swim Dem Crew gained widespread recognition after being featured in a Google advertisement [8], which showcased his journey as a community leader and highlighted Swim Dem’s role in London’s cultural scene[9]. In 2023, Asante completed a 5 km open-water swim in Dakar, Senegal, documented in his film and photography project Furthest Point West [10], later exhibited and sold at the Photographers’ Gallery, London [11].
Professional Life
Creative director
Asante began his career in advertising through Wieden+Kennedy’s “The Kennedys” programme[12], later joining New Commercial Arts as a creative director [13]. [14] In 2023, he won a Cannes Lion Award for his work with the Alzheimer’s Society[15].
Event and Interview Hosting
Building on his creative and cultural background, Asante has hosted events and interviews for brands such as The North Face [16], Everyman Cinema, Soho House, HSBC, Merky Books, and Penguin. Aiming to fulfil his creative objectives to bring diverse voices to the forefront of cultural platforms, he has interviewed prominent cultural figures including artist and designer Yinka Ilori, poet and rapper George the Poet, and authors Chelsea Kwakye[17] and Rupal Patel[18]
Awards and Achievements
Cannes Lion Award (2023) – for work with Alzheimer’s Society.[19] Featured in a Google advertising campaign highlighting community leadership.[20] Creator of Furthest Point West (2023), a film and photography zine exhibited at London’s Photographers’ Gallery[10]
References
- ↑ "Charlton".
- ↑ "As we're prepping for Season 2 of Life Working here's a throwback to my chat with Peigh Asante. He talks about his "lost years" after losing his recording deal, how he found solace in movement which… | Vicky Clarfelt".
- ↑ "Client Challenge". www.ft.com.
- ↑ "How Run dem Crew's Community Spirit Changed London's Running Culture Forever". 14 April 2023.
- ↑ "EP 31. Peigh Asante & Nathaniel Cole".
- ↑ Moore, Rowan (30 March 2025). "Splash! A Century of Swimming and Style review – lidos, Speedos and atomic bombs". The Guardian.
- ↑ "Beyond the Blue by Swim dem Crew". YouTube. 8 June 2020.
- ↑ "Android "swim dem crew" by Adam & Eve/DDB".
- ↑ Barber, Sonya. "Take the plunge: meet the swimmers of London".
- ↑ 10.0 10.1 "Photo Essay: A Swim Club Celebrates in Senegal | OkayAfrica". 29 November 2023.
- ↑ "Instagram".
- ↑ "Introducing the Kennedys".
- ↑ "New Commercial Arts raids BBC for creative duo 'Jules & Peigh'".
- ↑ "A week in Blackpool: How Alzheimer's Society and NCA took over a seaside town".
- ↑ "Pirate Radio, Trevor Robinson OBE and Dad: What ignited this duo's creative spark".
- ↑ "The North Face Premieres 'Descendance' Documentary at Intimate London Screening". 29 November 2023.
- ↑ "Taking up Space with Chelsea Kwakye". YouTube. 18 March 2025.
- ↑ "Can't We Just Print More Money? Understanding the Economy with Rupal Patel". YouTube. 18 March 2025.
- ↑ "Alzheimer's Society film perfectly captures the heartbreaking reality of dementia".
- ↑ "Google Android: Swim dem Crew".
External links
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