Preye Crooks: The Visionary Behind UK’s Music Renaissance
Preye Crooks stands as one of the most influential figures in the contemporary UK music scene. As Co-Head of A&R at Robots & Humans, a division of Sony Music UK, and the co-founder of the acclaimed Strawberries & Creem Festival, Crooks has not only shaped the careers of emerging artists but also created vibrant spaces for musical innovation. This article delves deep into the life, career, and accomplishments of Preye Crooks — a man whose journey from Cambridge University to the forefront of the British music industry is both inspiring and remarkable.
Early Life and Education
Born in 1992, Preye Crooks embarked on an academic journey that reflected his diverse interests and intellectual rigor. He attended the prestigious University of Cambridge, where he pursued Politics, Psychology, Sociology, Political Science and Government. Demonstrating an admirable balance between academia and extracurricular activities, Preye graduated with an Upper Second Class Honours degree and a Master’s degree, both completed by 2016.
During his time at Cambridge, Crooks was actively involved in the university’s football first team and was a member of the Cambridge Afro-Caribbean Society. These experiences helped him develop leadership qualities and a strong community ethos, traits that would later define his professional career.
The Birth of Strawberries & Creem Festival
While still a student at Cambridge, Preye Crooks, alongside co-founder Chris Jammer, launched the Strawberries & Creem Festival in 2012. What began as a small university event rapidly evolved into one of the UK’s most distinctive and beloved music festivals. Held annually at Haggis Farm, Cambridge, the festival attracts thousands of attendees, blending a diverse array of genres such as hip-hop, R&B, grime, and electronic music.
Strawberries & Creem has been praised for its inclusive atmosphere, innovative line-ups, and celebration of Black British culture. Under Crooks’ guidance, the festival has become a pivotal platform for up-and-coming artists, providing a launchpad that champions fresh talent and diversity within the music industry.
Career at Sony Music UK and Robots & Humans
Preye Crooks’ professional journey took a significant leap when he joined Sony Music Entertainment in January 2016. Over the years, his role evolved, and he currently serves as Co-Head of A&R at Robots & Humans — Sony Music UK’s forward-thinking division focused on nurturing emerging talent and fostering new sounds.
In this capacity, Crooks is responsible for scouting, signing, and developing artists, overseeing projects from inception to release. His keen ear for talent and market trends has helped shape the careers of numerous artists and contributed to Robots & Humans’ growing reputation as a hub for innovation and cultural relevance within the UK music scene.
Relationship with Mabel: A Power Couple in the Music World
Preye Crooks’ personal life also garners attention, particularly his relationship with British singer Mabel. The couple began dating in 2021 and announced their engagement in late 2024. Mabel, known for hits such as “Finders Keepers” and “Don’t Call Me Up,” shares a similar passion for music and creativity.
Their partnership represents a melding of artistic and industry insight — a combination that has captivated fans and media alike. The engagement announcement was met with widespread celebration, highlighting them as one of the UK’s most exciting music power couples.
Preye Crooks’ Age and Personal Background
Born in 1992, Preye Crooks is currently 33 years old as of 2025. Despite his relatively young age, his achievements demonstrate maturity and vision well beyond his years. Raised with a commitment to culture, education, and community, Crooks’ trajectory exemplifies how passion coupled with determination can redefine industry norms.
The Impact of Preye Crooks on the UK Music Industry
Preye Crooks’ influence extends far beyond his titles and roles. His work is part of a broader movement that has reinvigorated the British music scene, particularly in terms of diversity and inclusivity. Through the Strawberries & Creem Festival, he has created a space where artists from diverse backgrounds feel seen and celebrated.
His A&R work at Sony Music further amplifies this impact. Crooks understands the shifting tastes of modern audiences and champions artists who challenge traditional boundaries, blending genres and cultures in innovative ways.
Moreover, Crooks is known for his dedication to mentorship and community-building. He often speaks publicly about the importance of supporting emerging talent, equitable representation, and the evolving role of music in society.
Educational Influence on His Career
Preye’s academic background in Politics, Psychology, Sociology, and Government is not merely a footnote but an integral part of his approach. Understanding social dynamics, behavioural science, and political contexts equips him with a unique perspective when curating artists and cultural experiences.
This multidisciplinary foundation informs the ethos behind Strawberries & Creem and his strategy at Robots & Humans — focusing on authentic storytelling, cultural resonance, and audience engagement. His education has also helped him navigate the complexities of the music industry, balancing commercial success with artistic integrity.
Challenges and Triumphs
Building a music festival from scratch while juggling academic commitments was no small feat. Crooks and his co-founder faced typical start-up challenges: funding, logistics, artist booking, and audience building. Yet, their perseverance transformed Strawberries & Creem into a standout event with a loyal following.
Similarly, climbing the ranks within a major music corporation like Sony requires vision, resilience, and sharp industry acumen. Crooks’ nine-plus years at Sony, culminating in his leadership role, underscore his capacity to thrive in competitive environments while maintaining creative authenticity.
Future Prospects and Vision
Looking ahead, Preye Crooks shows no signs of slowing down. His focus remains on expanding the reach and influence of both Robots & Humans and Strawberries & Creem Festival. Given the pace of change within the music industry, his ability to adapt and innovate will likely continue driving success.
Crooks also emphasises the importance of using music as a vehicle for social change, diversity, and community empowerment. His efforts inspire the next generation of industry professionals and artists, fostering a more inclusive and dynamic cultural landscape.
Conclusion
Preye Crooks embodies the modern music executive: a blend of creative vision, strategic expertise, and cultural sensitivity. From his early days at Cambridge to his current stature as Co-Head A&R at Sony Music UK and co-founder of a groundbreaking festival, Crooks’ journey is a testament to passion and perseverance.
His relationship with Mabel adds a personal dimension to his story, highlighting the intertwining of life and art. As he continues to shape the future of UK music, Preye Crooks remains a figure to watch — a true trailblazer whose influence resonates across festivals, studios, and stages alike.
