ANNOUNCEMENT: OWN IT! to partner with music label Boy Better Know to co-publish ‘ENDLESS FORTUNE’ by Ify Adenuga

We’re excited to announce a partnership with Boy Better Know (BBK), one of the UK’s most progressive independent record labels founded by brothers and Grime artists Skepta and JME. OWN IT! & BBK will co-publish Endless Fortune – the fascinating memoir of Ifeomagwu “Ify” Adenuga who alongside her husband Joseph Senior Adenuga raised four children who have helped shape contemporary Black British culture, Skepta (Joseph Junior), JME (Jamie), broadcaster and former voice of Apple Music Beats 1 Radio, Julie and producer, graphic designer and illustrator Jason Adenuga.

As the first book of its kind – from the mother of a family of successful British creatives – Endless Fortune examines the experience of the African diaspora and the complications around immigration from a personal perspective. This book is a timely addition to the ongoing conversation around migration and immigration in the UK. With Ify Adenuga at the very heart of the story, it explores the chasm between Lagos and London and how to not only survive but thrive in a new culture and country. For those who are fans of the Adenuga family, the book is also a fascinating insight into their childhood and growing up as part of a new generation of young, Black, British people whose voices are still rarely heard.

OWN IT! commented: Ify is an inspirational woman with an exceptional story that everyone needs to read. A story not just of struggle and survival but also of an uncompromising spirit and a defiance in always being proud of who she is and where she’s from whilst forging ahead no matter what – qualities that are clear to see in her children Skepta, JME, Julie and Jason Adenuga. We couldn’t be more proud to be partnering with one of the most pioneering and influential British record labels in Boy Better Know – who true to their mum’s spirit have consistently pushed boundaries and redefined the rules – to bring this vital story to the world.

Learn more about ENDLESS FORTUNE here