top of page



Deal Real was a renowned hip hop specialist record shop, located at 3 Marlborough Court, off Carnaby St.

Moving from its Noel St. location in Soho, the Carnaby store was opened under new management in 2002 by Vincent and Olu Olutayo, Sef Khama, Tony and William Tagoe - university friends and family who came together through a mutual love of hip hop culture.

The shop ethos centred on promoting the diverse range of UK and US hip hop culture, with a particular focus on emerging UK artists and genres that had very few other outlets. The store even embraced early emerging genres including grime, and UK Rap, selling early release by the likes of Dizzee Rascal, Kano and Ghetts. 


Deal Real was a hive of activity and its legendary Friday night open-mics, provided a platform for creative young people to come together, showcase their talents and network with like minds. Young emerging talent of all description would meet, hone their skills, build positive links and futures. It was social networking before Twitter, with many young people arriving as curious music enthusiasts, but leaving as fans, collaborators and friends.


Within 5 years of thriving in one of London’s iconic music and fashion districts, Deal Real became known globally as “London’s Hip Hop Mecca”.



The DEAL REAL LEGACY pop-up opened on Record Store Day Saturday 18 April 2015, at 14 Newburgh Street, Carnaby. 

The aim was to commemorate and celebrate "London's Hip Hop Mecca" and showcase the cream of London’s undiscovered and unrepresented talent, including emerging visual artists, musicians and fashion entrepreneurs.

A photo-gallery depicted some of the memorable moments and in store performances from Deal Real's illustrious history, along with archive footage of Deal Real alumni and some fo the UK's finest artists including:

Example | Amy Winehouse | Estelle | Mr Hudson | Professor Green | Doc Brown | Noisettes | Skinnyman | Rodney P | TY | Lewis Parker | Hijack | Black Twang | Klasnekoff | Jehst | Kyza | Sway | Pyrelli | Mystro | Task Force | Eric Lau and more. 

As well as unseen footage of internationally renowned artists such as:

Kanye West | Will I Am | Akon | Mos Def | John Legend | GZA | Ghostface Killa | Mark Ronson | Slick Rick | Dave Chapelle and many more. 

bottom of page