Despite completing a two-year foundation course in graphic design and advertising, creative Peigh Asante found himself following a different path after graduation. Putting the idea of agency life on hold, he signed a record deal and dove into a two-year tour before eventually settling back down in London and putting his studies to work. Carrying his love of music with him, in 2016 Peigh joined The Kennedys, Wieden + Kennedy’s creative incubator programme, and was thrown in at the deep-end with a live brief for XL Records. He quickly learned to navigate client projects, with projects for Rough Trade and TK Maxx. Keeping his creative gears in motion, Peigh also co-founded Swim Dem Crew, an inner-city swimming club that promotes the power of community and mental wellbeing through social events and unique content. Here, he shares details of his budding music career, making documentaries and explains why embarrassment is better than regret.