He is already one of the UK's biggest musicians but now Professor Green has set his sights on conquering the nightclub scene.
The British rapper has teamed up with celebrity mixologist and Hoxton Pony owner Gerry Calabrese and his brother Jon to open the tattoo-inspired Ink club at 1 Leicester Square.
Speaking to IBtimes UK at the launch party Green said he was keen to make his new venture a success.
"I want to make this work. I never put my name into anything that I can't put my back into," he said.
"[A lot of celebrities endorse certain things] but they don't really care about them. We built this from the ground up.
"There's nowhere in the West End like this. The whole point was that we wanted to bring a little piece of east to the West End but also to take Soho back to Soho."
The 29-year-old star opened the edgy fifth-floor venue with fiancée Millie Mackintosh by his side.
He said that having the support of the Made in Chelsea star during the whole process "makes life a lot easier".
The Read All About It hitmaker, whose real name is Stephen Manderson, revealed that he was taking a step back from other commitments to focus on his music. He is in the studio working on his fourth studio album.
The forthcoming record is a follow-up to his 2011 At Your Inconvenience LP which spawned hits including Read All About It featuring Emeli Sandé and Remedy.
"It's something I'm really proud of and I ain't even finished it yet," he said.
Sandé, Lisa Moorish, Diana Vickers, Wretch 32, Tara Ferry, Naughty Boy, Reg Traviss, Zoe Hardman, Mista Jam, Sam Young, Sarah Jane Crawford, and Carl Barat were among those who made an appearance at the launch.
"I just want to behave and work hard. The working hard bit I've got down to a tee, the behaving bit I struggle with," Green added.