Interview, Podcast
Wretch 32: How To Build Unstoppable Self-Belief | E132
- Early Environment & Trauma: Grew up in Seven Sisters, Tottenham, in an area characterized by significant crime, police brutality, and gang warfare; a pivotal moment occurred at age nine when a car pulled up to a 9-year-old Richy (Rich the Kid's real name, though he is actually Rich the Kid's persona, wait, the transcript is Rich the Kid? No, the transcript is "Wretch 32". The transcript says "Wretch 32" in the interview context but the speaker refers to himself as "Wretch" and mentions "Tractor" which is his hit. The speaker is Wretch 32. Correction: The transcript is from the "Diary of a CEO" featuring Wretch 32. The host is Stephen Bartlett.
- Turning Point at 16: Ejected from his home by his mother at age 16 due to his arrogant "vibe" and perceived entitlement; this forced independence accelerated his maturation and drive to become a provider.
- Grandfather's Illness: Witnessing his grandmother's unwavering dedication while caring for his grandfather through cancer in his final days defined his understanding of true strength and the concept of "till death do us part."
- Early Career Strategy (2003-2006): Distributed hundreds of custom CD mixtapes door-to-door and in shops; utilized a strategy of creating multiple discs with different genres (Grime, love songs, motivational) to tailor tracks to specific recipients.
- First Breakthrough: Released the mixtape Learn From My Mixtape (24 songs) in 2006; after his son was born, he rushed from the hospital to collect 1,000 pressed CDs, prioritizing the release over family needs due to sheer obsession.
- Industry Connections: Built a network through radio (BBC 1Xtra), collaborating with figures like Twin B, Richard Antwi, and DJ Cameo; they eventually formed the label Levels, a subsidiary of Ministry of Sound, which signed Wretch 32.
- Commercial Success: Released the single "Tractor" in 2012, which reached the UK Top 5; this hit launched him into a rapid period of success, including festival bookings (Glastonbury, Wireless, V) and album releases (Black and White, Growing Up in Public).
- Label Conflict: Experienced tension with Ministry of Sound over artistic direction; he wanted to release socially conscious tracks regarding the Mark Duggan shooting and police issues, which the label viewed as less commercially viable than party anthems.
- Financial Regrets: Admitted to a "stupid mistake" of refusing to buy his parents' council flat in Tottenham after signing a record deal, ignoring advice to invest in property; later realized the importance of "buy to let" strategies.
- Philosophy on Fame: Compares the music industry to Game of Thrones, noting that the "main character" can be killed off quickly; emphasizes that fame is fickle ("musical chairs") and warns young artists against the temptation of materialism (Rolexes, Gucci) over building a financial foundation.
- Legacy & Artistic Integrity: Prioritizes long-term legacy over immediate hits; aims to create art he would be proud of hearing in 80 years, even if it risks a single not charting immediately.
- Imposter Syndrome: Overcame feelings of inadequacy in high-level boardrooms and festival lineups through the mentorship of Richard Antwi and his manager Zion, who reinforced his self-worth and value.
- Business Ventures:
- Green Machine: Co-founded Europe's largest CBD shop (by square footage); started out of personal skepticism, verified efficacy for family members with conditions like MS, fibromyalgia, and insomnia; plans to expand to 50-75 stores in three years and aims to function as a health advice hub similar to a chemist.
- Def Jam: Serves as Creative Director, leveraging his artist perspective to mentor new talent (e.g., Stormzy, Avalo) and navigate industry infrastructure.
- Relationships & Family: Acknowledges that his early obsession with music caused him to neglect family duties; admits his daughter (now 10) has little recognition of him living with her due to his absence during her early years; currently prioritizing work-life balance and rebuilding relationships with his children (son, 15; daughter, 10).
- Advice for New Artists: Emphasizes that while TikTok is a powerful discovery tool, the quality of the song remains the only constant variable that cannot be skipped; advises artists to ensure their music is top-tier regardless of the marketing platform.
- Life Philosophy: Defines a "life well lived" as waking up with reasons to smile and being a positive "soundtrack" for others; urges people to be fully present in every moment, viewing interactions as seeds that may bear fruit later.