Niko B
How do we define a record song or breakout artist in 2020? If you were born in the 90s like me, you’ll remember the days of Top of the Pops, MTV and VH1, and songs being called “hits”. As the landscape of culture and music has morphed and liquified at the whim of the internet, we now see the biggest names in music often hailing from a homemade YouTube video or a song made on GarageBand in an actual garage. Where was once a music label hit is now more often than not a seemingly random song by an unknown artist that goes viral. And if going viral is what defines 2020, Niko B is a Gen-Z star. Also known as Tom Austin, the multi-hyphenate 19-year-old also has a clothing brand called Crowd, a rapidly growing social media presence, and does his own creative direction. Here I chat with him about video games, growing up online, and his viral singles “Mary Berry” and “Who’s That What’s That?”.
Hey Niko, how are you?
I’m good thank you. I’m very stuck in the house but I’m good.
First off, do I call you Niko B or Niko Bellic? Where does the name Niko B come from?
Niko B is fine and it comes from GTA’s main character Niko Bellic.
Who is Niko B? Where are you from and what do you do?
I’m from Newport Pagnell, home of the Aston Martin and the oldest working iron bridge in the world and I do everything.
You released your debut single ‘Mary Berry’ in August last year. Did you expect it to get such a big response, or was it a pleasant surprise?
It was a bit of both, I made it and really liked it but it was great that other people were also fans.
Is music a creative avenue that you’ve always wanted to explore? What inspires your lyrics?
Yes it was, I’ve done a bit of everything but music is my favourite. When I was younger I would be on youtube all day watching different freestyles and when I was in year 8 and 9 I always had a goal to find new music I’d never heard before and then the music used in video games inspired me. I just write lyrics from regular life.
You released your latest single ‘Who’s That? What’s That?’ at the end of May. What’s this song about, for you? Sounds like it's kind of about a big night and feeling hungover and framing a crazy girl for dealing drugs… all the random shit that we do to fill our time as young people in 2020 (pre-Covid obviously).
Exactly. It’s important to have a song for people to bop to. You don't hear relatable lyrics that much in music. So I wanted to make a song that was relatable with true authenticity that people can have fun to.
What was it like meeting NSG last summer at Reading when you interviewed them?
IT WAS SICK. In the sunshine it was amazing. They're such good people and when I toured with them they had such great energy.
How have you been finding lockdown? (Has it been positive/negative/do you have any takeaways from it?)
I like my room so it’s ok. But I like a change of scenery and I miss being outside and seeing people and doing things not in my house. Everytime I go outside I feel like it’s life or death. If my mum sends me to the shop for a carton of milk it feels like it could be the end.
Hello, World!
You have a brand called Crowd. How did you start your brand and what is it about?
I didn’t want to pay for super expensive designer clothes so I decided to make my own! My friends wanted some so I made more.
TikTok or Instagram? And why?
I don’t know. I honestly don’t know. Social media is mad, it’s mad to process that much information but I do love watching stupid videos on Tik Tok. The reason I like both is that they allow me to entertain other people.
Who or what inspires you in life?
Everything, all the normal things in life. What inspires me is people just doing what makes them happy even if it’s something small like building something cool on Minecraft or playing guitar.
Do you have a motto you live by or any words of wisdom for your fans?
Doing nothing gets you nothing and don’t forget your ingredients for food-tech.
Finally, why do you hate gherkins so much? I don’t eat McDonald’s anymore, but when I did the gherkin was my favourite part. Am I cursed?
Yes, definitely cursed. Gherkins are the worst! I don’t see the appeal of slimy wet cucumbers that look like Kermit willies. I take it out myself because I don’t want to make more work for the people at McDonalds though and it's a ritual to take it out. Also shout out to curry sauce from McDonalds.
courtesy NIKO B
interview BEE BEARDSWORTH
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