Charlie Sloth: British hip-hop DJ and entrepreneur, creator of the Fire in the Booth freestyle brand (BBC Radio 1Xtra, now Apple Music) and co-owner of AU Vodka.
What this episode covers
Charlie Sloth tells Steven Bartlett how growing up on a council estate, with no role models and not even knowing what university was, fueled a relentless self-belief and drive to prove people wrong. He recounts living in a shed with no sanitation after his son was born, working 18-20 hour days, and the WorldStarHipHop break that validated his vision. He explains how he built Fire in the Booth into a trusted cultural brand he kept 100% ownership of, taking it from the BBC to Apple Music. He breaks down the AU Vodka story, including 'shadow marketing' tactics that aligned the gold bottle with success, and the 5-year plan that grew it to an estimated £800M valuation. The conversation turns deeply personal as he wrestles with work addiction, balance, and being dragged rather than driving his own life.
The guest's own work
AU Vodka
AU Vodka
“Last year, we outsold Grey Goose twice over... we're the top selling premium vodka in the UK”— Charlie Sloth
Fire in the Booth
Charlie Sloth
“that's where Fire in the Booth came from. And you know, I feel like, you know, understanding the power of branding is what put that in a position”— Charlie Sloth
Also referenced (named, not recommended)
Grey Goose
Grey Goose
“Last year, we outsold Grey Goose twice over. You're joking. No. We outsold Grey Goose in the UK twice over.”— Charlie Sloth
Cîroc
Cîroc
“Three times as many bottles of Cîroc. Um, we're on schedule to turn over 80 million pounds this year.”— Charlie Sloth
Taboo Talks
James
“I was watching Taboo Talks James. Yeah. A lot of that was bravado. And that show, a lot of that was bravado.”— Steven Bartlett
Big reveals from this episode
- Charlie's father, who always said he'd never be as successful, revealed he was never talking about money but about the family man Charlie became.
- After a disappointing self-made YouTube launch, WorldStarHipHop messaged wanting to take Being Charlie Sloth on exclusively, the defining break of his career.
- In his BBC onboarding he told bosses he'd build the biggest online freestyle platform and replace Westwood in five years; he did it in three.
- He owned the full copyright and trademarks to Fire in the Booth before joining the BBC, and because the BBC never invested he licensed the brand to Apple on exit.
- He had spent over £100,000 developing his own vodka brand and shelved it days before AU Vodka DM'd him on Instagram.
- AU Vodka's growth came from 'shadow marketing': partnering with GRM so artists held an AU bottle alongside achievement plaques, aligning the bottle with success at near-zero cost.
- Asked how he'd feel if all his goals were complete and he had to stop working, Charlie answered: 'Lost.'
- AU Vodka outsold Grey Goose in the UK twice over and is on schedule to turn over £80 million this year.
Worth remembering
- As a kid Charlie sold sandwiches, crisps and cigarettes at school, reinvesting profits to make more money.
- He woke at 5am to get a four-hour head start before anyone else's workday began.
- Wretch 32 pulled out of their joint BBC show the night before the announcement to chase music, leaving Charlie to do it solo.
- When he first joined the BBC he earned only £140 a week, turning down a six-figure LA deal.
- Fire in the Booth has a 'Bible' handbook covering camera setup, edit colors and how artists are treated.
- He has deleted potentially hundreds of Fire in the Booth episodes that didn't meet his standard.
- Stormzy turned up two hours and five minutes early and recorded three verses and a hook in about 40 minutes, prompting Charlie to declare him a future superstar.
- AU Vodka sold out in the US within two days of launching state by state.
- During lockdown Charlie traveled the world with his family and spent seven months in Dubai so he could keep working.
- Charlie says he spends very little and channels his earnings into a trust for his family.