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E199: Charlie Sloth: From Homeless, to Fire In The Booth, to an £800 Million Business!

November 28, 2022

The Diary Of A CEO with Steven Bartlett


Charlie Sloth is a radio presenter on Apple Beats One, and previously on Radio One. The creator of “Fire in the Booth”, he is known as a adept and visionary patron of new artists worldwide. Appearing on Sloth's show is the moment many rappers and musical artists ‘make it’.

Charlie wouldn’t have it any other way. As he reveals in this episode, he has never deviated from his dream of bringing new talent to the fore. Even when he was living in a shed as a single father with a young son, he knew where he wanted to end up. That perseverance got him through the difficult moments, when nothing else would.

In this conversation Charlie opens up about the need to hold yourself to high standards, because the only feedback that’s actually going to take you to the next level is the feedback you give yourself. In a raw, honest and Frank exchange, Charlie shares his lessons that he’s picked up from a lifetime of hustling, from being a street artist to founding one of the worlds most successful vodka brands - Charlie is never someone to do things by halves.


  • How my environment shaped me
  • Tower Block Dreams 
  • Self-belief & hard times 
  • The beginnings of Charlie Sloth
  • Lack of role models
  • Fire In The Booth
  • Your brand's integrity and deleting episodes
  • Doubting myself
  • What makes a great artist?
  • Joining Apple Music
  • Au vodka & the strategy behind its success
  • Your personal life & work-life balance
  • Are you a workaholic?
  • Our last guest's question


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