Home Diary of a CEO Notes
Diary of a CEO · 2022-04-07 · 1h 20m

Wretch 32: How To Build Unstoppable Self-Belief | E132

UK rapper Wretch 32 on being thrown out at 16, obsessive hunger, the Traktor breakthrough, and building a legacy over fame.

Wretch 32: How To Build Unstoppable Self-Belief | E132
The guest

Wretch 32 — British rapper and songwriter from Tottenham, North London; founder of CBD business Green Machine and creative director at Def Jam.

The gist

Wretch 32 traces his journey from a Tottenham council estate marked by crime and police-brutality activism to becoming one of the UK's most respected lyricists. He describes his mother throwing him out at 16 as the harshest but most important thing anyone ever did for him, forcing him into adulthood and ambition. He recounts years of selling self-pressed mixtape CDs, the 2011 breakthrough single Traktor and album Black and White, and the tension with his label over making socially conscious music. He reflects on the emptiness of fame and material trophies, the importance of buying a 'foundation' over Rolexes, and the regret of missing four years with his family while chasing success. He closes on balance, legacy, and staying true to his art.

Big reveals

  • Wretch says his mother throwing him out at 16 was the best thing anyone ever did for him, forcing him to become a provider.
  • He admits he was angry at his mum for a time but later thanked her, saying without it he wouldn't have become rich at 20-odd.
  • On the day his son was born, he left the hospital to collect 1,000 freshly pressed mixtape CDs because of his obsession.
  • Manager Twin B told him the single Traktor would change his life before it charted at number five and everything changed.
  • Friction with Ministry of Sound arose because he wanted to make socially conscious music about Mark Duggan rather than only hits.
  • He calls leaving his mum's council flat without buying it one of the dumbest mistakes of his life.
  • He confesses he was effectively 'dead' and off the grid for four years (2011-2015), missing family events and graduations.
  • His daughter has no recognition of ever living with him, treating him more like an uncle than a dad.

Things worth remembering

  • His father was a respected old-school DJ who kept sound-system speakers in their own dedicated room in the house.
  • His grandfather was undiagnosed and ill for years, but died on a countdown once he was finally diagnosed with cancer.
  • At age nine, a tinted car of rivals pulled up looking for a 'dark-skinned skinny' target before driving off, putting a chip on his shoulder.
  • He was inspired to pursue media after seeing a kid named Frank from his estate appear in a Lexus advert.
  • He bought The Stage newspaper every Thursday for a pound to learn about auditions and the world outside his estate.
  • He made different CDs of different song themes and gave each person the disc he thought they'd like, before consolidating into 24-song mixtape.
  • He frames every song as part of his legacy, saying his great-great-great-grandkids will hear it as his representation.
  • He aims to grow Green Machine CBD to between 50 and 75 stores within three years, envisioning it like a future chemist.
  • He is now creative director at Def Jam, advising signed artists using his own experience coming up.
  • He cites contemporaries like Ghetts and Giggs as the peers who pushed him to keep escalating his rhyme schemes.

Recommended in this episode

Books, products and media the guest or host genuinely endorsed here — with the buy link.

Affiliate link — we may earn a commission at no extra cost to you.

Guest’s ownMedia

Learn From My Mixtape

Wretch 32

“2006 when it came out yeah 2006 learn from my mixtape came out that's my first cd 24 songs on there” — Wretch 32 00:16:33
Find it on Amazon
Guest’s ownMedia

Black and White

Wretch 32

“i want to get up to the point when you release black and white in 2011” — host 00:30:00
Find it on Amazon
Guest’s ownMedia

Traktor

Wretch 32

“so initially we signed for a single which was tractor that was my ringtone that was 2012” — Wretch 32 00:33:05
Find it on Amazon
Guest’s ownMedia

Growing Over Life

Wretch 32

“getting to the point where we could release that album which was growing over life and it was just for me it was important” — Wretch 32 00:39:15
Find it on Amazon
Guest’s ownMedia

6 Words

Wretch 32

“and i came up with six words which was written within that within that space and within that time” — Wretch 32 00:41:19
Find it on Amazon
Guest’s ownMedia

Upon Reflection

Wretch 32

“all right upon reflection i think it's probably gonna be in my little spotify rap thing as some of the most played song album” — host 01:19:23
Find it on Amazon
Guest’s ownProduct

Green Machine CBD

Green Machine

“you started this business with your business partner and it's now i believe the the largest cbd shop in europe by the number of shops” — host 01:00:54
Find it on Amazon