Highlight: The Fire In The Booth That Would Have Destroyed My Brand: Charlie Sloth

Steven Bartlett (0:03)

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Terms and conditions apply. Here's Charlie. When it comes to building a brand that has integrity, what matters? You know, this is a brand.

Charlie Sloth (0:57)

And I think it has integrity. But I think because you have integrity, I think because you have integrity, you install your morals into the brand. And this brand is a reflection of you. I think like pretty much everything you do speaks about you as a person, because I feel like I'm the same. I feel like if it challenged my morals, I wouldn't want to do it because I'd be like, well, that's not a real reflection of me. Why am I going to invest my time or my money, my energy into something that doesn't represent me? And I feel like my team, you know, I have an amazing team, do an incredible job of managing the expectations of all of the brands that I'm involved with. And I don't even have to say it no more.

If I feel like something's wrong or it's not going to work, it doesn't look right for the brand, they know before it's even come to me, because they know what my morals are. They know what I stand for but I don't stand for what I feel is right. So it's got to the point where I don't even have to have those conversations because I have such a great team who have those conversations for me and they protect the brand. I feel like if something goes wrong with one of the brands, it's a reflection on me. And something that I've always believed is one of my biggest assets is my reputation. I feel like you may not like me. You may hate me. You may find me annoying. But one thing you can't challenge is my reputation. I've never done anyone dirty, ever. I've never backstabbed anyone. I've never said I'm going to do something and not done it. And my brands have to hold up that same ethos.

Steven Bartlett (2:39)

In order for your team to know what decisions you'd make before, you know, it even comes to you as it relates to the branding, the positioning of it and all those things, that must first start with you being really, really clear. And what I've got from all of that is because you're so clear in your head and non-negotiable about what this brand is, you've been able to kind of like install that in all of the people around you. So now they are like disciples of the values.

Charlie Sloth (3:00)

For sure. Well, we actually have a Bible.

Steven Bartlett (3:01)

Oh, really?

Charlie Sloth (3:02)

We actually have a Fire In The Booth Bible, a handbook to do's and don'ts. And especially now because, you know, the vision of Fire In The Booth has gone from being a feature on a radio show to being a global brand, you know. Obviously, now we're of Apple, you know, one of the biggest companies in the world, who I believe share the same ethos as we do in terms of vision, in terms of content consumption. And I feel like now the brand really is going global.

Steven Bartlett (3:37)

Everyone wants to know what's in that Bible. What kind of things are in there?

Charlie Sloth (3:40)

I mean, it's, you know, it goes from camera set up to edits. Colors to use.

Right through to how artists are treated once they arrive. Communication with teams.

Steven Bartlett (3:58)

One of the things I found really interesting is I read that you deleted potentially hundreds of episodes of Fire In The Booth that just didn't cut it. Which I think a lot of people would be surprised by because, you know, a rapper, an artist comes down, they perform, they might think it's gone off, they might think that, you know, they killed it, and then you're sat there thinking, this doesn't meet the standard.