Career
Tom Austin (henceforth referred to by his stage name, Niko B) grew up on the "humdrum" Suburban Poets Estate, in Newport Pagnell, Buckinghamshire. Son of a builder father and special needs teacher mother, he attended Ousedale Secondary School. He previously worked at a Subway fast food restaurant. [2] Austin's stage name is a reference to Niko Bellic, the protagonist of Grand Theft Auto IV. [3]
He began his music career by releasing single, "Mary Berry", [4] with lyrics focusing around life in small-town Britain. [4] This song's popularity gave him the chance to tour with rappers K.O and V9. [5] In an interview with Clash , Niko B says he vomited before every performance, and technical issues during a show meant he instead sang "Happy Birthday" to a girl in the front row. [6]
His most popular single, "Who's That What's That" was released in May 2020. It became a top 40 hit in the UK, and peaked at No. 26 on the UK Singles Chart. [7] [8] The song's success was boosted by viral marketing on social media platforms Instagram and TikTok. [3]
He runs his own clothing label, CROWD, which is often featured in his music videos. [4] [9]
In 2021 Niko B played The 1Xtra Dance stage at the Reading and Leeds Festivals and released two new singles: "International Baby" and "It's All Gone". [10]
In 2022, he released four new singles, these being "I Had a Fist Fight with an Emo Outside Subway", "Canada Goose", "Love Island Freestyle" and "Rips in Jeans". "Rips in Jeans" went on to feature in the video game FIFA 23 . [11]
2024 saw the release of his debut album "dog eat dog food world", under the label Believe UK. It was preceded by the release of singles "tresspass coat", "it's not litter if you bin it", and "boarded the plane". The album incorporated elements Alt-RnB, Lofi House and Jersey House and featured collaborations with artists 'dexter in the newsagents' and 'KIRBS'. [12]
The following year saw Niko B release a significant amount of new music, riding the wave of success bought by 2024 single "Why's this dealer?", which became an Instagram sensation. [13] First was "People", a three song EP coming in at just under nine minutes long. [14] In similar style to "dog eat dog food world", Wordplay magazine described it as "casual, honest, and unbothered by pretension". Then, after the release of singles "Mongoose", "Beginners luck" and "Spawn Trap," he released the mixtape "Cheerleader" on October 3, this time under the label Ditto. [15]
Musical style
Niko B covers multiple genres, with "nothing off limits in terms of style." [8] For example, in an interview with Vogue, he said wanted to have his own style with his lyrics, for example referencing removing a gherkin from a McDonalds Big Mac burger, written to be relatable to young British people but also unique to him. [16] [17]
Media outlets have consistently praised his lyrical storytelling, often comparing him to Mike Skinner of The Streets. Reviewers have also emphasised his hook writing and individual approach to the vocal style of rap. [8] [10]
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