Niko B roars with debut album, ‘dog eat dog food world’

By: Campbell Harvey

Tom Austin, 23, the man behind the truly goofy and admirable musical character “Niko B” kicked off his career designing clothes in Milton Keynes. Tapping into the rising UK rap scene, along with success in his clothing brand Crowd, Niko B was able to grow internationally with hilarious yet catchy hit songs “Mary Berry,” “Who’s That What’s That” and “International Baby”. 

Prior to dog eat dog food world, Niko B explored TikTok fame in his viral Victory Lap cyphers featuring Central Cee and Dave, along with his hilariously unfunny goblin series. Niko B was able to solidify his sound in the last year, exploring bedroom pop-rap and harmonic vocals in the singles leading up to this project.

Niko B’s promotion behind this album featured three remarkable singles. “tresspass coat,” the first track of the album and well regarded as the hit, is a dance anthem with a beautiful chorus by friend and Londoner dexter in the news agent. “its not litter if you bin it” explores a night out at the club and Niko B’s fake Van Cleef’s. 

Niko B’s cypher-like freestyles have led him to hit hilarious songs, but his lyrical riffs and flow was seen heavily in this album in tracks like “miniclip” and “what counts as fine?”.

“ur a bundle of joy !” sits atop my list of favorites from this project. This jazzy production and pure wit stopped me in my tracks, listening to it on vinyl is a life changing experience. To hear this from an artist that I relate so heavily with comedy and irony, this album gave me such peace and emotional connection to both the production and the hilarious character that is Niko B. 

Niko B launched this project with physical albums on his website, offering signings across England. Dog eat dog food world is available for streaming now with physical sales available worldwide as well.