Prior to Drake posting his Victory Lap radio set – inspired by the reality show Love Island – on an Instagram dump, Niko B has been steadily building a movement for the past two years through comical, often parodical raps. Born Tom Austin, he takes his pseudonym from GTA IV’s iconic Eastern European protagonist, although he doesn’t hold the same tendencies of a career criminal. Kicking off his musical journey with his self-directed debut single “Mary Berry” paying homage to the British TV chef almost 70 years his senior, he then dropped the viral “Who’s That? What’s That?” in 2020 documenting the everyday life of a suburban kid from Milton Keynes. Niko’s conversational cadence, deep understanding of his lane, and ability to take just as good as he can give (“Niko B made the worst song of the year”) form part of his palatable personality fit for any scene whether stage shows or presenting. Much like others in his age group, the inquisitiveness to delve into all aspects of the creative arts has allowed him to broaden his horizons and keep his options open. Despite being known for his lo-fi, relatable music videos which oftentimes are directed by Niko himself, little is known about the clothing line he launched, titled Crowd, before ever dropping any music. As well as shooting its lookbooks, campaigns, and pretty much any of the brand’s promotional material, his adoration for fashion can be spotted through his music. Original Shift caught up with Niko B in this vibrant, tongue-and-cheek campaign to get an understanding of his musical and visual style, his new clothing brand and of course, the origins of his name. Produced by Shift Productions Words by @ali__twice Photography by @taylerprincefraser Mixed media by @georgewilliamvicary