When the “CEOs’ favourite CEOs” — Austin Daboh (Spotify, Atlantic Records) and Twin B (0207 Def Jam) — sat down to talk on the Winners Talking Podcast we expected stories about Stormzy, Burna Boy, and the rise of UK rap but not only did we get that, for the shrewd listeners there was a hidden masterclass in consistency, risk-taking, and navigating an industry flooded with 200,000 new players every day.
Here are 7 practical lessons from their journeys that every creative, artist, or aspiring exec can take on board:
1. Consistency Builds Legacy
Twin B praised the Winners podcast team for never missing a week. He compared it to his own grind on radio: consistency is what makes people trust you. Whether you’re releasing music, running a platform, or hosting events, the discipline of showing up regularly is what cuts through.
💡 Practical tip: Commit to a schedule you can sustain. Even if it’s small (one post, one song, one mix a week), the habit compounds into reputation.
“Commitment man. I think anything creative is very much about just like doing it on a regular basis. Ups, downs, rain, snow… having something going regular as this podcast is going.” – Twin B
2. Say Yes More Than No
Austin explained how, at Spotify, he chose to lean toward yes when others might hesitate. Giving artists a chance — even when the industry wasn’t sure — allowed him to help build careers that defined the era.
💡 Practical tip: Don’t overthink opportunities. Test, take risks, and allow space for growth. The “no” might protect you, but the “yes” might change someone’s life (including yours).
“Whereas other people might turn around and say, ‘I’m not too sure about this, let me say no,’ I’d rather go on the side of yes. I believe that everyone deserves a chance.” – Austin Daboh
3. Your Background Is Fuel, Not a Barrier
Both shared stories of growing up around tough environments and using music as a way out. From pirate radio to mixtapes, to BBC 1Xtra, they turned early experiences into an advantage.
💡 Practical tip: Don’t downplay where you’re from. The resilience, resourcefulness, and culture embedded in your upbringing are assets — not obstacles.
“I always just said to myself, let me try and go the legal route. I fell into music, but I always wanted to work in entertainment… music soundtracked my whole teenage years. But I didn’t even know there was a music industry.” – Austin Daboh
4. Tastemakers Matter More Than Algorithms
With 200,000+ songs uploaded daily, both stressed that filters are missing. DJs, curators, and platforms willing to take time and use their ear are crucial in spotlighting music that connects. Self plug here 9bills covers upcoming and new artists, not just the major ones we all know and love. From Cloud 9 Sessions to Ones To Watch there aren’t many authentic grassroots platform doing it the way we are. If you aren’t already subscribed to our newsletter, do us a solid. It’s free!
💡 Practical tip: As an artist, build real relationships with tastemakers (DJs, editors, content platforms). As a tastemaker, protect your role — your cosign still holds weight.
“There’s not necessarily a filter from those 200,000 songs to what lands in your life. DJs are valuable — they’re the people you trust their judgment on music.” – Twin B
5. Teams Make or Break Careers
Austin highlighted Burna Boy’s rise, crediting not just Burna’s hunger but also the team around him (including his mum, Bose Ogulu, and his management). Without structure, vision can collapse under pressure.
💡 Practical tip: Artists should focus on the art and find trusted people to handle strategy, marketing, and business. Executives should value building teams as much as scouting talent. Our sister agency OFFBEAT Group have worked on content marketing campaigns for the likes of Tyla, Taves & Tion Wayne. Drop us a DM if you’d like to make an enquiry on Instagram and get a tried tested and trusted agency supporting your creative art!
“And the importance of a good team… it’s the be-all and end-all sometimes. You can’t escape that.” – Austin Daboh
6. Protect the Art from the Numbers Game
Twin warned that music has become too number-driven, with streams and chart positions overshadowing whether the music feels good. Both agreed: success can’t only be measured by stats.
💡 Practical tip: Don’t let numbers dictate creativity. Test songs live, share demos with real people, and trust emotional connection before analytics.
“The conversation has spun away from if it actually touches people… and it’s like how many have they sold. That’s annoying, because now even the consumer is judging music off numbers before they’ve even listened.” – Twin B
7. Respect Keeps Doors Open
From early days at BBC receptions to industry meetings, Austin remembered how showing respect — even when artists pulled up demanding a shot — kept bridges intact. Years later, those same relationships paid off.
💡 Practical tip: In business and music, stay respectful. The industry is smaller than it looks, and today’s intern or gatekeeper might be tomorrow’s executive.
👉 The biggest takeaway? Cutting through the noise isn’t about chasing every trend or getting lost in the data. It’s about consistency, taking risks, and building authentic connections that stand the test of time.
If you have a few hours to spare, watch the full Podcast episode of Winners Talking on YouTube below:
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