Former BBC Radio 1 and 1Xtra DJ Charlie Sloth has officially joined Apple. The Charlie Sloth Rap Show on Beats 1 starts 12pm PT/3pm ET on Saturday January 19.
“I feel that U.K. music is in a place that it’s never been in my whole time supporting the culture in the way that I have,” Sloth told Beats presenter Zane Lowe in an interview. “I feel that it’s desired in a way it’s never been before globally — and with Apple Music and Beats 1 I feel that I offer something to these artists in the UK that no other platform can offer at the moment.”
The controversial Charlie Sloth has been with the BBC for approaching a decade. However, late last year he left after storming the stage at an Audio & Radio Industry Awards (ARIAS) event after losing the “Best Specialist Music Show.” Grabbing the mic, he told the winner to “f**k your life.”
Bring fire to Beats
Sloth is best known for hosting the popular rap freestyle segment, “Fire in the Booth.” He is just the latest U.K. DJ to join Beats 1 after Zane Lowe and Ryan Newman, a key player from the BBC’s main hip-hop and grime radio station, 1Xtra, previously joined the station.
Although Apple Music includes content from every imaginable genre, hip-hop is one that it has shown particular focus on. Apple has acquired several documentaries, such as Before Anythang: The Cash Money Story and Can’t Stop Won’t Stop: A Bad Boy Story, to appeal to a similar audience.
It has also produced music videos for several hip-hop artists, including Drake’s video for “One Dance,” Eminem’s “Phenomenal” and Pharrell’s “Happy,” as well as a 45-minute “visual album” from Grammy-winning artist Frank Ocean.
Charlie Sloth should therefore fit in nicely as part of the crew — although we can’t imagine that any of his wilder antics would be tolerated by Apple. Maybe best to keep him away from award ceremonies for now!