By Kristen Bingle
They may seem like the new kids on the block, but On Da Beat – often shortened to ODB – have been quietly nurturing and fostering London’s up and coming talent since 2017. The last few years have been all about grind and growth but with a new decade on the horizon, ODB is set to reach new levels.
On Da Beat is a multi faceted brand, consisting of a talent agency, management company, production company and studio that aims to bring together London’s cultural diversity and musical talent under one roof. Their span reaches beyond the artist and looks to nurture all roles within the sphere of music. Music producers, engineers, writers, technicians, DJs and artists amongst many other roles in the music industry can find their home here.
The idea for ODB was formed over dinner and drinks between friends; one of the cofounders of ODB and a few members of the Mixtape Madness team. The initial concept of the brand was to provide a space for UK producers – especially rap and drill producers – to grow and develop their craft. The overarching goal was – and remains – to protect the interests of the producer, help them garner the recognition they deserve and raise awareness of the work that goes into production. The role of the producer – and of music production – is generally overlooked and undervalued, and ODB is trying to change that narrative one step at a time. Through mentorship from experienced producers and industry experts, ODB are keen to ensure that their producers and artists alike, are properly educated on the ins and outs of the industry.
The ODB brand considers itself to be one family, made up of different communities and clans. It provides a safe and professional space and a community for London’s most sought after talent to grow and mature. On their roster On Da Beat have an army of untapped UK talent. The first producer to come under the wings of ODB was GottiOnEm who has since become one of the most prominent creators in the drill scene. Gotti most notably produced the instrumental for Big Shaq’s world wide hit Man’s Not Hot . Gotti was later joined by Mikabeats, and Sapphire who all form a part of ‘The Brigade’ – a group of young drill producers working together to create a space for their craft. The following year, 2018, saw ODB take on its first vocalist, B Polymath, who has been making waves in London and Stockholm, with his afro – infused melodies. The brand is now also embracing London’s up and coming Latino music wave. Artists like Valenciz, Steffani Milan and SJ the Tailor all call ODB home and are developing their crafts here.
The main heads behind ODB have been involved in the music scene, not just in London, but in Switzerland, Liberia, Ghana and Spain, giving the brand an international edge and a wealth of insight. As well as having international expertise, the musical experience and background of the founders spans genres like Pop, Reggaeton, UK Garage, Grime, Dubstep across to House, acoustic singer-songwriter style music and other guitar led styles.
With recent features in the Financial Times , Crack Magazine and i – D , ODB are being noticed by taste makers and cultural influencers in the UK. Previously based in West London, the brand has crossed the river, and ODB is now located in Wandsworth, South West London. The move to a new space and a new location has brought a fresh perspective and revitalised energy to the brand.
So what are the long term goals for this burgeoning brand? They’d still like to be based in London in the future, but with a reach that spans the UK, and the world. With a finger on London’s cultural pulse, ODB is staying ahead of the curve and embracing the city’s diversity -but still keeping those that create the music a priority.