What was the motivation and like...

yeah yeah i'm from south london and i think south london just has an inherent hustle um it instills a hustle in you and yeah when i was growing up um i used to be one of those kids that would sell stuff but it was mainly because when i was in like year seven my um dad and mom split up and then there was like a lot of financial burden on my mom because she had like six kids and um I just needed a way, cause she used to give us, she used to have to give us all like 10 pound a week.

But I think at that time it was quite a lot because she got like a lot of kids like similar to age.

So I just wanted to make my own kind of money in a way that was legal.

So yeah, I used to be the kid that would like sell Lucozade.

I'd buy Lucozade like at Iceland for, I don't, I wonder if they do it anymore, but it was like six for three pound.

And then you like freeze them and then like sell them for one pound each.

can i talk can we talk about um you said how much it's taken out of you yeah yeah because i my own experience here is like four and a half years into building on uh unheard and um i've started to think more recently about the impact that this is going to have on my health in like 20 years time what do you think when you think back on your journey i mean you're still on the journey yeah yeah what sort of impact do you think it's had on on you

I mean, what-- when you, when you took on that role, you know, to head up Dazed, what were you trying to bring to Dazed that was missing?

I think for a long time, Dazed was fab because the internet ...

Before 2016, the internet was not so-- Instagram was not so global to me, anyway.

I was- I mean, I got on Instagram at the age of maybe 21, 22.

But I think when I took Dazed over, the whole world communicated with each other.

Kids from Nairobi to South Africa to London to West Africa, China, Middle East, all are talking, all are-- everyone is doing something on the same platform.

So it didn't make sense that Dazed did not reflect that.

Yeah.