What is Amaru Don TV?
Amaru Don TV is a music industry interview platform created in 2010. It is one of the oldest still active interview-based YouTube channels from the UK and has documented the growth of the UK’s Rap, Grime and R&B with first-hand accounts from musicians such as Skepta, Chip and Giggs.
Amaru Don TV also includes interviews with a number of US-based acts, such as J. Cole, Trey Songz and Ne-Yo.
Amaru Don TV Interview Format
All Amaru Don TV interviews are recorded in a manner popularised by Vlad TV, with the cameras solely showing the video’s guest. The host is never shown in any of the videos.
Unlike other interview-based music platforms in the UK, Amaru Don TV tends to focus on topics concerning the behind the scenes of the business. The informal line of questioning with musicians typically contextualises their career and delve into an individual’s upbringing, the trajectory of their career and their aspirations.
The host is known to pinpoint specific lyrics for the interviewee to expand upon as a talking point. Musicians on the platform have revealed specifics about record deals they have signed, the struggles of sustaining a career in music and how much money they earn. Others have spoken about battles with mental health, their experiences with counselling and seeking other income streams when music earnings slow down.
Amaru Don TV Creator
Amaru Wilcox is the creator and host of Amaru Don TV. He is a music industry professional of Nigerian heritage and has experience as an A&R, branding specialist and consultant for a number of record labels, musicians and currently holds a position at PRS for Music.
Although Amaru Wilcox is the primary interviewer, others have occasionally taken the lead.
Amaru Don TV Guests
The content on the Amaru Don TV channel features interviews Amaru Wilcox has conducted since 2008 (predating the launch of the YouTube platform) and continues to release interviews to date.
In the early years there was a lot more representation of contemporary Rap and R&B artists in the US. From around 2019, Amaru Don TV primarily features UK-based Rap acts.
UK and Irish Musicians
The UK and Ireland-based musicians featured on Amaru Don TV consists of a broad range of styles and genres, but centres on a core of R&B and Rap acts that, at the time, were signed to London-based record labels (and the UK bases of American major labels).
This includes musicians that may have had a presence on the underground for some time and finally got a big break, acts new to the industry, and artists that have amassed a large fanbase without a conventional path.
The list of UK-based Amaru Don TV guests includes Pop, Rap, R&B, Grime, Dancehall and Afrobeats acts, including X Factor participants, singer-songwriters, producers, groups, singers and rappers.
As time has gone on, Amaru Don TV guests have more commonly focused on well-established UK Rap acts. Skepta, Giggs and Sneakbo are among those that have done multiple interviews on the platforms, so it is possible to see a marked change in their industry experience as their careers have progressed from one interview to the next.
The complete list of UK and Irish guests is as follows:
- Devlin
- Giggs
- Jessie J
- Loick Essien
- Yasmin
- Wretch 32
- Encore
- DJ Ironik
- Rhian Benson
- Starboy Nathan
- K Koke
- Kassidy
- Talay Riley
- Durrty Goodz
- Bluey Robinson
- Tinie Tempah
- Maverick Sabre
- YolanDa Brown
- Smiler
- Bigz (Wavey Boy Smith)
- Example
- Ms Dynamite
- Angel
- Will Young
- Ruff Diamondz
- Belle Amie
- Mz Bratt
- Aggro Santos
- Clement Marfo & The Frontline
- Lawson
- Sincere
- Lady Leshurr
- Tanya Lacey
- Estelle
- Josh Kumra
- EJ
- Rita Ora
- Stooshe
- Pepper
- Rizzle Kicks
- Conor Maynard
- 2kriss
- Alexandra Burke
- Akala
- Sneakbo
- Maxsta
- Ryan O’Shaughnessy
- Scouting for Girls
- Aiden Grimshaw
- Parade
- Charlee Drew
- Ashley Walters
- Lemar
- AKS
- Sway
- Marshall
- Josh Osho
- Amelia Lily
- Misha B
- G FrSH
- Charlie Brown
- Ed Drewett
- Geko
- Bashy
- Gabrielle
- Rebecca Ferguson
- Neon Jungle
- Elyar
- Delilah
- Hobbie Stuart
- Diana Vickers
- Ella Eyre
- Kwabs
- Tinchy Stryder
- Rough Copy
- All About She
- Fuse ODG
- Nick Brewer
- Kieran Alleyne
- Louise Smith
- Jared Evan
- Terri Walker
- Double S
- Dornik
- Stylo G
- Bonkaz
- Maleek Berry
- Tom Parker
- Cadet
- Yungen
- Rax
- Jay Sean
- Avelino
- Shakka
- Yxng Bane
- Liquez
- Monkey (67)
- Dimzy
- LD
- Gracious K
- Tom Prior
- Young T & Bugsey
- Ryan De La Cruz
- Alexa Da Kid
- Mr Shabz
- Ms Banks
- Moelogo
- Not3s
- Sons of Sonix
- 5 After Midnight
- Vanessa White
- Aston Merrygold
- Suli Breaks
- Reggie ‘n’ Bollie
- Stormzy
- Kyla
- Young Spray
- Ramz
- Shocka
- Ty
- Subten
- One Acen
- Knucks
- Iykz
- Rebecca Garton
- Big Zuu
- SNE
- C1
- Fekky
- Tranell
- TEdness
- Asco
- Don Strapzy
- Aitch
- Ambush
- Big Tobz
- ILL Blu
- Big Maf
- Joe Grind
- Swarmz
- Rak-Su
- CS
- Mega Man
- Tiny Boost
- Trillary Banks
- Blanco
- Young Adz
- Dirtbike LB
- 169
- Rimzee
- RA
- M Huncho
- RV
- Guvna B
- Lavida Loca
- Osh
- K-Trap
- Corleone
- Ghetts
- Shaybo
- C Montana
- Cashh
- Backroad Gee
- Youngs Teflon
- Jammer
- Ard Adz
- Stardom
- Mowgz
- Pak-Man
- Miraa May
- Rimzee
US and Canadian Artists
The US and Canadian artists featured on Amaru Don TV are primarily established rappers and R&B singers signed to major labels (at the time of the interview). It includes some performers who were interviewed at the height of their careers – including Trey Songz, Ne-Yo and B.o.B – as well as many artists known primarily as songwriters for more established acts.
Unlike most media interviews with these artists, the casual and informal nature of the interviews tends to get the musicians to reveal aspects of their career that they may not ordinarily reveal on-camera.
Most interviews with US and Canadian musicians are done in-person, although geographical restrictions require some of them to be done by phone.
The list of US and Canadian acts interviewed by Amaru Don TV can be found below:
- B-Real
- B.o.B
- Wale
- Ne-Yo
- Melanie Fiona
- Omarion
- Alexis Jordan
- The Foreign Exchange
- Jeremih
- Lauren Pritchard
- Bow Wow
- Joell Ortiz
- Mike Posner
- Trey Songz
- Dwele
- Pharoahe Monch
- Bilal
- Mann
- Michael Fitzpatrick
- Kimberly Wyatt
- Spencer Nezey
- Keri Hilson
- Ice Cube
- The-Dream
- Big Sean
- Phonte
- Naughty by Nature
- Terry Lewis
- T-Pain
- Freekey Zeekey
- Lloyd Banks
- Tony Yayo
- Teedra Moses
- Janelle Monae
- Shanell
- Travie McCoy
- Teairra Mari
- Mills
- De La Soul
- Kid Cudi
- Prodigy
- The Band Perry
- Mindless Behavior
- LeeLee
- Bangladesh
- Eric Bellinger
- Swizz Beatz
- Michelle
- Immortal Technique
- Chrisette Michele
- Valerie June
- Miguel
- A$AP Rocky
- Brian McKnight
- Allen Stone
- Tyler the Creator
- Eve
- Bryan-Michael Cox
- Bridget Kelly
- Cole
- Kid Ink
- August Alsina
- Ryan Leslie
- DJ Mustard
- India Arie
- Stalley
- J Warner
- Young Buck
- Kidd Kidd
- The Last Poets
- Chevy Woods
- G-Eazy
- Kirk Knight
- Nyck Caution
- Anderson .Paak
- Yo Gotti
- Phife Dawg
- Kristina Maria
- Bryson Tiller
- Rico Love
- Montina Cooper
- Jidenna
- Nana Kwabena
- BJ the Chicago Kid
- Ro James
- Khalid
- Dreezy
- IDK
- Elijah Blake
- Jacquees
- Buddy
- Ace Hood
- Belly
- Waka Flocka Flame
- Tyla Yaweh
- DaniLeigh
International Artists
Amaru Don TV has conducted interviews with artists from around the world. The selection includes those from Nigeria, Jamaica, Sweden and elsewhere. While some of them have a presence in the UK (or were due to become more established in the market soon after their Amaru Don TV appearances) many were only well known closer to their home countries.
The complete list of non-UK, Ireland, US and Canada acts on Amaru Don TV can be found below:
- Darey
- Oh My!
- Cover Drive
- Alexandra Joner
- 2face Idibia
- Sean Paul
- Il Divo
- Ice Prince
- Davido
- D’Banj
- Rozalla
- Era Istrefi
- Yuna
- Burna Boy
- Jahkoy Palmer
- Mishlawi
- Ycee
- Nasty C
- Eugy
Other Personalities
Amaru Don TV has featured interviews with a variety of individuals from the music industry. This includes a number of so-called ‘industry stakeholders’ that specialise in law, broadcasting, media, booking, radio, management and more.
As well as this, the channel has featured interviews from actors, writers and other people from the wider entertainment industry.
The full list of additional interviewees includes:
- DJ Whoo Kid
- Alisha White
- Colin Lester
- Aml Ameen
- Marc Marot
- Lindsay Wesker
- Robert Greene
- Edward Kagutuzi
- DJ Dummy
- Autumn Rowe
- Russell Simmons
- Sumit Sharma
- Charlene White
- Felix Dexter
- Twin B
- Justin Gatlin
- Jason Richardson
- BJ Cunningham
- DJ Cassidy
- Clive Gardiner
- Adam Johnson (Nokia)
- Paul C Brunson
- Vito Luprano
- Gbenga Akinnagbe
- Marvyn Harrison
- DJ Target
- Danny Weed
- Luke English
- Bob Shennan
- Ben Cooper
- Catherine Smiles
- Jojo Brim
- Sam Adebayo
- Jon Mac
- Chico Bean
- Ashley Everett
- DC Young Fly
- Olaoulwa Baikie
- Combat Jack
- Adria Wu
- Future the Prince
- Joe Binder
- Just Geen
- DJ Juls
- Shemaliah Goulbourne
- Isaac Chamberlaine
- JacQuel Knight
- Sarah Aluko
- LionHeart
- Lenny S
- Nathan Hector
- Mira Jebari
- Femi Oyeniran
- Mim Shaikh
- Lee Parsons
- Bouncer
- Joelah Noble
- SK
- Mario Aleppo
- Spiller
Amaru Don TV Performances
While interviews are the main feature of Amaru Don TV, the YouTube channel has featured clips of live performances. In the early days it featured live shows from Wiz Khalifa, Frank Ocean and Teedra Moses. The channel also features exclusive live performances, such as a 13-year-old Mahalia in 2012.
Other artists that have performed exclusively for the channel include Misha B and Bluey Robinson.
Amaru Don TV Sponsors
Amaru Don TV has been sponsored by Fireaway Pizzas.
