Levi Roots: Prison, Purpose and the Pitch That Changed Everything | Business Of…Dragons’ Den
Welcome to my Business Of… series, in partnership with @CityamUK [https://studio.youtube.com/channel/UCEiH9wAwqMVbPqz-RHp0xMg]
In this series, I sit down with some of the most influential figures in business, culture and creativity to explore the stories behind their success.
In this episode, I’m joined by Levi Roots, entrepreneur, musician and the founder of Reggae Reggae Sauce.
Levi and I discuss identity, mentorship, resilience, creativity and the realities of building a business from nothing. From growing up as a Windrush child raised by his grandmother in Jamaica, to prison, to walking into Dragons’ Den with a guitar missing a string, this is the full story behind one of the most iconic pitches in TV history.
00:00 – Introduction
01:05 – Welcoming Levi Roots
02:00 – From Brixton to global success
04:20 – Windrush, family & early life
07:25 – His grandmother’s influence: food & music
10:45 – School, identity & trying to fit in
12:40 – Prison, failure & becoming “Levi”
15:55 – The power of mentorship
18:20 – Music, creativity & self-expression
21:45 – Notting Hill Carnival & early hustle
24:30 – Writing the Reggae Reggae Sauce song
26:50 – Getting invited onto Dragons’ Den
28:45 – Walking in with a five-string guitar
32:40 – Getting the numbers wrong — and why it worked
36:55 – Honesty, trust & striking the deal
39:15 – Why people buy into you, not the product
42:05 – Fame, money & staying grounded
44:30 – Legacy, giving back & inspiring young people
46:45 – Closing reflections
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