The 24-year-old Nigerian singer made a bold move by parting ways with his old record label to form his own, a decision he describes as an eye-opening experience.
“I understand the business more now,” Ruger explains. Though he admits, “it’s more stressful,” he’s found a deeper sense of control and independence. “I feel more enlightened and more at peace,” he shares.
Ruger is currently preparing for his first headline show in London, but any nerves seem far from his mind. Relaxed and engaging, he speaks passionately about the role the city plays in the global rise of Afrobeats. “If your song is big here, it is big around the world,” he says confidently.
Known for his unique sound, Ruger stands out with his distinctive use of Jamaican Patois and his refusal to recycle melodies, ensuring each song feels fresh. “That’s why you know a Ruger song when you hear a Ruger song,” he explains. “My delivery is different, my lyricism is different.”
Born and raised in Lagos, Nigeria, Ruger’s music is a fusion of his African roots and global influences, particularly the Jamaican artists who inspired him growing up. Legends like Chronixx, Kranium, and Buju Banton shaped his blend of dancehall and Afrobeats, a combination that has led to hits like Asiwaju, which peaked at number two on the UK Afrobeats chart.
Ruger reveals that his sound evolved naturally. “I told [Nigerian producer KukBeatz], ‘I think I’m going to stick with this sound. There is nobody actually killing this sound the way I just did it now.'” This fusion of Patois and Afrobeats set him on a path to success, with over 127 million Spotify streams and 113 million YouTube views for Asiwaju alone.
With 2.5 million Instagram followers, over four million monthly Spotify listeners, and several chart-topping hits, Ruger’s rise in the music industry has been meteoric. Reflecting on his influence, Ruger notes, “I feel like everybody that is coming up, is also looking like the way I’m doing it and they’re learning from me.”
His individuality, marked by his bright pink hair and signature eye patch, is central to his success. Ruger advises new artists to “identify something that is distinctive about their music and hold on to it.”
His journey hasn’t been without conflict. A public feud with fellow Nigerian artist BNXN (formerly Buju) made headlines, but the rivalry ended in collaboration. The two joined forces to release their joint album RnB this year. “We grow and we elevate together. That’s the most important thing,” Ruger reflects.
Looking ahead, Ruger has more collaborations in mind, with global stars like Doja Cat, Future, and Adele topping his wishlist. “Just her soft voice and mine doing something amazing. I trust it to be mad!” he says, excitedly.
As Afrobeats continues to gain global recognition, even earning its own category at major award shows, Ruger remains cautious about the genre’s growth. He’s concerned about the dilution of its essence, as some artists prioritize commercial success over artistry. “Some people just get into the studio and just do some things, and because there’s money to push, they push it – and the world is forced to like it,” he says.
Despite these concerns, Ruger is focused on staying true to his craft. “Times change,” he acknowledges. “I feel like you can either change with the time or do whatever you like.”
For now, Ruger is fully focused on his fans and delivering his best performance at his long-overdue London headline show. “I feel blessed,” he says.
SOURCE: bbc.com