Bold and fearless: Nigeria’s latest star to headline in London

For Nigerian singer Ruger, 2023 has been a year of transformative leaps. Breaking away from his previous record label to establish his own has provided him with valuable insights into the music business. “I understand the business more now,” the 24-year-old shares, acknowledging the added stress but celebrating the creative freedom that comes with it. “I feel more enlightened and more at peace.”

As he prepares for his first headline show in London, Ruger exudes confidence. He describes the city as pivotal in the global rise of Afrobeats. “If your song is big here, it’s big around the world,” he explains, highlighting London’s influence on the genre.

What distinguishes Ruger in the crowded music landscape is his innovative sound, characterized by a unique blend of Jamaican Patois and Afrobeats. He is intentional about avoiding repetitive melodies, ensuring that each track feels fresh and engaging. “That’s why you know a Ruger song when you hear it,” he emphasizes. “My delivery is different, my lyricism is different.”

Growing up in the bustling city of Lagos, Ruger’s musical style reflects both his African heritage and global influences. The Jamaican artists he admired—such as Chronixx and Popcaan—played a significant role in shaping his sound. His hit single “Asiwaju” stands out as a milestone, reaching number two on the UK Afrobeats chart and amassing over 127 million streams on Spotify and 113 million views on YouTube.

Ruger describes the transition to his current sound as organic rather than premeditated. This evolution began two years ago while collaborating with Nigerian producer KukBeatz on “Warning.” “I told him: ‘I think I’m going to stick with this sound. There’s nobody actually killing this sound the way I just did it,’” Ruger recalls. His instinct has clearly paid off, as he now boasts 2.5 million Instagram followers and over four million monthly listeners on Spotify.

Reflecting on his impact, Ruger recognizes that many emerging artists are inspired by his distinctive energy and approach. “I feel like everybody coming up is looking at what I’m doing and learning from me,” he says. “I am creating another path.”

Known for his vibrant pink hair and eye-catching style, Ruger emphasizes the importance of individuality in the music industry. He encourages newcomers to identify their unique sound and “hold on to it” to enhance their brand.

Ruger’s journey hasn’t been without its challenges. A highly publicized feud with fellow Nigerian artist BNXN (formerly Buju) kept both artists in the limelight for a time. Their rivalry escalated during the Headies, a prominent Nigerian music award show in 2022, where BNXN ultimately took home the prize. However, the two have since reconciled and collaborated on the joint album “RnB,” released earlier this year. “We grow,” Ruger reflects. “We elevate together. That’s the most important thing.”

Looking ahead, Ruger has a roster of artists he dreams of collaborating with, including global superstars like Doja Cat, Future, and particularly Adele. “Just her soft voice and mine doing something amazing—I trust it to be mad!” he expresses enthusiastically.

As the Afrobeats genre gains global traction, even receiving its own categories at major awards like the Grammys and MTV VMAs, Ruger is wary of how some external artists engage with the genre. He points out that while many are eager to tap into the “African sound,” some lack depth in their music. “Some people just get into the studio and do some things, and because there’s money to push, they push it—and the world is forced to like it,” he critiques. “That’s where I feel like the dilution comes from.”

Despite the pressures of a rapidly changing industry, Ruger remains committed to his craft. “Times change,” he acknowledges, “but you can either change with the times or do whatever you like.” For now, he’s focused on delivering the best for his fans. “I feel blessed… This is my first headline show in London; it’s long overdue.” As he continues to break boundaries, Ruger is poised to leave an indelible mark on the global music scene.