“2024 has been the year of growth,” says Ruger as we speak over Zoom and reflect on his current views on what this current year has been for him. As we approach the end of the year, it's crazy thinking back to how time has sped by. Ruger has had quite a year, dropping a number of singles, releasing an EP, touring across Europe and internationally, and now, as we speak, dropping his latest single, Toma Toma, featuring Tiw Savage.
The single follows his summer release Luv Again and is an indication of new music to come as we lead towards his follow-up album from 2023’s Ru The World. Alongside his team, he is continuing to grow and elevate himself towards the next chapter of the Ruger journey.
He is known for his signature lyricism and melodies, which have always captured the vibes whenever you hear his songs. Toma Toma brings a new sonic influence of Brazilian Funk, matching his Afrobeats sound. Not to mention the queen of the genre herself Tiwa Savage. This is one preview of what to expect from the album.
The year has been evident that no matter the occasion or challenges that may arise, Ruger has no signs of slowing down. RnB was the joint EP he released with BNXN, which saw both of them deep in their R&N back, perfectly infusing their musical styles in a way that showed the strength of their collaboration. Not to mention an appearance at Wireless Festival and a sold-out show at London’s Outernet in September.
Speaking with Ruger, we caught up with all things Blownboy Entertainment, collaborating with Tiwa Savage, his career thus far, the new album and more.
How did the collaboration happen, and how did it come together?
I made this song in Malta while at a festival called DLT. I'd been trying to tap into the Brazilian funk for two months before, and I hadn't taken any action immediately, but I knew I would do it. Eventually, I made the song in Malta, and usually, I finish my songs as I do the first and second verses. Still, this time, I just left the space for that verse because I wanted it to be like a collective effort, so I wanted to get someone on it. For weeks, I didn't know who to put on it, but I knew it was a female who I wanted on it. So I thought about it one morning and said, let me see if I can get Tiwa to jump on it. And I texted her, and she loved the song when I sent it to her. She sent a verse in about a week; it was wild.
Did you always have Tiwa in mind as the person with whom to collaborate?
A friend I was speaking to actually told me, first of all, because we were putting names of female artists that we could put on it. So immediately, Tiwa's name came up, and I said yes, please. Many artists have come and gone, both male and female, but she's still here. She was the only one who could understand how to navigate this particular sound because it was very experimental, and I knew she was perfect. Immediately, I decided that I was going to put her on the song.
What about this song, in particular, that represents where you are? Do you even know what the next phase of the Ruger story is?
So, when I was writing this song, I was in a phase where I was trying not to figure out who I wanted to be or who I was. I was in the phase where I was giving myself my flowers. Let me talk about myself; let me hype myself a little bit. I was beginning my world tour at that time. I decided to gas myself with this song when I was writing it, and it worked because sometimes you have to commend yourself for your work. People give themselves little credit, but it's good to give yourself credit. Sometimes, you don't have to wait for people to say these things to you; say these things to yourself. And that's what I did while writing the song, and it worked for me.
What has this been like as you reflect on everything you've done this year?
Honestly, it's been challenging, but it's also been a year of growth because this is the year where I stood by myself. Just my team and I doing things by ourselves. It was hard at first just because you can't expect things to work out too quickly initially, and I knew that things would not go my way at the start, but I also knew to let me keep doing it and see what happens. So I just kept doing it, and with the challenges that came, we as a team and I, as Ruger, could manoeuvre and conquer every challenge that came our way. It's been God all through; God was blessing all our efforts, and we thank God we're here now. We're at the end of the year, finishing the year with a big bang. It's a very great feeling.
The single introduces your audiences to a new sound, which you have always been able to do, where you change things up constantly. How do you maintain the Ruger feeling whilst still evolving the sound?
One thing I always try to do is always be myself, which has made me stay in shape. I relate with the fan base; everybody is connected to my music. My fans and listeners always know not to expect anything from me. It's like keeping your fingers crossed regarding Ruger because you never know where I will come from, but you always know something will happen. I'm a very versatile artist. I've jumped on Brazilian funk this time around. I'm coming with another type of sound again. The album is dropping next year, and I can't wait for people to hear what I have on that project, Blownboy Entertainment is a new era for Ruger; the build-up has already begun, and I'm happy about how it has started, and the follow-up is coming. I can't wait to share that with everyone and to let everyone hear where my mind is creatively this year.
What would you say has inspired this new era, and where it started for you?
My primary source of inspiration was mainly my team. We are a small team at Blownboy Entertainment, but we are strong. Even at the time of my weakest moments, these were the people who made me understand that I had to keep my head up. It's not easy for people to believe in you like that. My team has stuck with me in many ways, and I appreciate them. So these people, the work they put in every day, every night, to make sure that we're looking good out there is fantastic, and they're the ones man.
As you move into this next chapter, with all you are building towards, what would you say is the biggest change from the last one?
There is just the fire that keeps burning every time; no one is tired, and everyone is on their toes. Even me myself, I'm on my toes. We're working together to ensure that the dream and the vision come through together at Blownboy Entertainment, and it can be challenging. You know, there's no handout anywhere. No one is giving you a free pass. In this industry, you have to walk your way through everything. No super fast train's taking you there, and that's what we're doing, and it's different, man because the passion is there. As long as the passion is there, then everything is good. Nothing can stop the movement.
What have been the biggest lessons that you've been able to take away from your journey to get to this point?
In this industry, no one genuinely loves you as you think they do. You understand. Focus on yourself. That's all. Focus on helping yourself grow. No one loves you the way you love yourself or your family. Everyone is looking for a way to promote themselves, and they will do that at any cost. You know, at all costs, they will do it. So just be the same.
How would you describe the next what, what, what that vibe is, and what that sound is for yourself?
Super Sonic. Sonically, it's amazing. That's all I can take from that album. When I listen to the sounds that were put together in that album, it's something I want to play again. It's not something I want to listen to in the club and not play in my car or not play when I'm in bed. I always want to listen to it, and I try as much as possible to do that with every song I push out. And that's it.
What do you want people to take from this next era of Ruger?
They should get ready for me to be in their faces. That's all back-to-back.
Toma Toma is out now https://ingrv.es/toma-toma-frt-y
CREDITS
Creative Director & Photographer: Zekaria Al-Bostani - @zek.snaps
Styling - Jennifer Darisse - @dressedbyjd_x
Lighting - Johnny Cooke - @johnny__cooke
MUA: Anusha Solanki - @anushasolanki
Styling Assistant: Yasmin Harris - @ohsoyas
Jewellery: Water & Gold - @waterandgold
Interview: Seneo Mwamba - @seneomwamba
Special thanks too @abagavelli @asos_man & @daisymaee__x
