In 2022, Ruger hit mainstream success with his hit single, Girlfriend. After its release, the track grew among TikTok users in Nigeria and across the world, and it soon became the latest sound-propelling dance challenge on the shot video app. His virality in the short video follows Ckay’s success on the platform in 2021.
A year before Ruger hit mainstream success, Ckay was catapulted to global stardom by his record Love Nwantiti, a track he previously released in 2019 when it found its way to TikTok. Almost overnight, this catapulted Love, Nwantiti into the biggest hit of CKay’s career. For weeks in 2021, it became one of the most popular tracks on Instagram, TikTok, Spotify, and virtually every other music platform.
The song’s worldwide success marks a watershed moment for African Pop and highlights the power of TikTok in creating viral hits. Girlfriend by Ruger was another beneficiary of this phenomenon. Following the success of the boppy track, Ruger’s rise to stardom has been swift, propelled by provocative hits like Bounce and Asiwaju. His unique delivery, compelling lyrics, and distinctive look, characterized by a pirate-esque eye patch and pink hair, have established him as a leading figure among a new generation of musicians who are defying conventions and putting Nigeria on the global music map.
Born Michael Adebayo Olayinka, formerly known by the stage name, Mikky Drey, like many Nigerian students who faced disappointment with university admissions, turned to music after waiting three years for a spot at a university. During this time, he also learned how to repair phones at the popular Computer Village in Lagos. In November 2019, his life took a 360 turn when D’Prince, the Jonzing World label boss, discovered his music covers on Instagram and signed him to Jonzing World. Named his current name due to his habit of making gun finger gestures in the studio by his boss, D’Prince, Ruger at 20, became one of Jonzing World’s rising talents, following in the footsteps of Rema.
Throughout the 2020 lockdown, Ruger recorded music in various studios and hotel rooms, undergoing intensive artist development under the guidance of Jonzing World. In 2021, Jonzing World released One Shirt, where Ruger took the first verse and chorus. With themes of humble beginnings and disappointments, it marked his official musical introduction, showcasing his captivating lyricism and vocals. While D’Prince contributed to the track, and Rema delivered a memorable verse, Ruger carried the song with a sense of urgency of someone whose rent was due, and a miss meant a return to Computer Village.
Ruger’s proper introduction to the Nigerian music scene came with his eponymous single Ruger. On this track, he seamlessly blended African percussion with 808 drum kicks, likening his entry into the industry to the disruptive impact of the coronavirus. The single led to his EP, PANDEMIC, which was released a month later. However, it wasn’t until Bounce gained momentum that Ruger truly broke into the industry. Bounce became one of the biggest songs of 2021, debuting at no. 39 on TurnTable’s Top 50 Chart and reaching number two on the Apple Music Top Afrobeats Songs chart. This success earned Ruger his first taste of global recognition, which was further amplified by his collaboration with Jamaican artist Projexx on the mid-tempo dancehall remix Sidepiece.
Ruger didn’t aim to appeal to everyone. His target audience was primarily boys often stereotyped as bad due to their looks and attitudes towards women. With his clever wordplay, charismatic “good-boy-gone-bad” persona, and hypersexuality, Ruger expertly captured this target audience. His music resonated with those who saw themselves in his rebellious yet charming image, solidifying his place as a unique voice in the Nigerian music scene.
Ruger closed 2021 with the release of his four-track EP The Second Wave, in November, coinciding with a resurgence of COVID-19. On the track Champion, Ruger embraces his newfound stardom, delivering it with an Afropop flavor reminiscent of his early hit One Shirt, the track that introduced him to the industry.
In June 2022, Ruger released a deluxe album, including TikTok-friendly tracks like Snapchat and Dior, along with hits like Girlfriend, WeWe, and Warning where he mentions his influences to be Lucky Dube, 2Baba, and the late Sound Sultan. His viral hit Girlfriend had everyone tilting their waists whenever it played, dominating Instagram, Snapchat, and TikTok for a considerable time. Ruger’s infectious energy and charismatic presence made him a standout figure in the music scene, capturing the attention of fans and solidifying his place in the dancehall genre. Ruger’s stock rose, waiting to be bought, however, his rise fluctuated at some point.
Music beef and clashes over supremacy are common in the Nigerian music industry, and Ruger and BNXN found themselves embroiled in their feud from July to August 2022. The tension revolved around who would win the Next Rated award at the 15th Headies, a category both artists were vying for.
The rivalry spilled onto Twitter, where they clashed over numbers, the quality of their music, and even their appearances. However, the definitive outcome came in September 2022, when BNXN won the Next Rated award. Following the ceremony, both artists disclosed the end to the beef that polarised their fans. BNXN posted a video on Instagram vibing to one of Ruger’s songs and stated in interviews that the feud was behind them, but despite this, the beef inspired Ruger’s track Asiwaju, a title referring to the former Lagos State governor and now President of Nigeria, Bola Ahmed Tinubu. In the song, Ruger claimed superiority over his peers, though some accused him of creating a campaign song for Tinubu’s government. Nevertheless, Asiwaju became a hit, rich in replay value, especially for the fans of President Bola Tinubu.
Ruger’s final release of 2022, Red Flags, continued to stir controversy with its themes of toxic masculinity. Lines like “you saw the red flags, baby, but you ignored the red flags/baby, you con dey vex, see, I can’t change / baby, you better rest or end this now” showcased the honesty of a villain who has come to terms with himself. However, his first offering of 2023 saw a shift in tone. On DJ Neptune’s Bienvenue, Ruger became a preacher of sweet love, all while maintaining his signature sensual one-liners. On May 12, 2023, Ruger began the journey to his debut album by releasing two singles: the Amapiano-infused Bun Bun, and like how Victony did in All Power, the single was an appreciation to a woman’s backside which was taken a notch higher with Jugglerz’s feature, and in the upbeat track, Jonzing Boy, he pays an allegiance record to the record label that set him on the path of greatness.
Ruger’s music remains steeped in fun, hedonism, and dancehall groove, a style that’s here to stay, even with his successful tours across Africa, Europe, aU.S, and his six-concert deal with Eko Hotel & Suites and his opening performance at Burna Boy’s O2 Arena concert in 2021 where every performance into a show of debauchery, Ruger often grinds and dry humps willing fans while dressed in his iconic singlet, belt, and ripped jeans. His provocative stage presence, coupled with his musical talent, ensures that Ruger remains booked and busy, captivating audiences worldwide.
In September 2023, Ruger released his highly anticipated debut album, RU The World. The album showcased his elite level of skill and mastery. Aside from its sonic cohesion and dynamic production, RU The World highlights Ruger’s ability to flex every facet of his musicality, from melodic rapping to heartfelt singing, all while retaining the bad boy persona that sets him apart. While artists like Lojay and Omah Lay also explore themes of romantic escapades, their music often carries a level of emotional vulnerability absent in Ruger’s tracks. The duo might use women as a coping mechanism for their demons, but Ruger embraces his bad-boy image purely for the thrill of it. The 17-track album encapsulates the persona Ruger has meticulously crafted over time, marked by an eloquent exploration of adult themes set against sensuous chords and strings.
The album kicked off with Tour, a lyrically rich mission statement where Ruger brags about his irresistible appeal to women wherever he goes. Leading singles Red Flags and Kristy further illustrate his raunchiness. On the guitar-saturated Kristy, Ruger invents similes for a woman’s body, comparing them to a soft drink or freshly baked bread. All My Days, featuring Kenyan star Sauti Sol is my favorite. It’s the most innovative for blending beautiful salsa rhythms with shakers and a celebratory atmosphere, while still touching on Ruger’s ever-present theme of desire, as he mentions wanting “two girls for the night.”
RU The World benefits from excellent harmony and sequencing, making for a fluid listening experience despite its unceasing sexual frankness. Ruger described the project as a confessional, and amid the album’s explicit accounts, he manages to tackle sentiments beyond the physical, albeit in subtle ways on Addiction where he engages in a heartfelt dialogue with UK singer Stefflon Don. In Dear Ex, he admits to his past relationship mistakes, saying he “should have done better.”
I don’t know what it is with Nigerian artists concluding albums on the worship of God, RU The World concludes on a spiritual note with Holy Ground, where Ruger credits God as his ultimate anchor. This track adds a layer of introspection, rounding off an album that is as multifaceted as it is unabashedly bold.
While RU The World solidified Ruger’s hold on Dancehall, it also marked the beginning of his journey toward independence as an artist. In February, Ruger announced his exit from Jonzing World. In a heartfelt post, he expressed his gratitude to D’Prince and the Jonzing family for their support, stating, “It’s sad that I have to leave, but God knows best. I am taking a big bet on myself this year. I don’t know it all, but I know God will see me through.” He followed the exit with the announcement of the launch of his label, Blown Boy Entertainment, and declared his independence from the music industry godfathers. In the days following his departure, details of his exit from Jonzing World surfaced. Ruger accused the label of failing to fulfill their contractual promise to introduce him to the global stage, a claim that seemed to carry weight given the underwhelming mainstream success of his debut album.
Breaking out to become an independent artist can be daunting, especially considering how crucial record labels can be in navigating the complexities of the music industry. Examples abound of artists who struggled after leaving their labels, such as YBNL’s Lil Kesh and Mavin’s Reekado Banks and Korede Bello. Despite these challenges, Ruger is pushing forward with Blown Boy Entertainment, already promoting it with the release of the Blownboy Freestyle.
In a move that surprised many, Ruger teamed up with BNXN, also an independent artist, in the singles Romeo Must Die (RMD) and POE. Their partnership culminated in the release of a joint EP, RnB (Ruger and Benson), in April. Ruger disclosed that the EP took just three days to create, a process that began serendipitously when he encountered BNXN on a plane. Ruger tapped BNXN on the shoulder, joking, “Is it fight or flight?” From that moment, they buried their past differences and worked together to push their sound further.
Ruger’s transition to independence reflects a bold and perhaps uncertain step, yet it underscores his determination to carve out his path. The music industry is fraught with challenges, and the journey to acclaim can be tumultuous for an independent artist. However, Ruger’s willingness to bet on himself, coupled with his talent and drive, suggests a promising future. He remains undeterred by the potential storms ahead, embodying his resilient spirit in BoyToy: “Leave the rest to me, it’s my destiny.”
As Ruger navigates his newfound independence, he continues to build on his success, leveraging his unique style and resilience. With Blown Boy Entertainment, he aims to establish himself not just as a music star, but as a global star and it will be exciting to see how far he can go.
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