NSG, the six-piece east London, Afro-fusion collective, is maintaining their unbeatable winning streak as the kings of summer anthems. After releasing their first single of 2023, Unruly, featuring Manchester rapper Meekz, they are back with another collaboration. This time, they have joined forces with North London rap act Nines for their brand new single and music video titled Ride.
In this latest release, NSG showcases a more introspective and contemplative side while celebrating their brotherhood and remarkable journey in the music scene they have helped shape. Their signature blend of laidback Afrobeats, UK and US Hip-Hop, and tropical Caribbean influences remains intact, which has been instrumental in accumulating an impressive number of streams and securing UK Top 10 and several Top 40 hits for them. The track, produced by JAE5 and Supa Dups, features a standout verse from Nines and is accompanied by a captivating animated visual.
Speaking on the new single ‘Unruly’, NSG said:
“Had to link up again for the culture. Area Boyz x Nines produced by JAE5 x Supa Dups. Enjoy the story – RIDE!’
The release of Ride comes closely after their sold-out ‘Make Afroswing Great Again Show’ at Here At Outernet, where NSG collaborated with JAE5, Steel Banglez, and Dankie Sounds, bringing together some of the hottest and most influential acts in the scene. Their recent tours have seen them performing to sold-out venues across Europe, Africa, and Canada, further solidifying their status as an outstanding live act. Last month, they also partnered with La Fam to host an Area Boyz merchandise pop-up in Paris.
The members of NSG, known as Kruddz, Mxjib, Mojo, OGD, Dope, and Papii Abz, consider themselves a close-knit brotherhood. In 2021, they made a significant impact with their Headliner EP, featuring stellar collaborations with Mist, Patoranking, and JAE5. Their performance of the summer hit Petite at that year’s MOBO Awards was a showstopper.
Before gaining mainstream recognition with their 2019 summer hit Options, which reached #7 on the Official UK Charts and #1 on Spotify’s UK Viral Chart, NSG was already making waves in the UK underground scene. They followed up with more infectious releases like OT Bop, Lupita, and Kate Winslet. In 2020, their mixtape Roots further solidified their chart-topping reputation, making them the first act to reach #1 on the Official Afrobeats Chart. They also won ‘Visual of the Year’ at the MOBO Awards and made a significant impact with the launch of The Area Bar in Accra, Ghana.
NSG has plans for global domination, emphasizing that they are not limited to the United Kingdom; they have their sights set on the world stage. With over 730 million streams, sold-out international tours, and more new music in the pipeline, they are already well on their way to achieving their goals.