Ruger's Pandemic EP Shows His Musical Deftness: Will He Get A Hit Song?

What will seal Ruger's entrance into the Nigerian music industry is if his debut tape, Pandemic, goes viral. As for his musical talent, that is unquestionable. Pandemic is a solid tape.

The first thing I want to acknowledge is that Ruger’s music is good. And I’m glad that I wasn’t let down after listening to his new tape, Pandemic. The first time I listened to Ruger, I was a bit disappointed. I didn’t exactly like the song. Cap. I hated the song, and I critiqued it heavily. The song had no sonic cohesion. What made the situation worse was that there had been a lot of hype before the song dropped. When it did all the song did was make me question Ruger’s talent. But I still had expectations. After all, D’Prince signed him.

Ruger’s Ruger was all that was needed to remedy the damage done by One Shirt. Personally, I really wish Ruger was his first official single. Ruger had the makings of a hit. It was an entirely different sound. Different from the songs topping various charts on radio and DSPs. He would have made a better statement with Ruger. Everyone would have immediately accepted him. With open hands, I dare say. It’s a bit unfortunate that the song came as a follow-up single and didn’t get as much hype.

Ruger doesn’t really sound like an upcoming artist. He sounds like an artist who has gone through proper development. He has a lot more untapped potential, surely. But he is far off from being an amateur at his craft. I wonder how long he has been working with Kuk Beats. Maybe the producer plays a huge role in helping hone his musical talent. Whatever it is, Ruger and Kuk Beats made a wise decision to work together. They have a synergistic relationship. The producer produced all the songs on the Pandemic EP.

Asides from having a unique sound and a knack for remarkable melodies, Ruger is gifted with the ability of songwriting. Songs like Ruger, Bounce, Abu Dhabi tell different stories, with Ruger infusing his own kind of Lamba to give the songs a special flavor. My first listen was equivalent to taking a ride in a luxurious car in a picturesque city, with colorful lights enticing you from different corners. I was astounded by how he attacked instrumentals, his scintillating flows.

Afrobeats is basically melodies and drum patterns. Contemporary Afrobeats acts have even introduced more interesting melodies. You listen to the likes of Omah Lay, Rema, Superboy Cheque, Oxlade, YKB, and it is glaring that Afrobeats is in good hands. The 21-year-old act proves on Pandemic that he has a duffel bag full of melodies.

For some reason, I’m worried about Ruger’s Pandemic going viral. Like Rema or Omah Lay’s individual debut tapes did. It is imperative to make good music that boasts quality and uniqueness. (Especially in a time like this when there’s a particular sound that is mainstream. In this case, Amapiano). It’s commendable that the Pandemic EP is solid. However, the tape needs maximum push if it is to make its way to the streets and the mainstream audience in general. Nobody will purchase your product if they don’t know about it. And this is even truer in the music industry.

If the Pandemic tape happens to not generate as much attention as I believe it should, it shouldn’t be considered a failure. At the very least it has put Ruger in certain conversations in the music industry. He has the potential to become huge and his music can permeate different regions (with the right push, of course). Music is a journey, one that shouldn’t be rushed. The fans that Ruger will garner with his debut tape are very crucial to his career. They will preach about his music to fellow music lovers. That’s a win in my book.

It is quite hard to tell which of the songs on the EP will be a hit. Some songs on the EP have the potential to become hits. But you can never tell what the audience would like. Songs like Abu Dhabi, Bounce could go very far. So far, Monalisa seems to be the one getting the most attention. The impact of a hit song cannot be downplayed. A hit song introduces you to the mainstream audience. With a hit song, you have arrested the attention of many people. Your song is being played on the radio nearly all the time, DJs at different functions won’t stop spinning it, people are singing it on the streets. If Ruger happens to get a hit song, it will be better for his career.

The undeniable truth is that Ruger still has a long way to go. It is not particularly obvious what strategy is being employed in promoting him. The branding still feels a little off. It’s the eye patch yea? I can’t say. But they definitely need to do something in that area. The branding needs to match the kind of music he makes. If not, there’s going to be a disconnect. Brand identity is a core element in a musician’s career. And they must get it right at an early stage.

Ruger has two music videos out right now. They have a combined amount of views of more than 300k. His songs are getting airplay and steadily reaching new audiences. There is still a lot more work to be done. He hasn’t yet penetrated the industry, but he could at any moment. To make his musical journey smoother, he needs a loyal fan base. Put a hit song in that mix, and you have a superstar in your hands.