By ‘Dayo Showemimo
Veteran rapper, Micheal Stephens otherwise called Ruggedman is doing a lot lately.
The rapper recently released the video for his latest single, ‘Agidi’ featuring Wande Coal, and he’s in the middle of promoting his artiste, Mbryo who also just dropped the video for his new song, ‘Halleluyah’ featuring Patoranking. He’s also putting finishing touches to the re-launch of his clothing line September 20th Wears. The award winning rapper recently granted an exclusive interview to NET, where he spoke on his new projects, controversies and other sundry issues.
What has been the inspiration for your relevance in the industry after so many years?
I love entertainment and for me that has been the driving force, and I am also very hard working and innovative. Once you have these elements you will always adapt to any change in your environment. That has been what’s kept Ruggedman over time. I blend with the trend, whatever is reigning I adapt to it. I am a realist.
Apart from the music, what has sustained you in this industry despite the criticisms?
The first thing is the fact that I believe in myself, my creativity, my press and I believe in God. Basically it will get to a stage where it won’t be about your talent anymore but your PR; it plays a very big part. I see the Press and Media as my friend; I am one of the first Nigerian artistes ever to openly acknowledge the press. I remember about 7 years ago, I wore a shirt to a press conference that had almost all Newspapers names, TV and Radio stations inscribed on it. Basically I have learnt to take people along and also acknowledge that PR is essential. Also you need to be in the news whether good or bad, but make sure it’s always good. Forget, I have been good so anyone saying anything about me just wants to feel important because if you insult somebody important you will probably get 5 minutes of fame like what people do on Twitter. I hear the critics but I don’t let it get me down.
You seem to be doing a lot in fashion these days, why?
Well, let me clear the first by saying music is paying me because everything I have made has been from music and a few other things but mainly it’s been music. Ruggedman is the first Nigerian rap artiste to actually make money off rap music and is still making money, and I have an artiste under my label who is also doing well and he’s the next best thing. Also, I have been working on a clothing line for close to 7years that is officially about to go into the market in a few weeks. Yes, music has paid me and is still paying me.
Why did you launch yourself as being a controversial artiste?
No. I am a very outspoken person so people call me a rebel. I will rather say what is meant to be said even if I lose something and trust me I have lost a lot for being me. I have lost a lot from saying my mind even when others will shy away from it. People like to kiss ass just to get money but not Ruggedman. Also, I have earned the status quo as a man who keeps his word; a very reliable person. Any time there’s an issue that needs to be addressed I tweet about it, and a lot of times it ends up in the newspapers. You won’t see that from other artistes. Most artistes will rather talk about what they are buying and wearing but not the Nigerian situation. Even when I tweeted about gay marriage, I didn’t mean I support it but I just wanted to say we have more pressing issues in the society than that. Its funny that the government was quick to sort out the gay marriage thing but not the retarded power supply issue that has been on since the early 70’s.
Is it an industry thing for an artiste to beef other artistes?
Basically I’m an outspoken person so I say whatever is on my mind. I remember my first single ‘What If’ featuring Paul Play Dairo came out in 1999, and it had nothing to do with beef. It was a song that talked about futuristic events and my second single ‘Ehen’ was a diss song because I felt there was too much mediocrity in the industry. I believed we could do better than that. The mediocre artistes were celebrated because they had money to throw around, so I had to address that issue. I fought for the industry as an unknown artiste. I took a big risk because those mediocre artistes then would go outside Nigeria and say they are the best out of Naija, which was really demeaning.
What’s your relationship with Baba Keke , Mode 9 , Nomoreloss and 9ice ?
Baba Keke is Baba Keke. We never had any personal beef but musical beef I guess. My ‘Ehen’ track might have upset him but to me it was me being me. If you look at it, I fought for the industry and that’s what we are benefiting now. I give him his respect; he is older than me so when I see him I greet him. I saw him recently at a wedding and we spoke. For Mode 9, he is a rapper and I am a rapper. Rappers brag and even rappers with no money in their account brag too. Unfortunately for me, he had some issues with me but since he never said anything to me, we have no beef. For 9ice, I haven’t seen him in a long time. All I wanted to do was clear my name, because it’s better to steal than to be known as a home wrecker. I didn’t want to be stigmatised. Nomoreloss is my guy, we are cool and we are always together.
What have you learnt from the 9ice’s saga?
Be very careful, expect anything from anybody. I expect anything from anyone even my mum
Your clothing line is going official in a few weeks. Tell us about it?
It’s called 20th September Wears. No date has been set yet but it’s going to be launched in a couple of weeks. Jumia.com is going to be handling my sales online, and I have done a couple of big showcases over the years but I don’t intend to have a boutique unless somebody else will open a 20th September wears boutique. I don’t think I want to be a shop owner. I am more into casual wears like face caps, hoodies, varsity jackets and t-shirts. I once did shoes (female shoes) that I showcased at the Calabar Governor’s wife’s fashion show a few years back. It has taken me this long to re-launch because they weren’t online stores that people could order my goods but now we do. I have had photo shoots for the clothing line with celebrity models like Monalisa Chinda, Joseph Benjamin, Reminisce and other models. Even 2Face and Daniel Amokachi and others have been rocking it.
Why Celebrities and how much will the clothes go for?
Well they give the much deserve hype you need and the clothes are very affordable, the varsity Jacket will go for 7,500. Soon these photos will be online and in the newspapers for promo
How rich is Ruggedman?
I’m rich enough and I’m not hungry.
Why are you not married?
I am in a relationship but I like to keep my private life private. I have learnt my lesson the hard way.
