Ru The World: Ruger’s golden spout of sweet spots

The Nigerian singer, often sporting pink hair and an eyepatch, is a creature of melody. A singles expert, Ruger, who crossed into the mainstream in 2021, owns an unsullied tone that results in moving output, as evidenced in the rousing response to his tours. But the singer, 23, also espouses a strange eloquence around adult themes, shuttled on sensuous chords and strings.

The album presents 17 songs. The sex begins on opening salvo ‘Tour’, which doubles as a lyrically rich mission statement. Anywhere he goes, the girls want to mount him, he worries (or brags). It’s like that for the rest of the album, really: anecdote after anecdote about libidinous escapades, with a fervour that calls up Jamaican dancehall vets like Vybz Kartel.

If there is one way Ru stands out, it is for its clarity in purpose. The collection, which follows three EPs, illustrates raunchiness through leading singles ‘Red Flags’ and ‘Kristy’. Understanding this is key, especially given how musicians his age, who stumble into stardom that early, tend to fixate on carnal adventures, which are a surplus of their celebrity.

The album also enjoys the advantages of harmony and great sequencing, making for fluid listening, even with its unceasing sexual frankness, often vulgar, often genuinely innovative. On the guitar-saturated ‘Kristy’, he invents similes for a woman’s soft curves, comparing them to a soft drink or freshly baked bread.

‘All My Days’, featuring Kenyan band Sauti Sol, is the most innovative track on the album, both conceptually and sonically. A beautiful salsa blend complete with shakers and a celebratory atmosphere, the track looks towards a happy future. But what is a Ruger record without the presence of the fairer gender? On this occasion, there’s the mention of his desire for “two girls for the night.”

Leading up to its release, Ruger described the project as a confessional. Amid the album’s flurry of explicit accounts, its author manages to tackle sentiments beyond the physical, albeit in remote pockets. On ‘Addiction’, possibly the closest thing to a pure love song on the album, Ruger engages in a precious dialogue with UK singer Stefflon Don. On ‘Dear Ex’, he admits he “should have done better” in past relationships.

As is customary for many albums, Ru ends on a spiritual note, with ‘Holy Ground’ where Ruger credits God as his ultimate anchor.

An early adopter of Afrobeats TikTokification, Ruger’s pop flight has been swift, catapulted by provocative runaway hits like ‘Girlfriend’, ‘Bounce’ and ‘Asiwaju’. He knows his lane and has stuck to it on the new project. However, it remains to be seen how long he can keep up with panty precepts. It is all possible, from all appearances. All things are lawful unto Afrobeats.

Artist: Ruger
Album: Ru The World
Label: Promise Land/Jonzing World
Year: 2023