After carving a niche for himself in Nigeria’s music industry as a rapper, Michael Stephens, popularly known as Ruggedman, has ventured into fashion, founding the fashion line, Twentieth September Wears, TSW. In this interview with VIVIAN ANABA, Ruggedman speaks on discovering music, dovetailing into fashion and why he is yet to get married, among other issues. Excerpts
HOW was your childhood like?
Growing was not rosy because my parents separated when I was six and then I went to live with my mum. I think that got us really close. We were really close because we all had to fend for each other. My elder sister quit school and did a lot of jobs. She even modelled to send us to school. But thank God, she is now in the UK. She went to study abroad. It was a bit rough growing up but that did not make me a rough person. That did not make me do bad things because anytime I think of something like that, I tend to remember where I’m coming from.
When did you discover music?
I can’t pinpoint exactly when but don’t worry, I’m not going to say from my mother’s womb (laughs). I just realised that I liked music, so I started watching a lot of musical shows. I started writing out the lyrics and then I thought of writing my own songs. It was the passion that was real, so when I found out I could make my own music, I made mine. And then I realised that people liked it. So I put it on radio and I got great feedback. While I was in the university, my first song was out but people did not know I was the one who sang it. I’m sitting in campus and people will be shouting that is the song I’m talking about, they were hailing me. When I finished school, I decided to face my music because I saw that was my calling, though I studied Political Science in school.
How did fashion come into the picture?
I always loved fashion; I always liked clothes and dressing casual. That is why my Twentieth September Wears is about urban, casual wear. Fez caps, t-shirts, hoodies, varsity jackets and now I’m throwing in Ruggedman Water Bottle.
What is the confusion about Ruggedman drink and water business?
It is just a water bottle, which is why it is Drink by Ruggedman. People don’t just ask questions before they jump into conclusion. I’m not selling any drink. It’s just a water bottle.
Who is Ruggedman?
Ruggedman is very down-to-earth and very playful person. He’s not arrogant as people would assume. He is a very free and approachable person. Ruggedman is a very focused person and a hard worker who wants to support. He is a free-spirited person.
How did your mother react to your music career?
I eased her and the whole family into it because they did not know. Growing up was me in my room, always blasting music. Most of the time, I would blast popular music and songs they didn’t know. I played instrumental, so when I started playing my own instrumentals and rapping along, they did not know. They just thought it was a song I liked and I was rapping and singing it. Until one day, somebody saw my mum on the road and said mama Ruggedman, I like your son’s music. And she just pieced it together because before that particular day, Tony Tetuila, Paul Play and Eldee of Trybesmen had come to the house. Even on her birthday, I invited a lot of artistes
Since you started, what do you think has changed in the music scene?
There is more money in it now. I wish there was money in it when I started. I appreciate the fact that a lot of corporate bodies have finally realised that they can do a lot with music and musicians because that is how it is abroad. What I’m talking about is endorsements and calling artist for their activation.
How old are you?
A year older.
Between music and fashion, which is your first love?
Music of course.
Why music?
Because that’s what I make a living off.
What inspired the God Bless My Hustle (GBMH) theme of your recent fashion outfit?
As I said, Ruggedman is hard working. You know we all like prayers, especially positive prayers. So, I just wanted something out there that, apart from wearing a good shirt, is actually a prayer to the person wearing it and whoever sees it. The fashion and the music are my hustle, so I pray God blesses it and the hustle of others too.
What are we to expect from the album, Money Making Music?
It’s a joint album with my artiste, Mbryo. I wanted something to help push him out there a bit more. So I did a joint album with him. So, if you check the album, you’ll see songs from him and songs from me and songs we did together.
How many artistes are signed to your record label?
My label has just one artiste, Mbryo, but I have supported a lot of artistes. I don’t know if a lot of people know, but I was the one that actually directed D’Banj’s very first video, Kiss Me Again. There was a day he tweeted about it. That was the first time Annie Macaulay appeared on TV. She was the video vixen. I actually took him and Don Jazzy to Ikoyi to go talk to her about her being in the video. I already told her about it. We actually shot some of it in my friend’s house in Akoka. And I used my then girlfriend’s car, it was a white Toyota Corrola, a small car like this. Then the craziest part of it was, I forgot my head warmer in the house. So, I had to use my friend’s girlfriend skirt on my head (Laughs).
Recently, it was reported that you professed love to Chidinma. What is the true situation?
Chidinma is an artiste I admire very much. She’s a very talented person. She’s cute. Yes, I do like Chidinma but that’s where it stops.
So it is not leading to marriage?
Take it easy. You have to know someone a whole lot to talk relationship and marriage.
How long does it take to know someone before you propose?
Chidinma is my friend. That’s just about it. She’s a cute, talented girl I like.
What exactly do you like about her?
She knows how to sing. Have you heard her sing? I call her ‘small but mighty.’ She might look petite but when she gets on stage and opens her mouth to sing, it’s wow.
It was once rumoured that you planned a secret wedding with Olaide Adeogun, the former Lux ambassador…
(Cuts in) There was nothing like that. Laide is a very good friend. She’s an old friend. I haven’t seen her in a long time. And then, suddenly, I just bumped into her again. And we took pictures. Then she confided in me something and I talked to her. She took what I said to heart and she went online and wrote ‘old friends are good to keep like Michael.’ And she used the picture we took as her DP on BBM and I did the same. Then she used it on Twitter as her avatar. Maybe that’s what made people assume.
With all the businesses you’re involved in, can one say that you are jack of all trades?
I’m not a jack of all trades. If I was a jack of all trades, I would be doing a lot of things at the same time. I’ve been doing music. Now, I just shifted a little to fashion. But I also have my artiste, Mbryo, who I’m still working with. So, it’s not about being a jack of all trades. It’s about knowing you’re now a brand and you can actually sell it in different ways. That is what I’m doing
Single ladies are wondering, when will you get married?
All I would tell them is they should just wait and see. That’s all I would say to that question.
