In the realm of contemporary music, few acts command attention and redefine genres quite like NSG. Hailing from the vibrant landscape of the UK music scene, this dynamic collective has effortlessly blended Afrobeats, drill, and various musical elements to create a sound uniquely their own. As the pulsating heartbeat of the multicultural metropolis, NSG has become synonymous with innovation and authenticity in the industry.
In this exclusive interview via our X Space Chat, we delve deep into the creative cosmos of NSG, tracing the roots of their musical journey, exploring the diverse influences that shape their sonic tapestry, and uncovering the secrets behind their chart-topping hits. We also discuss their new album “Area Boyz”, unraveling the layers of NSG’s artistry and gaining insights into the minds behind the music that resonates with audiences worldwide.
The collective voice of NSG takes center stage in this interview, with various members contributing their insights and perspectives. For clarity and cohesion, we have chosen to use “NSG” as a representative identifier throughout the conversation. This allows us to seamlessly present the amalgamation of thoughts, experiences, and creative energies from the diverse talents within the group.
AT: From your past interviews, you’ve stated that there is no definite meaning of NSG, what exactly is the meaning of NSG?
NSG: NSG is a lifestyle; the way we live. It has various meanings; nonstop grinding, never stop going, and so on. It is the way we live, and anyone can be NSG.
NSG is made up of three Ghanaians and three Nigerians. Some of us were born and raised back home (Ghana and Nigeria) and we have some who grew u in the UK, and that’s why the music is part of different elements of what we grew up on. The main ingredient of our music is Afrobeats.
AT: How did NSG Start?
NSG: NSG is bigger than us, na God, it’s divine. The perfect balance of three Nigerians and three Ghanaians. People always say Ghanaians and Nigerians are against each other but deep down we are one and NSG is a perfect example of that.
Talking about the start of the journey, it wasn’t always six of us; NSG started as NSG entertainment, we had DJs, event planners, dancers, we had everything. We were known for partying. The music came into play in 2013 and our first ever music was released in 2013, and we’ve never looked back since then, and now we are here ten years later. Debut Album “Area Boyz”
AT: How was NSG successful despite your different backgrounds?
NSG: I made a point earlier when I said we are similar people (Nigerians and Ghanaians), so growing up in the UK, our upbringing was very similar; growing up with strict parents who want you to do this and that in school. In fact, five out of six of us went to the same school, it was a performing art school and we were subconsciously getting in tune with the performance without knowing the experience would play a huge role in our career. But naturally, everyone was on the same page and everything was organic, with us. Things just fell in place and we are here now. We lived in London and London is a multi-cultural pace; there are Nigerians, Jamaicans etc. here and you get exposed to several cultures and that helped us too.
AT: How did NSG members who were born outside Africa connect to their roots and heritage?
NSG: I was not born in Ghana but when I was five, I was sent back to Ghana for seven years. Me staying there was a miracle, it helped me a lot.
AT: There is a lot of diversity in terms of Ghanaian and Nigerian Music, how does NSG find common ground?
NSG: You said there’s a lot of diversity between both cultures but there is also a lot of similarities and that outshines everything else. When you are Nigerian or Ghanaian living in London, the similarities are more than you think. We actually don’t see the difference, we only look at the similarities, like what we can learn from each other.
AT: What convinced you guys to finally release an album (after two mixtapes)?
NSG: We just felt it was the right time, we felt we are a brand now and we want to bring out the music side of the brand with an album.
AT: What role did JAE5 play in NSG’s success?
NSG: He has played a vital part. Our first song was Afrobeats “Whine and Kotch” then you hear “JAE 5 turn on the mic”, he was literally producing and mixing. When we recorded verses, he used to tell us if the verse was good or not. He shaped us in choosing quality over quantity, he instilled quality in us from the beginning.
AT: Why did you decide to name the album “Area Boyz”?
NSG: When it comes to the title “Area Boyz”, a lot of people see it as a negative thing. There is no way you will hear “Area Boyz” and think of something positive. “Area Boyz” has a negative connotation to it, but again the streets made us who we are. The streets control everything.
The title stemmed from someone dissing us; “these guys are area boys”. We acknowledged we are area boys and we came from the streets, but we are doing good stuff for ourselves. Not every area boy is going to amount to nothing. You can be from the streets and the lower class and still make something for yourself. “Area Boys” is basically about changing the narrative.
AT: Are there any artistes NSG would love to work with?
NSG: Omah Lay, Asake, and Black Sheriff are artistes we would love to work with. We would also love to work with Kizz Daniel and Zlatan. In Ghana we love Asakaa boys too, their branding reflects what we do as well.
AT: How do all six of you handle all the energy in the room during your recording sessions?
NSG: The advantage of having the numbers is that you have energies to bounce off on. There are six of us and you can feed off the melody and writing skills of this or the other person. During NSG studio sessions, we just go to the studio and everybody starts getting their melody, we get a concept, we write and we start laying them down. It is a very straightforward for us, we don’t overthink during the process. One thing that makes us align is that we just get a topic to talk about before we start. So, with that, everything just flows and makes it easier.
AT: In 2021, NSG did a Roots Africa Tour, can we expect a tour in Africa for “Area Boyz”?
NSG: Yes! One hundred percent! Next year definitely.
Music Business and Sports.
