Producer Ruption partners with New Gen acts, Chimney Records, and Magnum to set a new model aimed at elevating dancehall: "It really hasn’t been done before"
Ruppi is droping his groundbreaking solo project (Photo: Destinee Condison)
Renowned video director and music producer Ruppi has released his solo project, Tun It Up Loud, under his Now or Never label.
The project is spearheaded by the title track Tun It Up Loud, featuring blistering dancehall artiste RajahWild. Launched on Friday, August 16, the release is accompanied by a captivating music video. The single currently jumps into the 27th spot on Jamaica's YouTube Trending charts.
Teaming up with acclaimed producer Jordan McClure of Chimney Records, who composed the infectious beat for the project, “We’ve had a long-standing relationship, and last year we started exchanging riddims and ideas. Once Rajah voiced Tun It Up Loud, it really set the tone for the project, with the feeling and vibe becoming the inspiration for the entire album. That’s why it ended up being the title track”, Ruppi shared.
Over the past few years, Ruption, born Rogen Walker, has developed strong relationships with many new-gen artists from the start of their careers. He explained, "I understand what they want their brand to look like and how they want to enter the dancehall space, so this was very synonymous. I've worked with them on their music, videos, and branding, which has helped me know which artist fits each project, how to approach them, and the right time to collaborate."
"I have a strong support system around me" (Photo: Destinee Condison)
For Ruppi, creativity comes naturally. He lives and breathes it every day, so video direction and editing have always been a passion. Transitioning into music production was also a natural step for him, one that made perfect sense. Starting with last year’s immense success of the Big Bunx project alongside Zimi Records, he continued to produce numerous singles on his own. "It just felt the right thing to do. I didn’t force it—it came naturally, like this riddim landing in my laptop from Jordan. everything just flowed", He said.
Ruppi successfully balances both the production and video directing worlds, despite the demands of each. "I have a strong support system around me—editors, photographers, producers, directors and management. It’s all about teamwork, and that’s what makes it possible," he expressed.
Rajahwild, Leading the Project, (Photo: Destinee Condison)
Ruppi is involved in the entire production process, from the studio to video shoots. He ensures the artists feel supported and their ideas are brought to life. His hands-on approach speeds up the process as he seamlessly integrates his role in both recording sessions and video production. "It's a new model. It really hasn’t been done before—having the video editor and director being so involved in the music production aspect", he reclaims. "we hope to take this new model to a different level, change the game, and ensure this one set as apart," Ruppi echoed.
RajahWild’s Tun It Up Loud was released on August 16, but it's just the beginning. More songs featuring up-and-coming acts will be released over the next two weeks. "We really want to support the new generation and give them an amazing product. People can expect great quality work," he promised.
"It's a new model. It really hasn’t been done before—having the video editor and director being so involved in the music production aspect."
Magnum Tonic Wine has partnered with Ruppi on this project as they celebrate their 25th anniversary. "Magnum is a partner in this riddim, and the collaboration was very seamless. They’re a big part of dancehall, and with their 25th celebration coming up, it felt like the perfect time to come together and push dancehall further," Ruppi explained.
Moving forward, Ruppi is set to release several more videos in the coming weeks and plans to accompany the new generation of artists overseas. He is also expected to be part of the Caribbean Music Awards. "This is just the beginning," said Ruption, expressing his intention to become an event producer, with on-the-ground executions like events and excitement for what’s to come.
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