NSG has teamed up with North London rap act Nines to offer their brand new single and visual ‘Ride’.
Showcasing a more brooding, contemplative side of NSG and seeing them celebrating their brotherhood and how far they have come, along with the scene they innovated, the single still features their instantly recognizable fusion of laidback Afrobeats with UK and US Hip-Hop and tropical Caribbean inflections – which has helped them to garner a staggering amount of streams across their releases and earned them a UK Top 10 and a slew of Top 40 hits. The JAE5 and Supa Dups-produced single features a head-spinning verse from Nines and is accompanied by a must-see, animated visual.
Speaking on the new single ‘Unruly’, NSG said:
“Had to link up again for the culture. Area Boyz x Nines produced by JAE5 x Supa Dups. Enjoy the story – RIDE!’
The single comes hot on the heels of last week’s sold-out ‘Make Afroswing Great Again Show’ at Here At Outernet which saw NSG teaming up with JAE5, Steel Banglez and Dankie Sounds to bring together some of the scene’s hottest and most influential acts such as Tion Wayne, Kojo Funds, Young T & Bugsey, Darkoo and more. Their recent tours saw them taking their one-of-a-kind live performances to sold-out venues across Europe, Africa and most recently Canada and last month they teamed up with La Fam to host an Area Boyz merch pop-up in Paris.
Best described as a brotherhood, members Kruddz, Mxjib, Mojo, OGD, Dope and Papii Abz dominated 2021 with the release of their Headliner EP which featured stellar collaborations with Mist, Patoranking and long-time collaborator JAE5 and showstopping performances of their summer smash hit ‘Petite’ – including that year’s MOBO Awards.
Already consistently bringing major heat to the UK underground scene before bursting into the mainstream with their 2019 summer hit ‘Options’, which peaked at #7 on the Official UK Charts and the #1 spot on Spotify’s UK Viral Chart, and a subsequent string of infectious releases including ‘OT Bop’, ‘Lupita’ and ‘Kate Winslet’. Building on their runaway 2020 successes – including the pinnacle release of the mixtape ‘Roots’ which NME described as a project that ‘lives up to their chart-topping reputation’, making history as the first act to hit the #1 spot on the Official Afrobeats Chart, winning ‘Visual of the Year’ at the return of the MOBOs, as well as the impactful launch of staple The Area Bar in Accra, Ghana – NSG continue to strive to shine in their own lane, while pushing forward the Afro-inspired cultural scene they have passionately helped to pioneer.
Confirming their plans for global domination, NSG say ‘we’re not looking at a United Kingdom thing, we’re looking at a global thing.’ – and with over 730 million streams under their belts, sold-out tours across the world and more new music set to be released throughout the year, they are already well on their way!