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NSG Discuss Fashion, Friendship, Heritage & Getting Paper Daily

Hailing from Hackney, East London, home to many prominent artists with strong roots to the continent of Africa, rap group NSG have proven themselves to be an unstoppable joint force. This is not only through their artistic growth but as innovators with great plans for the motherland, starting with the opening of The Area Bar in Ghana. NSG never shy away when it comes to embracing their roots, an act that is always reflected in their music. The rap collective's music has been categorized within the afro-swing genre, a fusion of afrobeats, bashment, grime and rap. Since the success of their debut mixtape 'ROOTS', NSG have only been going from strength to strength as a highly respected entity in the UK music scene. 


The long-awaited single 'Colonization' represents what NSG stand for as a group and that their movement is getting deeper than just music. The video highlights clear themes which many black youth have and still do experience in their communities. Some themes illustrated are gang rivalry, selling drugs to make ends meet to support their families, migrating from Africa to the UK (“Couldn’t be in vain that our mums migrate anyway”) and more. ‘Colonization' was surely worth the wait and hype. Merging their love for the motherland and music, the six-piece collective allows listeners to still enjoy the song through their distinctive afro-swing sound, whilst at the same time putting us in deep-thoughts revolving around the video and its meaningful lyrics (“Used to cut so much crops, felt my skin irritate”// “Got about on the block felt my ankles ache”) Though these lyrics reflect their experiences, it also touches on their ‘roots’ and the representation of Black heritage, at the same creating imagery of slavery, what many of our ancestors did go through. ‘Colonization’ is a powerful song that bridges the past and present theme of ‘colonization’ as a whole, with the present day being a successful, positive outcome.   


Words Grace Zadi

Creative Direction Derrick Odafi & Condry Calvin Mlilo

Photography Condry Calvin Mlilo

Stylist Alive Lujilbula

Styling Asst. Miatta Coomber, Diana Scarpignato

MUA Blessing Kambanga, Natalie Messimo

DOP & Editor Michael Stuart Daley

Director Daniel Igbinyemi

Production Asst. Alyshia Carmen

Fashion Daily Paper

Studio Lucerne Studio

The London-based rap group has no problem when it comes to creating their own wave whether it be in music or fashion. Being their own competition has enabled them to mount an indomitable journey to success. Their impact on the scene has certainly been awarded and recognised as they took the number one spot with ‘Grandad’ on the first-ever Official Afrobeats Chart. When it comes to afrobeats in the UK’s music scene, NSG has unquestionably earned their respect, from songs earlier in their career like the ‘Whine & Kotch afrobeat remix’ (2013) , which some consider as the blueprint in their journey, as once upon a time clashes between Carribeans and Africans existed in the UK, so a remix to the popular bashment song just went to show that NSG were in it for the long run, with many have cultural differences in the UK the group made it clear that music is one thing we can all as many share our love music. Additionally, from ‘No Jamo Full Ghana’ to songs like ‘OT BOP’, ‘Options’ ft Tion Wayne, ’Airplane Mode’ ft Nines and more big songs, the boys continue to display their significance and notoriety in the UK. NSG really deserves their flowers, as afrobeats and afro-swing have come a long way within the music scene. 


NSG spent the day with New Wave for a photo shoot where they were styled in ‘Daily Paper’ clothing. Daily Paper (est. 2012) is taking the global fashion world by storm as they’ve opened stores in Amsterdam, NYC, and recently London. The brand’s designs reflect the founders who are truly inspired by their African heritage, likewise to NSG who constantly integrate their heritage and music. Whilst on set of the shoot, it was amazing to see their individual personalities and the tight brotherhood they all share. I had the chance to catch up with all 6 NSG members, Kruddz, Papii Abz, Mojo, OGD, Dope & Mxjib about music, road to success, fashion, their plans for Africa & more.

NSG wears Daily Paper FW21

Hey guys! It's great having you here with today New Wave. To start off, can each of you use one word to describe yourselves?


Dope: Litty !


Mojo: Streetss


Kruddz: Spiritual


Papii Abz: Energy! Let's go!


OGD: Drippiest


6 Members in one group is a lot! How does it work when it comes to who takes charge of the chorus, has the most lines etc.?


Papii Abz: We make it work!


Dope: It just happens. It happens naturally.


How have you guys kept your friendship so solid for so long?


Mojo: (Sarcastically) drugs (laughs)


Dope: *Laughs*  We all got bagged together


It's amazing to see how far you've come, from songs like "Love & Affection" to now. How would you describe your journey?


Papii Abz: I mean, non-stop growth. NSG. You know, continuously growing and growing...The sky is not the limit, just keep going.

Kruddz: Just like any great Empire and Nation, you keep on growing. So NSG ain't stopping anytime soon. This is an Empire you're witnessing in the making. A nation.


Papii Abz: Yessir!

Papii Abz, Kruddz: AREA BOYZ!


Mojo NSG wears Serge de Nimes Chain

Black Etrack Daily Paper FW21 jacket & trousers

It's dope how you've all got your own talents from producers, directors and even dancers like Papii on Tik Tok, are there more talents we don't know about?


Papii Abz: Trust me, we're full of many hidden talents, they'll unveil themselves as time goes on.


What's one of them?


Kruddz: I can draw guys! I can draw a picture of you, and it will actually look like you. You will be amazed when I do it like I can really draw. I wanna get into that soon.


Will we be seeing it on your Instagram too then?


Kruddz: 100%. Even like in 2 years, I wanna get into my art bag.


From your IG stories, you guys basically live in the studio, so are there any new songs or projects on the way?


Kruddz: Plenty, plenty.


Papii Abz: Round the corner


Kruddz: Literally right round the corner! By the time this (interview) is out, a song will come out.

Okay, we really can't wait then!

Let's talk about the single "Colonization", how did the name and song come about?


Mojo: From the hook OGD said ("Take everything he’s got, colonization"), it kind of relates to a lot of scenes we've seen growing up in the ends, in Hackney. It's kind of the same thing that happens in history, and history always repeats itself.


Mxjib: Deeper meaning


Kruddz: It's a deeper meaning. We're about to take everything back, it's called reverse-colonization.

Touching on the topic of colonization, how do you feel that colonialism has affected the diaspora?


Kruddz: It's the biggest impact on Africa today, so yeah it's also greatly impacted the diaspora in so many ways.


You guys opened up 'The Area Bar' in Ghana (2020), are there more things you plan to do in Africa or even globally?


Papii Abz: We are.


Kruddz: Everywhere! As you said, globally, that's the word. Africa, that's the foundation. Then everything is next.

Africa, that's the foundation. Then everything is next.


What about even going beyond restaurants, are there more things?


All: Everything!


Kruddz: Area everything!


Mojo: You can have everything in the Area, so there's anything.


Kruddz: You can hospitals in the area, schools are coming


So you mean education, health, everything.


Papii Abz: Area School. The uniforms will be drippy! Everyone will be calling themselves 'Area Boyz'


Mojo: What about Area Academy?!


All: That's hard! The Area Academy


Kruddz: That's sick!


Why did you decide to open up a bar back home rather than starting in the UK? Seeing as you're here most of the time.


Kruddz: Because it's home.


Mojo: We're there a lot of the time as well.


Kruddz: Investing back home. That's always been the key and will always be the key. Investing back home, creating opportunities for people back home.


This shows how important your heritage is to you guys.


Kruddz: 100%.

Kruddz wears Daily Paper FW21 Allure blue alias T-shirt

Allure blue epuffa Mid-Jacket

Black braids Lafon  Trouders

In relation to heritage, "Lupita" is one of my favourite songs on the 'Roots' album, especially the visuals for it. What or who were your inspirations behind the song?


Kruddz: 4PLAY (producer) starts the magic, he's the best person to ask.


OGD who was your inspiration behind the song?


OGD (4PLAY): My inspo?... *Chuckles* The ladies.


Kruddz: Melanin on glow!


YES! It's great seeing black women being appreciated and loved for their natural beauty.


Dope: yeah, we really do.


Mxjib: I feel like black men have always and still do appreciate our (black) women.


It isn't something that we see much of nowadays.


Kruddz: I hear what you're saying, but in the UK specifically where it's full of African and Caribbean heritage, it is something that is seen a lot. The representation here is quite different to how it is in America. Here we all embrace Africans.


Papii Abz: Especially in 2021!


Kruddz: As black people here (in the UK) we really love our own too.


Yeah, definitely.

Speaking of visuals, you guys have been delivering some dope music videos throughout the pandemic and back again now with 'Colonization', very hard! Co-directed by Kruddz.


All: Come on!


Are we going to be seeing more visuals directed by you?


Kruddz: 100%. All that stuff!


Papii Abz: That's the title now, Director Kruddz, not Mr.


Kruddz: Yeah, it starts from music videos, to small movies, before you know it, Disney I'm coming for your ass! *laughs*

You guys have worked with many artists, is there anyone you really want to work with? Let's say a dream collaboration.


OGD: Right now, there isn't anyone that we feel that we really need to work with.


Kruddz: I feel like individually we all have our own dream collabs. Mine, I would still say Future.


NSG Papii wearing Daily Paper FW21 Leather Set


Mxjibnsg wears Black Leeto long jacket from Daily Paper FW21 

Dope NSG wears Daily Paper FW21 Black ancestor Lavay scarf

Daily Paper x Komono Ivory Rex sunglasses

Sand Lanto long jacket 

Black Levon vest

Black braids Lafon trousers

I was going to say that! I actually see an NSG X Future collaboration. I feel like Young Thug, Future, Gunna that type of vibe, what do you guys think?


OGD: I see Young Thug and Future more. I love Gunna, but definitely more of Future and Thugger.


Kruddz: Gunna is really good, you know.


OGD: Actually, Yeah! I see Gunna too!



For today's shoot, you guys are rocking 'Daily Paper', their designs are inspired by African heritage and it's clear that you guys are too, could we see a collaboration between you guys?


All: Definitely!


Kruddz: Daily Paper, they are the past, the present and the future.


Papii Abz: Area Boyz, Daily Paper. They are us, translated in fashion.


Dope: And I make Paper Daily so...


Fashion and music, without a doubt go hand-in-hand and NSG prove this. If you could pick one to stick with forever, which one would it be?


Papii Abz: Ahh, get out of here man (chuckles)




Papii Abz: Everyday is fashion.


OGD: I wake up and it's fashion, sometimes I wake up and like, Off-White top, fashion is everyday. It's basically a lifestyle.


Papii Abz: Yeah. It's a lifestyle.


Kruddz: Fashion is whatever you make it.


Mojo: Music is a form of fashion.

Individually, who would you say is your fashion inspo? If you have any.

Papii Abz: I don't have one, I just wake up and wear whatever I want.


OGD: I feel like NSG is the inspo


Kruddz: My mood is my fashion inspo. How I'm feeling is how I'm gonna dress.


Papii Abz: Express yourself!


Within the group, who is the most in tune with the fashion world?


Kruddz: It depends what you want. It's different fashion for all of us. To be honest we all are.


Papii Abz: we all are. whatever fashion you're in, you're IN it.


Who's the most down-to-earth?


Dope: Dope!


Papii Abz: I am


Kruddz: I am!


Really? I would've thought Papii was the most down-to-earth!


Papii Abz: Yeah, I'm down-to-earth!


Kruddz: I feel like you can have a conversation with me about anything, and I won't judge you.


OGD NSG wears Daily Paper x Komono Ivory Rex sunglasses

Chains from Feather Pendants

Pistache green Laaziah Blazer & Trousers from Daily Paper FW21

Area Boyz, Daily Paper. They are us, translated in fashion.

Who's the laziest?


Papii Abz: Dope


Kruddz: Mojo


Mojo: It's me, but my form of laziness is different (laughs). I'm not even gonna argue about it


Papii Abz: He's admitting it now


Last year was definitely a great year for NSG. From the release of the album, going number 1 on the Official Afrobeats Chart and even getting nominated for a MOBO. What else do you wish to achieve before the end of the year?


Papii Abz: More greatness


Kruddz: More greatness, more blessings, more enlightenment


OGD: More clarity


All: Clarity! (Laughs)


Kruddz: I feel like that's something only artists will understand


Thanks so much guys. I wish you the best and can't wait to see what you have in store for us!


Dope NSG wears Daily Paper x Komono Ivory Rex sunglasses

Cress green Liam T-Shirt &  Yellow graffiti frog Liddy pants from Daily Paper FW21

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