Keeping their Options open
London-based music group NSG sat down with PAUSE about how they all grew up together musically and formed their Non-Stop Grinding movement called NSG. All being both from Nigeria and Ghana, the group’s connection has allowed them to produce music that has a great connection towards their audience. PAUSE spoke with them about latest single Options with Tion Wayne, fashion brands they’re feeling at moment and the key to succeeding as a music group.
What’s each of your names and where are you from?
Kruddz: I’m from Ghana & Hackney.
Dope: From Ghana & Hackney.
OGD: Ghana, Hackney.
Abz: Nigeria, Hackney
MJ: I’m from Birmingham.
What does NSG mean?
It’s a lifestyle. You can break it down into whatever way you’re living your life in that precise moment.
And what does NSG stand for?
There are different ones there’s, Non-Stop Grinding, No Sleep Gang, Non-Stop Growth, Nigeria Slash Ghana, you know what I mean, it’s a lifestyle it’s whatever applies to you.
It’s crazy how you’re all Nigerian and Ghanian, did you guys purposely decide that, or did a Caribbean try to join your group?!
Well, the NSG artists are 3 Nigerians and 3 Ghanaians, but we have a big family, it’s a blend of cultures man. But musically, it’s a blessing, it’s almost like destiny.
If you had to describe yourself as a brand or designer, who would each of you be? You can’t be the same thing. Any brand.
Cos it’s mad init! proper different.
I don’t know, probably Nike.
What does it mean to be a London artist in 2019?
It’s a good thing, the scene’s exploding as I said.
All eyes on London.
All eyes are on us. I think it’s amazing. All UK artists at the moment.
And what’s the key to keeping the group together in music?
Vibes are real.
We all want the same thing. The end goal is the same. The way everyone operates, it all benefits us, there’s like 6 brains working on one thing.
Do you think it’s because you guys grew up together, do you feel like that’s been a big part of it?
Yeah, 100%. We’ve got the chemistry. We all understand that and that’s from growing up together and learning and taking L’s together, wins together.
What advice would you give to people that get formed into groups with those who they don’t know too well?
They’re (12:22?) init but the most real ones are always deeper and natural. And they take it the furthest as well. Actually nah, there have been some groups that have been made and have taken it far, but I don’t know I just think it’s better personally.
How’s the reception been for your latest track and how do you guys feel about it?
Amazing, it’s been great.
It’s surreal man, we’re dancing in the charts.
You mentioned something about what someone tweeted about the song?
They were saying it’s a drug to them, people are in their 9-5’s singing, there are tweets saying I can’t stop playing this song, it’s like a drug.
There’s a lot of tweets like that, but I feel like the drug is a result of the beat, the beat alone, the message alone, so it’s more spiritual.
Have you changed due to success?
We were always like this from the very start, proper authentic.
What Afrobeat artist would you collaborate with?
Wow, you all said that straight away. Why Burna Boy?
He’s the best.
He’s the best right now?
Yeah, he’s the best, in general.
I think Burna Boy fits well with you guys.
Everyone says that it makes sense.
You should make it happen. What’s next for NSG in 2019?
What festivals would you be looking to do this year?
We’ve been booked for two festivals so far this year!
Nice, the future is big!