In the vibrant and ever-evolving world of dancehall, Rogen ‘Ruppi’ Walker has proven himself a visionary, whose drive has placed him on a path to success in the competitive world of music and video production. Despite his demanding schedule, with his phone ringing off the hook and notifying him of emails to be answered during the interview for 5 Questions with … it’s clear that Ruppi thrives in the hustle. A quick scroll through his Instagram reveals a whirlwind year, where he’s not only created unforgettable visuals for some of dancehall’s trending acts, but also crossed over into the creation of the music on his newly established Now or Never label.

Ruppi’s approach is what sets him apart in a crowded field. Whether he’s capturing Sean Paul’s animated personality in Greatest, or RajahWild’s eccentricities in Wild Out, his work speaks volumes about his dedication to the craft. Through RD Studios, he has pushed the boundaries of creativity over the past decade. Last year, he co-produced the Big Bunx rhythm which featured several hits. With his latest project, the Tun It Up Loud Riddim, Ruppi is pushing boundaries once again, fuelled by a dynamic collaboration with Magnum Tonic Wine as the brand celebrates its 25th anniversary.

1. You’ve produced music videos for some of dancehall’s biggest names. Does crafting projects for the new generation differ from working with established artistes?

Honestly, I prefer to work with the newer acts. They bring a certain passion and hunger, which doesn’t limit my creativity. As you go up the ladder, it gets a bit more difficult to navigate labels and egos. However, I have some great friends who are established, which makes the process just as easy due to familiarity.

2. When working with explicit content, how do you balance capturing the raw energy of the music while maintaining a visually compelling narrative?

I keep it real with the artiste’s energy, but mix in a strong story. Dynamic shots and vibrant colours match dancehall’s overall vibe, and this can be achieved without overdoing the explicit content. It’s about making the video pop while staying true to the genre.

3. What inspired the Tun it up Loud Riddim, and how did the collaboration with Magnum Tonic Wine come about?

The moment I heard the rhythm during a session with Jordan from Chimney Records, I knew there was something special about it. I’ve been working on it in the shadows, and now I feel like it is the perfect time to release it. Magnum is synonymous with dancehall, so based on some ideas that I have, they were the perfect brand to partner with. Magnum celebrating 25 years is a huge achievement and it is an opportunity to strengthen the relationship that naturally existed before and also bridge the gap between the new generation of dancehall to a brand that has contributed so much to our culture.

4. RajahWild’s music video for the title track uses virtual reality headsets as a central element. Do you see VR and AI transforming the industry?

These technologies are game-changers and are opening up new avenues for creativity that we couldn’t have imagined just a few years ago. With VR, we can transport viewers into the heart of a music video, transform the artistes’ thoughts and make viewers feel like they’re part of the experience, not just watching a video. AI, on the other hand, is streamlining processes, helping us experiment with new sounds, and even assisting in the creation of visuals that are more innovative and personalised. When conceptualising a project I can now record my idea via voice note and AI can literally turn it into a properly written treatment. When creating references for video effects, I can now generate samples from a prompt. I believe as it gets more advanced it will open up doors to making the experience more interactive for fans.

5. What advice would you give to up-and-coming producers looking to make their mark in the industry?

Be bold and try new sounds. Start with the artistes you have access to, and if not, just try to promote your content and continue to work non-stop. You might end up sparking some magic.

Reference From: Jamaica Gleaner