Ruppi’s new model ‘Tun It Up Loud’ marks dancehall’s next Chapter
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”
Renowned video director and music producer Ruppi has released his solo project, Tun It Up Loud, under his Now or Never label.
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.”
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 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.
