23 September 2023
Newsdesk
Hot on the heels of the announcement of their highly-anticipated, forthcoming debut album AREA BOYZ - and the project’s star-studded track-list - the trailblazing, six-piece east London, Afro-fusion collective NSG today release their brand-new single and visual ‘NELLA ROSE’.
Named after the pioneering YouTuber and the follow-up to their huge singles ‘Unruly’ with Meekz and ‘Ride’ with North London rap act Nines, the 4Play, BGRZ and Rise N Shine-produced ‘Nella Rose’ is the perfect addition to the extended summer season, mixing sunny and energetic Amapiano with the group’s signature fusion of laidback Afrobeats, UK and US Hip-Hop and tropical Caribbean inflections. Starring alongside NSG and local members of their native Hackney, the vibrant visual features an array of instantly recognisable faces including Dami Hope, Madame Joyce, Don’t Jealous Me, Oyinda and many more.
Speaking on the single, NSG said:
“This is the first single release from our debut album. 'NELLA ROSE' - A fun, energetic, friendly song which blends our usual style with Amapiano. Be ready to get your dancing shoes on as this is one of our special songs that once you press play you're definitely going to move your body.”
Earlier this month, NSG announced the release of their forthcoming debut album AREA BOYZ. Set to be released on October 20th and coinciding with ’10 Years of NSG’ as the undisputed pioneers of the vibrant Afroswing genre which has dominated charts and speakers over the past few years, the 19-track album offers 16 previously unheard songs, some of which feature collaborations with some of the most exciting acts from across the world such as French rapper MHD, Nigerian music sensations Seyi Vibez and Odumodublvck, Ghanaian Hip-Hop act Sarkodie, Cameroonian-American breakout star Libianca, UK homegrown acts Aitch and Tion Wayne and long-time collaborator JAE5.
With NSG also unveiling the album’s striking artwork, the album is set to showcase the group’s one-of-a-kind artistry, 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 and will no doubt catapult them to an international scale.
The new single also follows their recent 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 this summer 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 now the imminent release of their hotly-anticipated debut album, they are already well on their way!
