Musicians have the knack of turning their bittersweet situations into songs, as Young Sammy did. “I’m always asked, ‘Brother, how do you know Hindi (Brother, how do you know Hindi?,Nigerian-born, Delhi-based rapper Yung Sammy revealed, laughing and said in pure Hindi, I thought, one day I’ll have to make a track based on this vibe(I thought, I have to make a track about this vibe). The result is the rap single ‘Intro’.
Written by Sammy and released under the Desi Trill label, ‘Intro’ reflects his journey in India, not just in the music industry but as a whole. “I wanted to introduce myself, as my music marks a new phase in my journey. The track also reflects that I am proficient in Punjabi, English, Gujjari and Haryanvi. It was an experimental venture, especially as I rapped in Haryanvi for the first time,” says Sammy, aka Samuel Lloyds, who has been rapping in Haryanvi for quite some time now.He has been in India with his family for more than 15 years.
“Learning Hindi felt very natural. I love Indian culture and I always tried to embrace it, even in school. Like everyone else, I had trouble with Hindi amount At first. But then, all of a sudden, everything started coming together. Talking to my friends, exchanging words; slowly started coming (It came slowly). Slowly, I started speaking it fluently. After that, Hindi rapping came naturally,” says Sammy, whose inspiration was Honey Singh. “The first Hindi rap I heard was Honey Singh’s ‘Brown Rang’. I was thinking, what is this? This is different; it’s sung in Hindi. I knew Hindi by then, so it was exciting and fun. I started learning more about artists like Bohemia and Mafia Mundeer. I need to do something like that. So, I started writing on my own.”
Faith matters
Yung Sammy stands by the faith and morals his family follows | Photo Credit: Special Arrangement
Ironically, Sammy’s musical journey began from the church pews. As the son of a pastor, his upbringing shaped his journey as a person and a musician. Going to church on Sundays, praying before leaving the house, and praying before meals have always been the norm. “My family has a religious background, and my sister is a member of the choir at church. Our music was not associated with rap or hip-hop. I was apprehensive about telling my parents about my interest in rap,” laughs Sammy, who now has their full support. “I don’t consume alcohol. People’s perception of rappers often comes from the activities and images portrayed by some in the industry, which can lead to stereotypes. But it’s important to remember that being a rapper, like any other profession, doesn’t completely define you as a person. How you conduct yourself, your messages, and your life are what really matters.”
Before reintroducing himself with the track ‘Intro’, Sammy began his journey into experimental, unique and vibrant rap and hip-hop sounds with a series of tracks showcasing his emerging style. When faced with the disappointment of being eliminated from the MTV Hustles show, it was easy for him to lose faith in his craft. Nevertheless, he channelled his energy into creating ‘4×4’, a track that brought him into the limelight. His meeting with Desi Trill co-founder Shabazz Naqvi and the subsequent label deal with Universal Music Group in the US underline the power of perseverance.
He said, “While there have been challenges, I have also received a lot of acceptance and support from the Indian audience.” He further added, “I prefer to ignore the negative comments about me because you can’t address everyone. It’s the mindset and the place they come from. So, it’s not even a challenge. I think it’s not about India; it’s about the individual. I have received more love than challenges.”
lots of dreams
Despite being musically inclined since childhood, Sammy never imagined becoming a rapper; he wanted to be a marine engineer like his father, he loved the idea of traveling. Changing his goal, he studied international relations in college, aiming to pursue a career as a diplomat or ambassador due to his passion for international affairs and travel. Despite the ups and downs, he still travels around the world, proving that life doesn’t always turn out as expected.
Sammy’s multicultural background gives him a unique advantage, giving him a distinctive approach and sound that sets him apart from other musicians in India, Nigeria and globally. He highlights that his fluency in Hindi adds another layer to his appeal, especially in India’s diverse entertainment landscape. “My multicultural background is a huge asset to my music career. It’s my USP. In the entertainment industry, everyone is looking for something different. There’s a lot of competition, especially with all the emerging rappers. I don’t want to rely only on my USP. Sure, it’s working great for me, but I also want to be known as an artist whose music speaks for itself. I want people to hear my voice and recognise me instantly, even if they don’t know what I look like. That’s the kind of impact I want to have.”
Growth in the repertoire
Sammy is pushing the boundaries and exploring genres beyond hip-hop. He has produced a few commercial tracks, including a Bollywood-type song called ‘Tension Mat Le’, which is a far cry from his usual style. “It’s a proper Bollywood track, which is unexpected for me. And then there are a few pop tracks where I’m singing instead of rapping. It’s all about trying new things and seeing where it takes me. Usually, artists stick to one genre because they’re afraid of how people will react. However, for me, it’s about staying true to myself and experimenting with different sounds that still resonate with my personality. My upcoming EP, which is coming out at the end of next month, is a mix of hip hop, pop and a few surprises that I can’t wait for everyone to hear.”
