A.I Records Kenya, a subsidiary of Universal Music Group, has signed country singer and song writer Elvis Nyaruri.
The country’s new kid on the block is born from a musical background family, his father having been a rhumba artist himself in the 1980s and his grandmother too in the earlier years.
Drawing inspiration from sharing the same name as the legendary icon Elvis Presley, Elvis Nyaruri quotes Proverbs 27:17 "Just as iron sharpens iron, so shall one learn from another" and he is learning from one of the greats of all times.
Asked about country music, Elvis Nyaruri said “Country is a lifestyle. It’s our day to day livelihood. It is about how you connect emotionally and believing in each single lyric you sing, you must feel what you sing. To me country music is the truth”
It is in that belief shared by Elvis Nyaruri that A.I Records, the biggest music label in East and Central Africa having been established by Michael Andrews in the late 1950s and boasting one of the biggest catalogues in the region took a chance and signed Elvis Nyaruri.
John Andrews, the General Manager A.I Records & Universal Music Group Kenya said, “Country music has been one of the most consumed music genres in Kenya, with the likes of Dolly Parton, Kenny Rogers, Jim Reeves, Charlie Pride etc. having enjoyed substantial airplay over the decades.”
John believes that it is time Kenya and the East African region cultivate new country music from within and tell a story about Kenya in our own way.
He emphasizes “Country is ageless, and I do believe that this is one way of making sure, future generations will relate to our heritage.”
“Today we are delighted to start this journey with Elvis Nyaruri, who we don’t only share in his belief about country music, but we also share in the fact that he is a talented young man, with a good understanding of music and knows where he wants to go, and we are here to help on this Journey” John states.
Elvis Nyaruri will release his first single under the label on the 09th of December 2020, titled ‘I JUST CANNOT WAIT TO GO BACK HOME.’
The song is about celebrating our Kenyan country culture. It basically talks about the desire of going back home. Many people are trapped in the cities or the diaspora, working hard in order to better their lives and those of their people back at home, but there is always a constant desire TO GO BACK HOME.
