Indian rapper, recording artist, music producer and audio engineer, Shah Rule is one of the finest names from the homegrown hip-hop community. He shot to fame after being in Zoya Akhtar’s ‘Gully Boy’, Bollywood’s first hip-hop film starring Ranveer Singh best remembered for thefinal epic battle scene with Singh. Shah Rule is famously hailed as Indian hip-hop’s hook master and has steadily carved a niche for himself within the mainstream hip-hop industry.

The rapper is known for his songs Default, Superstitious, No Apologies, Nomad, Cashish, Cosmic Party, Khara Sona, Hooked, besides other.

Verus Ferreira spoke to the 29year old rapper to know about his musical journey, his work on Gully Boy and his work on the Bacardi Party anthem ‘Bring Your Own Mix’.

What kind of music did you listen to while growing up and what was your first introduction to hip-hop?

My parents always had Michael Jackson, Stevie Wonder, Dire Straits and Boney M blasting through the house, so I must thank them for giving me a great melodic foundation. I went through a rock and heavy metal phase but around the age of 8 or 9, my first introduction to Hip-Hop was Eminem’s Without Me and shortly after In Da Club by 50 Cent. I studied music performance and audio engineering at University and ran a small studio in London for a few years after that until my move to Mumbai in 2015.

Coming to your journey in music, you were born in Hong Kong, raised in Moscow and studied in London. Tell us about your journey to India.

I’m a true nomad and have lived in Hong Kong, Moscow and London. I now have my base in Mumbai.

Tell us a little about the music you were exposed to during your early days.

When I first started, just like most rappers, I ended up with nursery rhyme-esque verses and I had to really work at it for years. I got into jingles and adverts really early; for which that style suitable. Though during boarding school, I was introduced to artists like The Notorious BIG and A Tribe Called Quest by my seniors, and it set me off on a more intricate lyrical journey. Post that, my songs were a lot more wordy and filled with metaphors and similes. My sound during my London years was also heavily influenced by ‘90s hip-hop, sampled based and raw drums. My current sound is more modern and still sample heavy, though lyrically I’ve found a home for the simple and complicated rhymes and flows, as I do want to appeal to a mass audience but still impress my peers within the rap game.

So what everyone would want to know how did the name Shah Rule come about?

My real name is Rahul Shahani, and since middle school I’ve had the nickname “Rule”, which was also the first moniker I performed with at 13. In 2011, when I graduated from High School, I added the “Shah” from my last name, just as I entered the Institute of Contemporary Music Performance in London, ready to take on music full time. My moniker is also named after Shah Rukh Khan and musician Ja Rule.

What’s been your favourite live performance and why? 

My favourite live performance so far was in 2011, when I was invited to the annual World Culture Festival, to perform at one of the music tents at the Olympiastadion in Berlin, Germany. I was asked to write, record and perform a song on the theme of the festival being a United World and Equality of all Nations. The track I created was called “One World Family”, and I got the opportunity to perform it in front of 1000 people. It was definitely a performance to remember.

How would you describe your individual style when it comes to hip-hop?

My style of music definitely has a global sound. I tend to call my music, commercial conscious, because it has a good mix of catchy elements with the hook and the verses that give you something to think about.

You speak Hindi and Russian too.

I grew up around Hindi, but I just never picked it up. Possibly because I was raised in an American school and everything was English. At home, when my parents didn’t want us to understand something, they would speak in Hindi. In fact, my Russian is better than my Hindi.

You love using P caps a lot of jewellery. How many caps do you have? Tell us something about this love for such items.

So that is part of my brand Rule Worldwide. As for caps, I’d say somewhere around 200 to 300 caps. As for Jewellery, my mother was in the jewellery business and so every time she opens a box, I’m like, ‘Can I have that, and that’….

In December 2022 you released a single ‘Tension’. Can you tell us something about it?

Yes, I did this song with Delhi-based singer-songwriter Jai Dhir. “Tension” addresses the strain that arises between lovers over time in a relationship which, at times, ends up in a Cold War situation. This Punjabi and English collaboration sonically draws from the eclectic drum rhythms of the South African Ampiano genre, fused with classical Indian sitars. Tension’s eerie synth melodies and its Afro-Pop influenced grooves represent the endless dance between two lovers to passionately convey one’s desire to repair things through its lyrics. Midway through the song, I sing an English verse followed by a Punjabi verse by Jai towards the end of the song, stringed by the catchy chorus of the song.

Theme songs seem to be the mainstay for you in the recent days, with you recently doing another theme ‘Asli Action Chaalu’ from Ayushmann Khurrana starrer ‘An Action Hero’ with rapper D’Evil last year. Please tell us more about that.

I love the way our song came to fruition and the back-to-back bilingual verses turned out to be super smooth and impactful. I personally see it as my goal and mission to empower English rap from homegrown rappers in India and globally, so I’m very proud to represent that in my first official song in a Bollywood film. Our lyrics had to be very direct to this pivotal part of the film where Ayushmann Khurrana’s character “Maanav”, has set off a chain of events which dictate the rest of the movie and finally seeing it in theaters with our voices there, almost like we were his narrators was truly an amazing experience. Super honored to be a part of this incredible film.

Another theme song came your way with the Bacardi’s theme song ‘Bring Your Own Mix’. Tell us the process of performing in a music video that has all the joys of partying.

I had previously worked with Bacardi and they knew about my ability to create something bespoke and fun for their brand. The video process was both energetic and fast-paced, as we were just making it a constant little house party and I was directing my camera operator in between takes. My close friends came through and we definitely created the vibe they was looking for. The main brief was to make an anthem for house parties everywhere and champion the brand as the house party starter.

Share your experience recording the track and the music video.

I always start with melodies and the main hook line which was pretty straightforward. After that it’s pretty much like a puzzle; fitting all the keywords and pointers into the rap and making it sound lyrical, as well as not too over complicated. I asked my producer Kod.E to add the dancehall drum switch halfway through to make the monotonous rhythm which definitely added a whole other level to the party feel.

How does the philosophy of Express Yourself influence your approach to music?

I truly can’t write unless it’s from a personal experience or something I’m anxiously trying to get off my chest that maybe is hard to express generally. Music really is my therapy and is my form of artistically articulating my thoughts and perspective.

What else is in the pipeline? Any Bollywood projects or singles lined up?

Quite a few exciting collabs on the way and currently working on my album. Touring is definitely a priority considering the last couple of years, and I’m just happy to be traveling and touching stages so regularly.

Interviewed by Verus Ferreira