In a dynamic music environment where traditional melodies meet modern beats, Sam Kurukitoga, popularly known as Mr Sam, is emerging as a powerful voice in the Fijian rap scene. Originating from Naloto in Verata, Tailevu, and with familial ties to Bagasau in Cakaudrove, Vanua Levu, Mr Sam is using hip-hop as a platform to narrate heartfelt stories that resonate deeply with the Fijian populace.
Mr Sam’s passion for music ignited during his childhood, rooted in fond memories of his grandmother leading him to church to sing hymns. This early love for music propelled him to establish his first acapella group, the Jehovah’s Vocal, while attending Queen Victoria School. The group remained active through their schooling years, and Mr Sam’s devotion to music flourished in university as he continued to play the keyboard and perform at Sunday services.
Growing up in Nadera has substantially shaped his musical style, allowing him to introduce a unique sound into Fiji’s contemporary music scene. He draws inspiration from iconic figures such as the late George Veikoso, successfully crafting a distinct musical identity that mirrors the everyday experiences of life in Fiji.
Mr Sam’s lyrics resonate with the struggles and victories of ordinary Fijians, focusing on themes of resilience and self-confidence. He recognizes that navigating the music industry requires determination and strength, stating, “To thrive in this industry, you need to have a thick skin.”
In addition to his musical endeavors, Mr Sam is a dedicated husband and father of three, expertly juggling his music career alongside family duties. He candidly shares, “Sometimes when I’m recording or producing a new song, I’ll also be looking after my children,” shedding light on the complexities of managing his time effectively.
Budgeting is pivotal in his family life as he faces the realities of parenthood while ensuring nutritious meals for his loved ones. He carefully plans his grocery shopping, keeping an eye on supermarket discounts and prioritizing high-quality products for his children’s well-being.
With the festive season around the corner, Mr Sam is eager to foster quality moments with his family. He has a special performance lined up in Nadi and plans to bring his family along, merging his musical passion with treasured family traditions.
In his heartfelt Christmas message, he urges individuals to be mindful of their shopping choices and cherish the moments spent with loved ones. “Just know the amount of shopping you’ll need to feed your family, and be thankful that you still get to spend another Christmas with your loved ones,” he encourages, highlighting the significance of togetherness and gratitude.
Amidst the shifting landscape of the music industry, Mr Sam’s commitment to his craft and his capacity to engage audiences through relatable themes of life and love demonstrate the vital role that music plays in uniting generations and cultures. His journey encapsulates not only his passion for music but also his devotion to family and community values, offering a beacon of hope and inspiration to many across Fiji and beyond.