In the vibrant music scene where traditional sounds intertwine with contemporary rhythms, Sam Kurukitoga, known as Mr Sam, is making a remarkable impact as an aspiring rapper from Fiji. Hailing from Naloto in Verata, Tailevu, and with maternal roots in Bagasau, Cakaudrove, Vanua Levu, Mr Sam is harnessing hip-hop to tell heartfelt stories that resonate with the Fijian community.
His passion for music blossomed in childhood, inspired by memories of his grandmother taking him to church to sing hymns. This love for music drove him to form his first acapella group, the Jehovah’s Vocal, during his time at Queen Victoria School. The group remained together until university, where Mr Sam continued to immerse himself in music, playing the keyboard and singing during Sunday services.
Growing up in Nadera greatly influenced his musical style, introducing a fresh sound to Fiji’s music scene. He draws inspiration from legendary artists, particularly the late George Veikoso, and has developed a distinct musical identity that reflects the realities of life in Fiji.
Mr Sam’s music speaks to the struggles and triumphs of everyday Fijians, addressing themes of perseverance and self-belief. He acknowledges that surviving in the music industry requires resilience, stating, “To thrive in this industry, you need to have a thick skin.”
As a devoted husband and father of three, Mr Sam balances his music career with family responsibilities, often multitasking between recording sessions and caring for his children. “Sometimes when I’m recording or producing a new song, I’ll be looking after my children as well,” he shares, highlighting the challenges he faces in managing his time.
Budgeting plays a crucial role in his family life, as he navigates the challenges of being a parent while ensuring his family has healthy food to eat. He meticulously plans his shopping trips, keeping track of supermarket specials and prioritizing quality products for his children.
As Christmas approaches, Mr Sam emphasizes the importance of spending quality time with loved ones. He has a special gig planned in Nadi this festive season and intends to take his family along, blending his passion for music with cherished family memories.
His heartfelt Christmas message encourages others to be mindful when shopping, reminding them to appreciate the time spent together and to be grateful for what they have. “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 advises.
In a rapidly evolving music landscape, Mr Sam’s dedication to his craft and his ability to connect with audiences through familiar themes of life and love illustrate the powerful role music plays in bridging generations and cultures. His journey reflects not only his commitment to his art but also to family and community values, offering hope and inspiration to many in Fiji and beyond.