The Sudanese singer Nadine El Roubi has built a small but loyal following over the years bridging neo-soul and hip hop. Now she’s ready for the big time, Esquire Middle East discovers…
Building a music career can be a thankless job. Playing to half-empty venues, if you’re lucky. Promoting your work on social media to the point where you’re worried all your friends will unfollow. But when the art and the hard work connect with an audience, it can be transcendent. Sudanese singer and rapper Nadine El Roubi has been developing her craft for years. Her DJ father took her to clubs when she was young and she first got up on a stage to sing at her school talent show at the age of 8.
In industry terms, she’s what you might call a musician’s musician, well-known and loved by her peers. She’s even a music journalist when she’s not making her own songs.
The latest result of her relentless hustle is Triplicity, an astounding debut EP. The lead single off the EP is Honey Butter and features El Roubi’s impossibly smooth vocals. She’s operating at her peak on Triplicity’s five tracks, channeling her heroes from Erykah Badu and Lauren Hill to SZA and Doja Cat. I find myself wondering who her competition is closer to home on the way to making it to the big time. “My only competition is myself, I see everyone as peers,” she says through a smile from her apartment in Cairo.
Her released work so far has consisted of singles and freestyles. In those freestyles, she often samples voice notes from friends. They feature words of encouragement and empowerment from around the world. This EP feels like a pivotal moment, when that support will expand beyond her group of hardcore supporters.
El Roubi was born in Sudan, moved to America, moved back to Sudan, now lives in Egypt and is about to move back to America. You get the feeling she’s restless. “I can’t stay in one place for longer than a year or two if I can help it,” she confirms. “I get what I can from somewhere and then I’m out.” It sounds like becoming a touring artist is the perfect plan then. “I never thought of it that way but 100%! I’ve always wanted to be able to pick up and leave and meet new people.”
There’s a natural exuberance to El Roubi. She makes you feel that every sentence coming out of your mouth is the most interesting thing she’s ever heard. It’s a gift, really. In a cluttered industry, more than her abundant talent and hustle, it might end up being the quality that gets her the recognition she deserves.
Triplicity is the first piece of music El Roubi releases that has industry support around it – through her relationship with start-up label Shlonak Records and distributors Empire. It feels like she finally has the infrastructure necessary to break through. “Thank you for putting it like that,” says El Roubi radiating her characteristic positivity, “because it makes me feel like I have my s*** together way more than I normally feel.”
As for the EP itself, I suggest to El Roubi that it appears she’s picked neo-soul over hip hop. “Maybe it sounds like that for this project. I’m not mad at that,” she says sounding alarmed if not mad. “My next EP is solely R&B,” she adds quickly. I feel I’ve stressed her out with the finality of my categorization. She laughs, “Yeah. I don’t want to be in a box. I want people to keep asking ‘What is she?’”
What is Nadine El Roubi then? With a perfect EP, a solid team and a relentless hustle the answer might just be she’s the next big thing.
Triplicity EP is out on all platforms in late October.
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