International Recording Artist IBRU Delivers Healing and Truth with New Album “Great One”

When international recording artist Ibru discovered his passion for music while taking a music theory course in high school, he had no idea how his pursuit of this newfound love would shape the trajectory of his life. After college, Ibru joined the military and was deployed overseas, leading to his experience of a wide range of emotions and a new understanding of the world around him. Still, keen on making music, he used those experiences to write and record music, releasing and sharing his truth, and in turn, helping and entertaining the world’s people.

“While in the army, I completed a tour in Iraq,” Ibru told HYPE. “This helped to put a unique spin on my music as wartime experience really impacted my take on the world and life itself. It fueled a desire in me to talk and address social issues and be an advocate for those who can’t stand up for themselves and be heard.”

Ibru has just released his sophomore EP “Great One,” an album that he says was created to bring awareness to post-pandemic social issues and mental health. The album addresses depression, stress, and suicide, and at the same time, presents rhythmic, upbeat songs that make people want to dance. His music– a fusion between reggae and hip hop– coupled with his distinctive ability to bring balance into a chaotic world set him apart from his industry peers.

“I have been comfortable with creating my own style and not following the crowd,” Ibru said. “My music is unique because it exhibits balance. I live my life within a balance, so I do music that can fit into different parts of a person’s daily life. From a hype song that someone could workout in the gym to, to a more mellow song that makes a person think on a deeper level about different situations.”

IBRU sat down with The Hype Magazine and opened up about his new album, the lesson he was born to teach, and how his hard work has brought him to where he is today.

In your song “Great One,” you write that you were born to lead so you’re here to teach. What is the most important lesson you were born to teach and why should it matter to your listeners?

My greatest lesson is to be a good example and role model for those that follow. Action is the greatest teacher. When your actions produce the right results, people will pay attention. Before you influence you must first connect. My experience in different aspects of life gives me an avenue to connect directly to my fans.

How has being in the military made you a great artist?

My military experience has added a nice polish to the strong foundational upbringing I got in the Bahamas. It made my will to succeed tenacious. Having discipline and strong core values immediately separated me from the rest. Things that I bring to the table have been highly welcomed in many circles– for example, professionalism, punctuality, and integrity.

Your latest album features a song called “Don’t Fold” — a mental health anthem for so many people. In it, you write that the harder the battle, victory must be nice. What does this mean to you?

To me it means nothing comes easy without hard work. We all go through struggles and have trials while striving to achieve our goals. Overcoming setbacks and winning in the end is the ultimate satisfaction.

You’ve said that you’ve considered running for office in the Bahamas. How important is it for artists to use their voices for political and social issues?

It is very important for artists to get involved in their communities. Understanding the needs of the people– and standing with them. There are many who are afraid to voice their opinions or verbally address social or political issues. An artist has an audience and a platform that can amplify the cry of the people exponentially. It is important for an artist to stay connected to the grassroots.

For decades, artists from other cultures and backgrounds have labored hard to break into the mainstream, often being marginalized. As a Bahamian artist, has it been hard to get the music industry to recognize and appreciate your music? How have you been able to bridge the gap?

It is sometimes hard because some people look at Caribbean artists as a side show. Therefore most of these artists live underground. Many of their songs reach notoriety in the streets and clubs but fail to break mainstream. I have been able to bridge the gap because I bring light to issues that affect all cultures and people. Therefore there is a relevance and connection. Despite being unique, I focus on commonality.

Album Cover Photo by: Bernard Odae

IBRU’s new EP “Great One” is available on all streaming platforms worldwide. Follow IBRU on IG @ibrumusic

Featured Image Photo Credit: Ariella Smith

Written by Jessica L. Dupree

Edited by Craig Dewey Stanley

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About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.