In a music scene where tradition and modern sounds often meet, aspiring Fijian rapper Sam Kurukitoga (Mr Sam) is carving out his own space — using hip-hop as a powerful tool to tell real stories and connect with the people.
Mr Sam hails from Naloto, in Verata, Tailevu and shares maternal links to Bagasau in Cakaudrove ,Vanua Levu.
He recalls his love for music started with his grandmother taking him to church to sing hymns and choruses when he was young.
He later joined Queen Victoria School and formed his first acapella group called the Jehovah’s Vocal when he was in year ten.
This group of boys continued with their singing together until they reached university and Mr Sam fell back to his roots and continued singing and playing keyboard during Sunday services.
Mr Sam was brought up in Nadera, and his upbringing shaped his style of music, a new ball game in the music industry in Fiji.
He found inspiration in listening to the late legend and world-renowned singer George Veikoso (Fiji).
Through Fiji he carved his own unique and style of music that later took the country by storm.
For Mr Sam the spotlight and the critics would not diminish his passion for music.
“For you to survive in this industry you need to have a thick skin,” he said.
From the streets that shaped his upbringing to the rhythm of island life, Mr Sam’s music reflects lived experiences familiar to many young Fijians.
His lyrics speak openly about perseverance, self-belief, and the challenges faced by everyday people, making his songs both relatable and meaningful.
Mr Sam is married and has three children, two boys and a daughter. And he shared that the difficulty of being a music artist and a father is that he needs to juggle most of his time.
He said, “sometime when I’m recording or producing a new song I’ll be looking after my children as well.
“In one hand I’ll be carrying my youngest daughter while trying to record a verse of a song.”
Despite his busy day-to-day schedules, the native from Naloto, Verata emphasises on the importance of budgeting when out shopping for his family.
“Being a father has given me a lot of experience in shopping, and I’m well versed with the specials going on with the supermarkets in Valelevu.
“I always do my budget first before I go for my fortnightly shopping.
“And I always make sure to buy Viti jumbo, sugar and rice when I go shopping, and my kids like to eat so I always make sure to buy them healthy stuff.”
Mr Sam shared that he enjoys shopping with his family as well.
He prioritises buying the best quality products for his young children and also made sure that he checks expiry dates before buying.
This Christmas, Mr Sam said the priority was to spend meaningful time together.
He also has a Christmas gig in Nadi and plans to take his family along, combining a love for singing with the joy of sharing the experience with loved ones, making the celebration more special and memorable.
Mr Sam’s Christmas message is to avoid overspending.
“Just know the amount of shopping you’ll need to feed your family, and if you might have plenty or less food on your table just be thankful that you still get to spend another Christmas with your loved ones apart from those who haven’t.”
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