Undoubtedly, the Big Bunx rhythm is the big one for the summer.

With several trending songs, the project — a co-production between Zimi Records and Now or Never Records — has caught on like wildfire.

Popular music video director Ruption, of RD Studios, and his fellow video directing compatriot Shane Creative are the masterminds behind the one-year-old Now or Never Records.

Having carved out an enviable track record in directing music videos, the award-winning Ruption said he was drawn to music production out of an urge to express his creativity.

“Sometimes I will have a million ideas in my head for a music video but I might not be able to execute them because the artiste, producer, and their team might be on a different page. So this started mainly as an outlet to execute ideas creatively from the ground up, versus waiting and gambling on an outside project,” Ruption told the Jamaica Observer last week.

He continued: “I have contributed to the creation of many songs in the past in different capacities, but the Big Bunx rhythm is my first official production on paper.”

The Big Bunx rhythm features the chart-topping songs Paddle Boat by hot newcomer Najeeriii, Wild Out by red-hot RajahWild, Mad Out by Valiant, Bakshat by Roze Don, Shalala by Skeng, Rum Behaviour by Kraff, Ten by Iwaata, Dip Suh by Konshens, and Watch it by Bayka.

Vybz Kartel, Sgee Venhom and Charly Black are also featured on the project.

Ruption explained how the idea for the Big Bunx came about.

“At the beginning of 2023 we were discussing some plans for the year and a rhythm juggling was one of the many ideas we were looking to explore. Big Bunx was created by one of our close friends and associate, producers and engineer Franc White. However, it was sitting on his computer with dozens of other beats and while at the studio with recording artiste iWaata it was picked for a song, and the rest is pretty much a movie,” said Ruption.

Asked about the decision to do a joint project with Zimi Records, he said: “We are all close friends, so outside of what we each bring to the table professionally, we also hang out, share ideas, and help each other daily. Our studios are even located on the same property. Both groups, Now or Never and Zimi Records basically complement each other. What one is lacking, the other might be good at it; so it just makes sense.”

Ruption shared that it was a difficult task getting so many major acts featured on the project.

“Honestly, we have been in the game long enough and know how the system works to know who to approach and when. Some might be an easy ‘yes’, based on relationships. Others, we knew we had to prove ourselves, get the project off the ground, and [then] attract them,” he reasoned.

Still Ruption confessed that he is surprised that Big Bunx has taken off the way it has.

“Up to a certain point, yes, but then it really took off and has taken a life of its own. I think we are yet to see the peak of it. It is now surprising to us more and more every day.”

Said Ruption: “The main focus of Now or Never will always be to level up. There is always room to grow and explore creatively. What sets us apart is the slew of talents that we have around us and how much fun the artistes get to have around us, which translates into the music and videos we put out. So, there is no set sound or direction other than positively tapping into both new and old sounds and create non-stop, while manifesting some bangers to shake up the place.”

According to Ruption, time management plays a huge part in him being able to juggle music production and directing music videos.

“It is a lot of work. The more you grow, the more you need to expand and collaborate. I have my strengths and my weaknesses, so too Shane, Franc, and Zimi. However, when we put all our strengths together it makes the overall process easier,” he shared.

Prior to venturing into music production, Ruption (real name Rogen Walker) dabbled in other creative areas.

“Honestly, at first it was graphic artist, recording artiste, beat composer, video editor, video director and now music producer. I transitioned to each phase — in that order — due to boredom, income, and lack of inspiration from the previous phase. Now I’m all the above and, depending on the current to-do list, I just dive in and out of roles,” said Ruption.

Ruption began directing music videos under the RD Studios banner some 12 years ago. Some of the videos that he has directed include Loodie by Vybz Kartel and Shenseea, Family by Popcaan, Gvnman Shift by Skeng, Wild Out by RajahWild, and Mad Out by Valiant.

As for long-term goals and objectives, Ruption said: “I want to record with all my close artiste friends in the music industry, build up a nice catalogue, help some younger persons with real talent where I can contribute to their musical journey, and just have fun doing something that I enjoy.”