In the past, popularity in the entertainment industry was measured by how frequently artistes appeared on television or how often their songs were played on the radio. Today, however, smartphone screens have largely taken over that role.
The drastic transformation of today’s highly digital music industry is acknowledged by legendary R&B group Ruffedge member Azan Addin Abdul Wahab, who described the shift as one of the biggest challenges facing veteran artistes.
Azan, 52, candidly admitted that the group has also had to adapt to the tastes of the younger generation, most of whom now turn to social media platforms such as TikTok for entertainment.
Ruffedge, which now operates independently without the backing of a recording label, admitted that promoting songs is far from easy, especially on social media, where marketing requires its own strategy.
"Although we continue to produce quality music, we do not have the expertise when it comes to promotion and marketing,” he said.
Speaking about the group's latest single Kamu Yang, released in March, Azan said that the lo-fi R&B track was actually recorded in 2020. However, due to the Covid-19 pandemic and several other circumstances, the song was shelved before being refreshed to suit current sound trends.
"Actually, the song was featured briefly in the movie Tipah Tertipu (released in 2006), but only as a short version. This is the full version,” he said.
Ruffedge, formed in 1998, consists of five members - Azan, Cat Farish, Sein Qudsi, Zain Hamid and Mode.
The group rose to fame with hit songs such as Khayalan, Bila Rindu, Tipah Tertipu and Da’ Bomb before the members decided to go their separate ways in 2008 to focus on family commitments and solo careers.
Ruffedge reunited in early 2018, including staging large-scale concerts, and has since released new songs such as Seperti Mereka (2018), Belenggu (2023), Putus (2023) and Senja (2025).
Meanwhile, Mode, whose real name is Syed Mohammad Syed Abdullah, said Ruffedge deeply appreciates the continued support fans have shown for its earlier hits, but hopes the group's newer works will also resonate with listeners.
"Whenever we are given limited performance slots, we have to fulfil requests for old songs, which makes it difficult for us to introduce our newer material,” he said.
At the same time, in preparation for a mega concert to celebrate Ruffedge’s 30th anniversary next year, the group is currently finalising the production of a full album under a new label. – Bernama
