Nigerian rapper and music executive Olamide has revealed that running a record label comes more naturally to him than working as a performing artist.
According to him, his experience as a musician has helped him understand the creative needs and emotional struggles of the artistes signed under his YBNL Nation imprint.
Olamide made this known during a recent sit-down with popular YouTuber Korty EO. In the interview, he opened up about his journey in the music industry and the lessons he has learned both as an artist and a label boss.
He explained that while many people may see music executives as distant or focused only on the business side of things, his background as an artist allows him to connect more deeply with the talent he works with.
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“It’s way much easier for me being a music executive than an artist,” he said. “Because I’m also an artist, I have a better understanding of the needs of creatives.”
Olamide went on to describe the unique mindset of creative people and how that insight shapes his approach to managing artists. He noted that he can easily detect changes in their behaviour, energy, and focus, all of which are important in maintaining a healthy and productive relationship between artist and label.
“I know how we think. I know how we see things,” he said. “I know when we are in our element. I know when we’re about to lose control. I know when we’re getting carried away by the fame, the money, or even our own success.”
These experiences, he said, have made it easier for him to guide and support artists while also protecting his peace of mind. He emphasised the importance of knowing one’s limits in the industry.
“I try not to bite more than I can chew,” Olamide added. “Because creatives can be a lot to deal with sometimes, especially when they’re going through personal changes or feeling overwhelmed by the spotlight.”
Olamide’s comments highlight the delicate balance that comes with building a career in the music business, especially when transitioning from performer to executive. Over the years, the YBNL boss has signed and mentored several successful acts, including Fireboy DML, Asake, Lil Kesh, Adekunle Gold, and others. Many of these artists have gone on to become major forces in the Nigerian and global music scenes.
Elsewhere in the interview, Olamide addressed a popular debate in Nigerian hip-hop the criticism rappers face when they explore singing or switch genres.
He pushed back against the idea that artists should stay boxed into one sound or style.
“You can’t box me and call me a rapper,” he said. “I love music.”
What kills creativity – Olamide
Olamide noted that limiting artists to specific labels such as “rapper” or “singer” kills creativity. He argued that music, at its core, is about expression and feeling, not rigid categories.
His comment reflects his artistic journey. While Olamide first gained fame as a street rapper, he has frequently crossed into singing, Afrobeats, and other styles over the years, a move that has helped him stay relevant and appeal to a wider audience.
The rapper also used the interview to encourage upcoming artists to focus on growth and experimentation, rather than conforming to industry expectations.
“Don’t let anyone tell you how to create your art,” he said. “If you feel something, express it. That’s what makes music beautiful.”
Through his words and actions, Olamide continues to bridge the gap between business and artistry. His dual role as both an artist and executive places him in a unique position within the Nigerian music industry, one where he not only shapes hits but also nurtures the next generation of stars.
With over a decade in the game and a track record of grooming talent, Olamide remains one of the most influential figures in African music today.
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