Nigerian indigenous rapper and music executive, Olamide Adedeji, popularly known as Olamide, has shared insights into his success and longevity in the music industry, emphasizing that his biggest strategy has always been understanding and staying true to his audience.
In a recent interview with BBC Radio 1Xtra, the Local Rapper crooner discussed his musical philosophy, revealing that he has never been desperate for international validation or fame.
According to him, identifying his audience and staying authentic to his Nigerian and Yoruba roots have been the foundation of his artistic journey.
“You have to identify your audience,” Olamide said. “Once you identify your audience, the rest of the world will catch up eventually. So, I have to stay true to myself, no matter where it is or what it is in this world.”
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The rapper, who is widely regarded as one of the most influential figures in Nigerian hip-hop, explained that while many artists often chase global appeal by altering their sound, he prefers to maintain his originality.
He noted that his commitment to indigenous rap, delivered in Yoruba and Pidgin English, has not only earned him a massive fan base in Nigeria but has also helped promote African culture internationally.
“I’m comfortable in my skin. I’m a Naija guy, Yoruba boy, I have H-factor and all that, and I’m proud about it. You just have to stay true to yourself,” he added.
Olamide’s comments reflect his consistent artistic direction since breaking into the music scene with his debut album Rapsodi in 2011.
Over the years, he has built a reputation for fusing indigenous rap with streetwise storytelling, blending modern Afrobeats rhythms with Yoruba proverbs and local slang, a formula that has kept him relevant for more than a decade.
Beyond his personal artistry, Olamide has also played a vital role in shaping the Nigerian music industry. Through his record label, YBNL Nation, he has discovered and mentored several of today’s biggest stars, including Fireboy DML, Asake, Lil Kesh, and Adekunle Gold.
His ability to balance creativity with business acumen has made him a model of success for younger artists navigating Nigeria’s competitive entertainment space.
While Afrobeats continues to dominate global music charts, Olamide’s approach underscores the importance of preserving cultural authenticity in the global spotlight. He believes that the world will always embrace genuine artistry that reflects one’s roots rather than imitation of foreign sounds.
His stance mirrors a growing sentiment among African artists who are choosing to prioritize local identity over external validation.
By staying authentic, they not only preserve African culture but also expand its reach to international audiences in a more organic way.
Olamide’s influence continues to resonate across generations of Nigerian youth, and his message serves as a reminder that true success comes from authenticity, not conformity.
As he succinctly puts it: “The rest of the world will catch up eventually.”
