Nigerian indigenous rapper Olamide Adedeji, popularly known as Olamide, has opened up about his unique approach to success in the music industry, saying that staying true to his roots has been the secret behind his enduring relevance.
Speaking in a recent interview with BBC Radio 1Xtra, the “Local Rapper” crooner emphasized that identifying and connecting with his audience early in his career helped shape his sound and brand.
“You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually,” Olamide said.
“I have to stay true to myself — no matter where I am or what’s trending. 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.”
The YBNL boss noted that he has no interest in changing his sound to appeal to Western listeners, stressing that authenticity and cultural pride are central to his music.
Olamide, who is widely regarded as one of the pioneers of indigenous rap in Nigeria, has consistently infused Yoruba language, street slang, and local rhythms into his songs — a style that has inspired a new generation of Nigerian artists.
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