Nigerian rap icon Olamide Adedeji, popularly known as Olamide, has revealed that staying true to his roots and identifying his audience have been the keys to his success in the music industry.
Speaking in a recent interview with BBC Radio 1Xtra, the award-winning rapper explained that he remains comfortable as an indigenous artist and is not seeking international validation at the expense of his identity or sound.
Olamide, who is known for hits like “Local Rapper”, “Wo”, and “Melo Melo”, said his decision to maintain his distinct Yoruba-infused style has helped him build a loyal fan base at home and across Africa.
“You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually,” he said.
“I have to stay true to myself. I’m comfortable in my skin. I’m a Naija guy, a Yoruba boy—I have H-factor and all that—and I’m proud of it. You just have to stay true to yourself.”
The YBNL boss, often praised for blending indigenous rap with contemporary Afrobeat rhythms, added that authenticity remains his guiding principle in music.
Olamide has been instrumental in nurturing a new generation of Nigerian artists through his record label, YBNL Nation, which has produced stars like Fireboy DML, Asake, and Adekunle Gold.
Over the years, he has maintained his reputation as one of Nigeria’s most consistent performers, earning accolades for his ability to connect deeply with local audiences while still commanding international recognition on his own terms.
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