Olamide Affirms His Commitment To Indigenous Sound, Says Staying True To His Roots Is His Global Strategy

 

Nigerian rapper and music executive Olamide Adedeji, widely known as Olamide, has made it clear that international validation is not his ultimate goal. The YBNL boss, whose career has consistently celebrated Nigerian culture and indigenous artistry, shared that he remains deeply rooted in his background and has no intention of altering his signature sound to attract Western attention.

During a candid conversation with BBC Radio 1Xtra, Olamide expressed contentment with his creative identity and reaffirmed his belief that authenticity, rather than conformity, is the true path to longevity in music. The award-winning rapper, who has spent over a decade shaping the Nigerian hip-hop landscape, stated that staying true to himself is far more important than chasing global trends.

According to Olamide, the essence of his artistry lies in representing the streets and communities that inspired his journey. He explained that his music is built around storytelling, local slang, and the distinct rhythm of Nigerian life. For him, diluting that to fit into foreign molds would mean losing the soul of his craft. “You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually,” he explained. “I have to stay true to myself no matter where I find myself or what’s happening in the world.”

The rapper further noted that his pride in being Nigerian shapes everything about his music. From the Yoruba language that dominates his lyrics to the cultural nuances embedded in his delivery, Olamide believes that authenticity speaks louder than imitation. “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,” he said with a smile.

For many artists in the Nigerian music scene, international recognition is often seen as the pinnacle of success. The global explosion of Afrobeats has made collaboration with Western acts and performing on global stages a major aspiration. Yet Olamide’s stance challenges this perception. He insists that the key to global relevance lies in originality, not assimilation. The rapper emphasized that audiences across the world are increasingly drawn to authentic sounds rather than replicas of Western music.

Music critics and fans have often praised Olamide for maintaining his grassroots connection even after achieving immense fame. His record label, YBNL Nation, has become a launchpad for some of Nigeria’s most talented artists, including Fireboy DML and Asake, both of whom have enjoyed international acclaim without abandoning their Nigerian roots. This approach, Olamide believes, is proof that genuine cultural expression can resonate globally without compromise.

Observers also point out that Olamide’s philosophy reflects a broader shift within the African music industry. As more African artists gain international visibility, many are choosing to remain grounded in their homegrown sounds rather than bending to fit Western expectations. This new wave of self-assured musicians has transformed Africa into a powerful cultural export hub, with Olamide standing tall as one of its pioneers.

The rapper’s influence extends beyond music. Over the years, he has built a brand rooted in empowerment, creativity, and cultural pride. His lyrics, often laced with Yoruba proverbs and street slang, serve as a mirror reflecting the realities, humor, and resilience of everyday Nigerians. By staying authentic, Olamide continues to bridge the gap between tradition and modernity, inspiring both established and upcoming artists to embrace their origins unapologetically.

Fans across social media platforms have lauded his comments, with many describing him as a true representation of Nigerian excellence. Several praised his humility and consistency, noting that his decision to prioritize authenticity over global approval is a lesson for young artists seeking direction in an industry obsessed with trends.

As Olamide continues to evolve musically, his message remains consistent. He sees no conflict between being proudly indigenous and achieving international success. For him, recognition should come as a result of genuine creativity, not as a reward for conformity. His story is a powerful reminder that the world often celebrates those who stay grounded in their truth.

Olamide’s words echo a sentiment that many African artists are beginning to embrace: real influence is not measured by foreign validation but by the impact one has at home and the authenticity one carries abroad. With over a decade of dominance, cultural relevance, and countless hits to his name, Olamide’s legacy continues to grow, firmly anchored in the very roots that birthed his music.