Nigerian indigenous rapper Olamide Adedeji, popularly known as Olamide, has revealed that his success in the music industry stems from understanding and staying true to his audience.
Speaking in a recent interview with BBC Radio 1Xtra, the “Local Rapper” crooner said he remains comfortable as an indigenous artist and is not desperate for international approval or validation.
According to Olamide, his focus has always been on creating music that resonates with his core listeners rather than trying to appeal to a Western audience.
“You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually,” he said.
“So, I have to stay true to myself no matter where it is or what it is. I’m comfortable in my skin. I’m a Naija guy, Yoruba boy — I have H-Factor and all that, and I’m proud of it.”
The award-winning rapper, who has been a dominant force in Nigeria’s hip-hop scene for over a decade, emphasized the importance of authenticity, noting that many artists lose their essence when they chase global appeal at the expense of their roots.
Olamide, known for hit tracks such as “Eru,” “Wo,” and “Lagos Boys,” continues to inspire a new generation of Nigerian rappers by blending Yoruba lyrics with streetwise energy and Afrobeat rhythms.
