When conversations about Nigerian hip-hop legends arise, Olamide Gbenga Adedeji, popularly known as Olamide consistently emerges at the top of the list. From his breakout in the early 2010s to building a cultural empire and discovering new stars, Olamide has become one of the most influential figures in African music. In a recent interview with BBC Radio 1Xtra, hosted by Eddie Kaddi, Olamide opened up about one of the defining choices of his career: why he chose not to rap in English despite the global appeal it might have offered.
Olamide explained that his decision was rooted in authenticity and cultural pride. Growing up in Bariga, Lagos, he was heavily influenced by local artists who never felt the need to compromise their sound or language. “Growing up … these people never tried to infuse English by force or anything. They were just doing their thing. The key thing is you have to identify your audience. Once you identify your audience, then the rest of the world are going to catch up eventually,” he said. For him, success begins at home, once a musician connects with their immediate audience, global recognition will naturally follow.
The rapper, who often refers to himself as “Baddo” or “Baddest Guy Ever Liveth,” further emphasized his deep connection to his Yoruba roots. “I’m a Naija boy. If I want to wear my Agbada and my Dashiki, I will do it. Let them know what I’m really all about, my heritage, my lineage, my culture, my food. I’m a Naija guy, Yoruba boy, and I’m proud about it,” he said. His words reflect a clear message: his identity is inseparable from his art, and he has no intention of diluting that for wider acceptance.
This perspective stands in contrast to the long-standing belief among many African musicians that adopting Western styles, languages, or production is necessary for global success. For years, Nigerian artists have sought international validation by rapping or singing in English and collaborating with Western acts. Olamide’s approach challenges that narrative, proving that one can stay true to their culture and still achieve global reach. His philosophy is simple: start from home, represent your people authentically, and let the world come to you.
Interestingly, Olamide’s decision has had a ripple effect across Nigeria’s music industry. His rise paved the way for other artists who now feel empowered to embrace their languages and local sounds. Musicians such as Asake, Fireboy DML, and Bella Shmurda, who are all associated with Olamide’s YBNL label, have built successful careers while heavily infusing Yoruba and Nigerian Pidgin into their music. Their global recognition today stands as proof that local authenticity can resonate universally.
What makes Olamide’s story remarkable is how he turned cultural confidence into commercial power. Despite rapping in a language that many outside Nigeria do not understand, his music transcends barriers through rhythm, emotion, and storytelling. His songs blend Yoruba proverbs, street slang, and raw social commentary, offering a vivid picture of Lagos life. Listeners around the world may not grasp every lyric, but they feel the energy and honesty in his delivery. This emotional connection has helped Olamide bridge the gap between local relevance and global admiration.
Olamide’s stance also reflects a broader shift in the global music landscape. As Afrobeats continues to dominate international charts, artists are realizing that authenticity can be more powerful than imitation. The world is increasingly drawn to sounds that are distinct, rooted in place, and culturally rich. By refusing to rap in English, Olamide inadvertently positioned himself at the forefront of this movement, representing the pride of a new generation of African artists who see no need to compromise their identity for validation.
His philosophy is not just about music but also about mindset. Olamide’s journey illustrates that confidence in one’s culture is a form of resistance against homogenization in global entertainment. In his words, being comfortable in one’s skin as a “Naija boy” and “Yoruba boy” is the only way to be truly comfortable in life. It is a sentiment that resonates deeply in a time when many artists face the pressure to conform to international expectations.
Today, Olamide remains one of Nigeria’s most respected and influential musicians, not just because of his success but because of what he represents: cultural pride, authenticity, and the power of self-definition. His refusal to rap in English was not a limitation but a declaration, a reminder that greatness often begins when one chooses to stay true to their roots.
In an industry where trends change fast, Olamide’s legacy endures as proof that being yourself can be the most revolutionary act of all.
