Nigerian rapper and music executive Olamide Gbenga Adedeji, popularly known as Olamide Baddo, has shared his thoughts on staying true to one’s identity while building a successful career that can reach audiences beyond Nigeria.
The YBNL boss stressed the importance of understanding one’s audience, saying that success does not necessarily require abandoning one’s roots to appeal to the rest of the world.
He said: “You have to identify your audience. Once you identify your audience, the rest of the world will catch up.”
The 37-year-old rapper went on to speak proudly about his Nigerian and Yoruba identity, making it clear that he has never felt the need to hide where he comes from.
He added: “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.”
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The Bariga-born artiste became one of the leading voices in indigenous Nigerian rap by combining Yoruba, English and street slang in his music.
Rather than changing his style completely for an international audience, he built a strong local fanbase, while his influence and music gradually reached listeners across Africa and beyond.
Beyond his career, Olamide is also known for keeping much of his family life away from the public eye.
His long-term partner and wife is Adebukunmi Aisha Suleiman-Adedeji, with whom he had been in a relationship for years before their engagement became public in 2018.
The couple have largely maintained a private family life despite Olamide’s enormous fame.
