Nigerian rapper and founder of the YBNL record label, Olamide, has hinted about upcoming shifts in his artistry and global ambitions, while also reaffirming the core of his identity as a Nigerian and Yoruba man.
In a recent public comment, he stressed the importance of authenticity, saying despite the pressure to conform or chase international trends, his greatest power lies in remaining genuine to who he is.
In an interview with BBC Radio 1Xtra, monitored by Per Second News, Olamide spoke directly to emerging artists, telling them to first “identify your audience; once you identify your audience, the rest of the world will catch up eventually.”
He stressed that his path has always been one of clarity and self-possession rather than chasing validation abroad.
He said, “I have to stay true to myself and no matter where it is, what it is, I mean, in this world, I have to stay true to myself.” By referencing his Yoruba heritage — “I’m comfortable in my skin. I’m a Naija guy, Yoruba boy.”
He underscored his belief that success shouldn’t require abandoning one’s roots.
Throughout his career, Olamide has masterfully served as a voice for both the street and the mainstream.
He emerged in the Nigerian music scene at a time when many artists felt limited by language or geography.
For Olamide, however, his focus has always been internal: prioritizing artistic integrity, cultural identity, and building a lasting legacy over chasing immediate international fame.
In his discourse, he implicitly challenged the notion that success abroad is the ultimate benchmark.
He conveyed the view that if you know who you are, and you serve your home audience with authenticity, global recognition may simply follow.
This flips the narrative from validation abroad to significance at home.
While he did not publicly announce the specifics of the “hint” about his next move, industry watchers speculate about an upcoming album or creative direction where he may lean more heavily into heritage sounds, Yoruba language, or storytelling rooted in Nigerian experiences rather than exclusively global beats and feature-driven tracks.
That speculation is supported by his past pattern of alternating between club-friendly bangers and deeply personal records.
For instance, the track “New Religion” (2023) showcased his versatility and growth, though still anchored in his foundational style.
In a rapidly changing music landscape, especially in Nigeria, artists often face trade-offs: cater to the local market, which may have limited international exposure, or pivot to global tastes, risking dilution of identity.
Olamide’s message to remain true is therefore both personal and strategic , a way of maintaining coherence amid shifting trends.
By publicly reinforcing this stance, Olamide sets a tone for younger artists in his orbit.
He is implicitly issuing a reminder: that cultural authenticity can be more sustainable than chasing immediate hits or foreign approval.
Many of his signees seem to mirror that ethos.
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