Renowned Nigerian rapper and label boss Olamide has made it clear: his music will stay rooted in his Yoruba heritage and local audience, even as global attention on African music grows. In a recent interview, he stressed that understanding his core audience and staying authentic matter more than chasing international recognition. 

Read more: Olamide Vows to Keep His Indigenous Sound, Says Global Fame Won’t Change Him

Speaking with the BBC’s Radio 1Xtra, Olamide reflected on his career strategy. He said, “You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually.”  He added that he knows who he is: “I’m a Naija guy, Yoruba boy… and I’m proud about it.” 

He emphasised that he has no intention of modifying his sound or accent just to fit Western tastes. “No matter where I find myself… I have to stay true to myself,” he said. 

Why Olamide Makes This Stance

The rapper’s insistence on staying true to his roots comes at a time when many Nigerian artists are blending Afrobeats, pop and international sounds to appeal to broader markets. For Olamide, however, his strategy has been consistent: build a strong local foundation and allow global platforms to follow.

Analysts say his brand of street-influenced Yoruba lyrics and local rhythms has not only built him a loyal fanbase at home but also set him up as a cultural voice abroad. By rejecting the idea of changing his core sound for international validation, Olamide is reinforcing a business mindset as much as an artistic one.

While some industry watchers suggest a broader global appeal might demand more mainstream or English-heavy tracks, Olamide remains unmoved. He continues to deliver music in his indigenous language and fuse street rap with melodic hooks, a style that resonates deeply with his community and beyond.

As the Nigerian music scene continues to gain global traction, Olamide’s approach shows that staying authentic can be a competitive advantage. His latest comments serve as a reminder to artists that global success does not necessarily require losing local identity.