Speaking during a candid sit-down with YouTuber Korty EO, Olamide reflected on his evolution from underground rapper to one of Nigeria’s most respected music executives, managing talents like Fireboy DML, Asake, and others under the YBNL umbrella.
“It’s way much easier for me being a music executive than an artist because I’m an artist,” Olamide explained. “So I’ve an understanding of the needs of creatives.”
Drawing from personal experience, the "Melo Melo" rapper said his artistic background allows him to empathise deeply with the challenges and emotional states that artists often face—both on and off the stage.
“I know the way we think, I know the way we see things,” he continued. “I know when we are in an element. I know when we want to run mad. I know when we are getting high on our supply. I know when we are getting high on the fame, life, money, and success. So, it’s easier for me to deal with creatives. I try not to bite more than I can chew.”
This emotional intelligence, Olamide said, is what informs his leadership style and his selective approach to artist management, prioritising long-term growth over hype.
On Labels, Genres, and Creative Freedom
Olamide also used the opportunity to weigh in on the long-standing debate about rappers in Nigeria switching lanes to embrace more melodic or pop-oriented styles. For him, rigid genre labels are limiting.
“You can’t box me and call me a rapper—I love music,” he declared, underscoring his artistic versatility and refusal to be confined by any single tag.
Over the years, Olamide has dabbled across genres—from hardcore Yoruba rap to Afro-pop and highlife-infused anthems—building one of the most diverse discographies in Nigerian music.
An Artist Who Builds Artists
With over a decade in the industry, Olamide’s evolution from rapper to hit-making executive is increasingly becoming a blueprint for artist-led leadership in Afrobeats. His ability to nurture talent while maintaining creative autonomy is seen by many as a key driver behind YBNL’s continued relevance in a fast-changing music landscape.
By combining industry insight with empathy for the artist’s journey, Olamide is not only shaping the sound of Nigerian music—he’s also shaping its future.