In a recent interview with BBC Radio 1Xtra, the “Local Rapper” hitmaker emphasized that identifying and understanding his audience has been central to his growth, adding that he has never felt the need to alter his sound to win international approval.
“You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually,” Olamide said. “I have to stay true to myself no matter what. 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.”
The YBNL boss explained that his commitment to indigenous rap and street-inspired music was a deliberate artistic choice, not a limitation. He noted that authenticity and cultural pride have become part of his brand identity, resonating with fans both in Nigeria and abroad.
Over the years, Olamide has played a defining role in bringing indigenous rap to mainstream prominence, helping shape the rise of a new generation of Nigerian artists such as Fireboy DML and Asake under his YBNL label.
His remarks reflect a broader trend in the Nigerian music industry, where artists increasingly embrace local influences while achieving global recognition — proving, as Olamide puts it, that “the world will eventually catch up.”