Quality music, consistency and impact – these three words sum up Olamide’s remarkable journey in the Nigerian music industry and Africa at large. Since his debut in 2010, Olamide has consistently delivered, refusing to relent. His introductory single, “Eni Duro”, was a game-changer, showcasing his unique blend of vibrant personality, relatable lyrics, and infectious swagger. The then 21-year-old artiste’s confidence in rapping in both Yoruba and English marked him as a rising star, paving the way for an outstanding career that has spanned over a decade.
With the habit of releasing at least one album annually, from “Rapsodi” in 2011 to “Lagos Nawa” in 2017, Olamide has cemented his status as a Nigerian hip-hop icon. Over a decade later, he remains an unparalleled force, with a unique position in the industry that commands respect and admiration from all. His influence is undeniable, and his place in the music world is securely his own.
While others argue over the coveted ‘Big 3’ status in the Nigerian music industry, Olamide holds a solid position as a street hop pioneer, shaping contemporary music in Nigeria. Unlike his peers, Olamide did not pursue international fame, which some say excludes him from the ‘Big 3’ conversation. Instead, he focused on the local scene, rarely collaborating with foreign artistes and this did not bother him.
He has evolved from a talented rapper and singer to a visionary leader, nurturing successful artists like Lil Kesh, Adekunle Gold, Fireboy DML, and Asake. By any measure of success, Olamide stands out as an exceptional musician and a thriving music mogul, leaving an indelible mark on the industry.
As we watched, Olamide transformed. Entering a new decade, it was clear that the Bariga-born rapper wanted to try something new. That catalyst came in the form of a joint venture deal with US-based label and distribution service, EMPIRE. The first album born from this partnership, “Carpe Diem”, marked a new chapter in Olamide’s career, refining his sound and re-establishing his connection to the ever-evolving landscape of Nigerian pop music. This evolution went beyond just music; it signalled a new era of maturity, both in his artistry and personal growth, as Olamide embraced a fresh sense of calmness that resonated both within and beyond the industry.
The following year, Olamide released “UY Scuti”, a continuation of his artistic evolution from “Carpe Diem”, exploring new genres while maintaining his distinctive style. This evolution continued, with Olamide transitioning from “UY Scuti” to “Unruly” in 2023, refining his sound and appeal.
Now, in 2024, he surprisingly drops “Ikigai/生 甲斐, Vol.1”, a project that showcases his artistic progression and growth. This seven-track project is indeed a YBNL reunion, featuring the likes of Lil Kesh, Young Jonn, Pheelz, Fireboy DML, and Asake.
Olamide’s thoughtful approach to naming projects is evident in his latest release, “Ikigai”. The title is derived from the Japanese concept of “Ikigai”, a term that combines “iki” (meaning “to live”) and “gai” (meaning “reason”), translating to “a reason to live”. This concept encourages individuals to reflect on their lives and live a life filled with purpose and joy. By titling his project “Ikigai”, Olamide invites listeners to embark on a similar journey of self-discovery, hinting at the personal growth and introspection that underpin his music.
With an attention-grabbing bounce, Olamide kicks off the project with “Metaverse”, a track that blends the nostalgia of his early rap style with the sophistication of his mature artistry. The song’s thundering drums and intricate rhyme schemes captivate listeners from the start, with memorable lyrics like “jigijigi” and “ojigbiji” that linger in the mind. He seamlessly transfers this energy to “Uptown Disco”, featuring Asake and Fireboy DML, creating a unified powerhouse performance. FireboyDML’s fiery intro, Olamide’s signature verse, and Asake’s closing bars make this three-way collaboration an unforgettable song in Nigeria’s music history.
“Makaveli” shines as a standout track, showcasing Olamide’s lyrical mastery as he passionately declares his devotion to his lover, promising to fulfil her every desire. He echoes this sentiment in “Hello Habibi”, reiterating his commitment to spoiling her rotten, as he exclaims, “Walahi I go spoil you Habibi”. This song, infused with Arabian music influences as evident in its title, use of guitar, and Arabic flute, had earlier been teased online, generating widespread anticipation for its release, which was finally fulfilled with the project’s drop.
On “Knockout”, featuring SABRI, Olamide also showcases his softer side, as he romantically raps about his desire for a woman, marvelling at her beauty. This song reveals the lover boy beneath Olamide’s tough exterior, admiring God’s craftsmanship in creating such a stunning being. His energetic flow is complemented by SABRI’s melodic verse, adding an harmonious layer to the track.
With a heart full of gratitude, Olamide expresses thanks to God on “Morowore” for all he has endured, cleverly weaving in an interpolation of Paul I.K Dairo’s timeless classic “Mo wa Dupe”. By echoing Dairo’s sentiments of thankfulness on the chorus, Olamide offers words of encouragement to younger generations navigating life’s struggles, while also evoking nostalgia in older listeners who cherish the original masterpiece.
“Synchro System” reunites Olamide with the producers behind some of his classic hits, Pheelz and Young Jonn, alongside Lil Kesh. This track, which Olamide claims was originally Pheelz’s, showcases a masterful blend of talents. With its exceptional production fusing Afropop, Street Hop, Western rock elements, and Asian-inspired guitar sounds, “Synchro System” is a nostalgic nod to the early days of YBNL’s greatness, making it a fitting ending to the project.
Known for fostering strong relationships with his producers, this project sees a fruitful collaboration with Semzi, who expertly produces 5 out of the 7 tracks. Their partnership yields outstanding results, showcasing the depth of their creative chemistry.
As Olamide’s career continues to evolve, he solidifies his status as a cultural icon, profoundly influencing Nigeria’s music landscape. From his humble beginnings as a young rapper from Bariga to his current reign as a genre-bending trailblazer, Olamide’s latest release, “IKIGAI (生き甲斐)” further cements his impact on the music scene, while inspiring a new generation of artistes.
Written by: Precious Emmanuel
