Olamide Rapper isn’t struggling for hits, he is simply evolving with the times

Olamide has built a reputation over the years of instant hits. But times are changing, and a new strategy is being developed.

The best part about Olamide’s recent run is that is how confused it has gotten people.

Olamide is a great artist. He has transcended from making music, to becoming a lifestyle. The streets see Olamide as their leader. He is their leader, a voice that they can trust, and a titan of their cause. He is their heartbeat, a validation of everything good in their world, and the pride that they feel.

But most importantly, he is an inspiration to everyone. Olamide came from dirt, worked his way up to success. Where he once walked the streets of Bariga, scaling fences to record in makeshift studios, he is currently catching flights to the US to shoot videos with international artists. There’s a moral story in there. And it involves hard work.

Hardwork and skill has always been Olamide’s greatest assets. All his works and hit records have come from a place of hardwork. An album every year since 2011, hit records that go on forever, performances that are worthy of legend, concerts that etch his name in history, and a habit of birthing new artists. He has almost done it all.

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Olamide

 (Instagram)

But according to voices in the game, Olamide is struggling. These voices aren’t loud yet, but they have begun to question his durability of the rapper. People are questioning if Olamide still has enough juice in the tank to get into this new age.

Admittedly, Olamide hasn’t looked like a world beater with his recent singles ‘Owo blow’, ‘Pepper Dem’, and ‘Love no go die’. But they have been carried through as sleeper hits because of his influential persona and his huge influence on the game. A little part of their success has been because of their content.

They are good records after all, which appeal to certain people. It is scientifically proven that every song, no matter how poor appeals to one person other than the creator. Hit records appeal to thousands and millions of people.

Olamide understands this, and he is working hard at this.

To be honest, every artist is struggling to get a hit. The sound profile of Nigerian pop music has changed in the past year. Tekno, Runtown and Davido are the leaders of this new wave, and everyone is working hard to join in the fiesta. There's money to be made, the system is changing and everyone has to change with it.

The money has to be made.

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Olamide

 (Instagram)

Olamide is changing with it. He is currently testing the sound and adapting his music. That’s why he is working with new producers.

One of the core people that Olamide has on his production team now is Adey. The producer who has found success producing Ycee’s successful singles ‘Link up’ and ‘Juice’. Olamide and Adey have been working hard at creating new material and exploring more diverse sounds. His new single ‘Wavy level’ is a product of that.

Olamide has built a reputation over the years of instant hits. But times are changing, and a new strategy is being developed.

He has gone into in research and development, seeking new sounds to adapt his craft. He has changed his hairstyle, colouring his beard and hair for effect.

It will take time. There will be errors along the way. But knowing Olamide and his innate skill and dexterity, he can pull through.