Olamide Adedeji is unarguably one of the best rappers in Nigeria but obviously, he’s currently struggling to maintain his spot.
Below are the four factors affecting the indigenous rapper.
1. Game Switch
Lemme throw you back to the old days when Olamide started with Eni Duro, Young Erikina and so on.
He’s then labeled the ingenious rapper but after some years Baddo made it clear that rap game is not monetizing saying “rap o ja wo”. He then switched the game to Lamba which relieved him from receding.
But recently a whole lot of artistes are on the space to outshine the YBNL boss on the Lamba extra which he seizes to sustain, Naira Marley & Zlatan as an example has been the real competitors in the game.
It’s high time for Olamide to switch back to his primary genre as an indigenous rapper and take it to a climax level. Instead of “Choko Milo” and “Pawon” something related to “Young Erikina” would be largely welcome.
2. Too Many Artistes Under Label
Apparently, he’s got over this issue as Fireboy remains the only artiste in the label but it has contributed more to his drop.
Many years back, Baddo appears to push only Lil Kesh in all ramifications as Adekunle Gold seems to be self-reliant and Chinko Ekun hustles solely. If you disagree with me, I will ask you how many music videos Chinko Ekun had under YBNL compare to Lil Kesh?
But the last generation of artistes under the label are obviously dependants, the likes of Lyta, Limerick, Davolee, Picazo Rhap, Fireboy, and Yomi Blaze are all looking up to their boss, which automatically mount pressure on him as he was later forced to release all excluding Fireboy to relieve pressure.
You can’t be pushing yourself and others at the same time, one will affect others. That’s just the law.
3. Lack of Publicity Stunt
Olamide seriously needs to work on this area, he’s not an artiste that usually jump on a trend or create controversy.
Unlike Davido, who always create something to talk about whenever he’s about to drop his song. If Davido doesn’t fight someone, someone will fight him during that period. Sense won’t kill Baba Imade.
Even Wizkid, Burna Boy, Naira Marley, and many can’t write off the efficiency of social media.
Olamide took publicity stunt slightly as he shocked everyone with his latest EP 999 with zero anticipation. Now the question is, where’s the 999 album?
4. Pay Before Downloading
Nigeria is not the right place to monetize music especially from a street artiste, 80% of Olamide fans are pure street and it a wrong target to expect payment from that sector.
Your priority should be the conversion rate of listeners, numbers of streams not the income. In all sincerity, I strongly believe Olamide become to be a struggling artiste after making his song unavailable to his fans.
Only a few people will genuinely make payment to have Olamide songs and it’s affecting his music career.