“If we can’t shaki bobo to it then we won’t be listening to it.” This is the unsaid official attitude of most Nigerians to most songs right now. How did we get here?
Olamide Adedeji (26) a Nigerian musician and occasional rapper has in a short time of roughly 5 years built a strong empire that has got many wondering how.
In 2013, Olamide became the first Nigerian to sign an endorsement deal with Cîroc. The same year, he signed a multi-million Naira deal with Guinness. In November 2013, he became an ambassador for Etisalat alongside Ice Prince. Olamide has continued to remain relevant since his first appearance in 2011 with his first solo album Rapsodi.
Here are the 7 major business secrets to this speedy success:
1. Olamide knows his audience
This artiste is fully aware of his audience. He knows who his true fans are and he works hard and steady to cater to and satisfy them . Every business must have a clear target audience and Olamide’s can be found on the streets. The streets may represent your immediate street or neighborhood. It may also represent people of the lower pyramid, distant from your fancy glass house; the traders, wheel barrow pushers, those guys who sell gala to you or just anybody who wants to join the gang.
2. He has found his sound
A lot of brands live either above or below their immediate reach. Olamide over the years, through use, practice and clear experiment has found his sound and true style. To build this unique sound, he carefully picked some creative producers to work with hiring Pheelz and his recent accomplice, Young Jon the Wicked Producer as the official YBNL in-house producers. This is how business is done
3. He understands the power of good partnerships
Olamide has been one to fish out the best in the industry and collaborate with them.Exhibit A: single Ghost mode which gave birth to 2 Kings, the collaborative album with Phyno. Olamide over the years has worked with the usual and unusual suspects.
4. He constantly works beyond limit
Olamide always works to outdo himself every year. He works hard, puts out more material that keeps him relevant and ahead of others. In just 5 years he has released 6 studio albums. Adding to this, in 2014 he kicked off a major concert, giving his fans a chance to connect with him live. In every business. one must go beyond boarders, stretch and work hard to connect with the customers. This is what Olamide has taught us.
5. He takes risks
Choosing to rap almost strictly in Yoruba language is definitely a risk but as we can see, this risk has yielded major results. Many other Nigerian artistes have toed this path, most give up prematurely. Olamide took this risk, trusting that Lagos is the heart of the industry. If you are running any business and you aren’t taking risks, then you are not ready for business.
6. He pushes others under him to succeed
The success of every boss is useless if his successors aren’t succeeding. Olamide who started his record Label YBNL nation in 2012 has replicated his success in his artistes and producers; Lil Kesh, Viktoh, Adekunle Gold, Pheelz, Chinko Edun, Xino Kuti and DJ Enimoney. This is a clear sign that his success game is no fluke. He has a strategy and executes it well. Olamide invests in his artistes highly with heavy radio plays, interviews high quality music videos and tours.
7. He invests heavily in PR and image branding
The YBNL nation has over the years given Nigerians new catch phrases like, Ola baby, its Holla baby and slangs like sneh, smellos and frosh. Using old and new media, Olamide has pushed his business and lifestyle to his followers. Interestingly, he understands exactly what his followers want. Olamide went on to start another dance Shakiti Bobojust after the Shoki fever. Companies fail when no one talks about them. Invest in good publicity.
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