For over a decade, Olamide Adedeji—fondly called Baddo—has reigned as the undisputed “voice of the streets” in Nigeria.
From introducing indigenous rap to mainstream charts with Eni Duro in 2010, to building one of the most powerful artist pipelines through YBNL, Olamide has long been considered a cultural giant. Yet, unlike Wizkid, Davido, Burna Boy, and even his own protégés like Fireboy DML and Asake, Baddo has kept a surprisingly low profile in the Afrobeats-to-the-World movement.
Now, that narrative might be shifting.
A Homegrown Giant with Global Weight
While Olamide’s music has always dominated Nigeria and West Africa, his international efforts were often understated. He dropped hits like Wo!, Motigbana, and Rock, which enjoyed continental success but didn’t receive the heavy global push that Davido’s Fall or Burna Boy’s Ye did. Industry analysts argue this wasn’t a lack of ability but a deliberate choice. Olamide prioritized building YBNL into a powerhouse label, grooming stars like Lil Kesh, Adekunle Gold, Fireboy, and Asake—many of whom are now international heavyweights.
As music critic Joey Akan once noted, “Olamide has done more for Afrobeats’ sustainability than anyone gives him credit for—he’s the ecosystem’s farmer.”
Signs of a Global Pivot
Recently, however, Olamide has been teasing bigger moves. His 2023 album Unruly received global distribution through EMPIRE and featured tracks like Jinja and Trumpet with CKay—songs clearly structured with international audiences in mind. He also joined Asake on global tours, playing to packed arenas across Europe and the U.S., giving foreign audiences a taste of his raw street energy.
Industry insiders suggest Olamide is now more open to global positioning—especially as the Afrobeats-to-the-World wave continues to reshape international charts. With Grammy nominations becoming regular for Nigerian stars, and with his protégés thriving in global spaces, it seems only natural for Baddo himself to step out from behind the curtain.
The Reluctant King of the Streets
Part of Olamide’s mystique is his refusal to chase validation. Unlike his peers, he rarely courts foreign collaborations or publicity. He once said in an interview: “I’m not chasing hits anymore, I’m chasing legacy. My joy is when my boys shine.”
And shine they have. Asake’s breakout year in 2022 was powered by YBNL, Fireboy’s Peru remix with Ed Sheeran topped charts, and Adekunle Gold has become a global touring artist. Yet, their success inevitably circles back to Olamide’s vision.
Is It Finally His Time?
The real question is not whether Olamide can conquer the global stage—he already has the catalogue, charisma, and cultural influence. It’s whether he actually wants to.
But with Unruly positioning him for wider reach, YBNL acts dominating global streaming, and Afrobeats’ unstoppable rise, the world may finally see Olamide not just as Nigeria’s street general but as one of Afrobeats’ defining global voices.
Maybe Baddo has been playing the long game all along.
