The Red Bulletin April 2020

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Afrobeats these kids saw celebrities who looked like US rap stars, and they felt like, ‘Hold on, these guys are not the African image that has been sold to us.’ A lot of them started to come out of their shells and identify more with their heritage.” Olajide raves about the sense of unity and pride that Afrobeats instilled in kids of the diaspora, citing his 13-year-old daughter as an example. “I speak Yoruba to her,” he says, “but her pronunciation comes more from the Nigerian artists she listens to. That’s why it’s gone beyond the business element and become something bigger. My daughter is growing up in a world where, to her, Davido is as much a superstar as Justin Bieber.” As recent as 10 years ago, it was unimaginable that songs in Yoruba would be released by major labels and appear on heavy rotation on mainstream radio stations, or that the biggest artists in Western music would not only sample an African musician’s track but instigate a collaboration to increase their coolness. What has changed? Olajide and Kadi point to the internet – the “ultimate equaliser”, as they call it. On one hand, social media made it possible to cut out the gatekeepers at traditional radio stations that kept Afrobeats off the air; on the other, internet artists abroad have discovered their similarities, says Olajide. “Young artists like Drake and Skepta realise that the only difference between them and Burna Boy or Wizkid is their location. <strong>The</strong>y have the same lifestyle 36
“My daughter is growing up in a world where, to her, Davido is as much a superstar as Justin Bieber” Ade Olajide Capturing the moment at Afro Nation Ghana. Opposite: Ade Olajide says Afrobeats has brought pride and unity to Africans in the diaspora
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The Red Bulletin April 2020

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