Nigerian Afrobeats star Ahmed Ololade, popularly known as Asake, has spoken about the early struggles and repeated rejections he faced before rising to fame, revealing that many show promoters once turned him down because he sings mainly in Yoruba.
The award-winning singer made the disclosure in a recent interview, where he reflected on his journey to success and the role of faith, consistency, and self-belief in shaping his career.
According to him, the path to stardom was not easy, as he faced rejection and discouragement at a time when he was still trying to find his place in Nigeria’s highly competitive music industry.
Asake said that despite the setbacks, he remained committed to his unique style and refused to change his sound to please industry expectations.
He explained that his breakthrough came when he decided to stay true to his roots and focus on consistency.
The singer said: “How I got to where I am today is by God’s grace, self-belief, consistency, and endurance.”
He added that several promoters refused to give him performance opportunities in his early days because they believed his use of Yoruba would limit his audience and commercial appeal.
“At some point, a lot of people said no to me; they didn’t allow me to perform at shows because I spoke Yoruba. But thank God I didn’t stop, and I kept believing in myself. Now, look at where I am today. I am so happy for myself,” he said.
His story highlights a common challenge faced by many young Nigerian artistes who are often pressured to conform to mainstream sounds and languages to gain popularity.
For years, English and Nigerian Pidgin have dominated the commercial music space, while indigenous languages were considered less appealing to global audiences.
However, the rapid growth of Afrobeats and the global acceptance of African culture have changed that narrative.
Today, songs in Yoruba, Igbo, and other local languages are topping international charts and attracting millions of listeners across the world.
Industry observers say the success of artistes like Asake, Olamide, and others who incorporate indigenous sounds and languages has reshaped Nigeria’s music industry.
The Afrobeats movement, driven largely by Nigerian musicians, has expanded beyond Africa, gaining recognition in Europe, the United States, and Asia.
Music experts say this shift has helped promote African identity and culture globally while opening new opportunities for local talents.
Asake’s journey is seen as a strong example of perseverance and authenticity in a competitive industry.
Born in Lagos, the singer rose to fame in 2022 after being signed by rapper Olamide’s YBNL Nation, a label known for nurturing emerging talents.
His debut album, Mr. Money With The Vibe, quickly gained attention and established him as one of the fastest-rising stars in Nigeria.
His second album, Work of Art, released in 2023, further strengthened his global reputation, producing hit songs such as “Yoga,” “2:30,” and “Lonely at the Top.”
The album combined Yoruba, English, and Pidgin, blending Afrobeats, Fuji, and Amapiano influences to create a distinctive sound.
His hit track “Lonely at the Top” later became one of the most successful songs in Nigeria, dominating charts and streaming platforms.
The singer has also performed on global stages and collaborated with international artistes, further expanding his reach.
Analysts say his success reflects a broader trend in which African artistes no longer feel pressured to dilute their cultural identity to gain global acceptance.
Instead, they are now celebrated for their authenticity and originality.
Asake’s rise has also encouraged young creatives to embrace their cultural roots and develop unique artistic voices.
Music critics believe that authenticity is now one of the strongest drivers of success in the global entertainment industry.
The Nigerian music industry has witnessed rapid growth in recent years, supported by digital streaming platforms, social media, and international collaborations.
This transformation has created new pathways for emerging artistes to reach global audiences without relying solely on traditional gatekeepers.
However, industry stakeholders say the journey is still difficult for many upcoming musicians.
Challenges such as funding, limited access to platforms, piracy, and industry politics continue to affect young talents.
Many artistes also struggle to secure performance opportunities and sponsorship deals in the early stages of their careers.
Asake’s reflections therefore resonate strongly with aspiring musicians across Nigeria and Africa.
His message of resilience and consistency has been widely praised on social media, with many fans describing his story as inspiring.
The singer also emphasised the importance of faith and determination, noting that success often comes after years of hard work and patience.
Observers say such testimonies help to motivate young people in different sectors, not only music.
In recent years, Nigerian celebrities have increasingly shared personal stories about their struggles, mental health, and career challenges.
This openness has contributed to conversations about resilience, self-confidence, and emotional wellbeing.
Experts believe these discussions are important in a country where many young people face economic hardship, unemployment, and social pressure.
They say stories of perseverance can help inspire hope and encourage innovation.
Nigeria’s creative industry remains one of the country’s fastest-growing sectors, contributing significantly to employment and economic growth.
The government and private investors have also shown increasing interest in the sector, recognising its potential to generate revenue and improve Nigeria’s global image.
For many young Nigerians, music, film, and digital content creation have become viable career options.
Asake’s experience reflects the realities of this new creative economy, where talent, persistence, and digital visibility can transform lives.
As he continues to enjoy global success, the singer’s journey from rejection to stardom serves as a reminder that setbacks can become stepping stones.
His story also highlights the importance of cultural identity in shaping Nigeria’s creative future.
For many fans and industry watchers, Asake’s message is clear: staying true to one’s roots can open doors beyond imagination.
