Nigerian music powerhouse Olamide revealed that his career strategy is a deliberate choice for domestic market dominance, not a lack of ambition for international appeal.

In a recent interview with BBC Radio 1Xtra, the indigenous rapper and label boss stated plainly that he is "not desperate for international recognition," viewing it as a byproduct rather than a goal.

Olamide explained that his success is rooted in a clear audience identification strategy. He sees no need to fundamentally change his sound or style to suit Western tastes, arguing that his core audience is the priority.

“You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually. So, I have to stay true to myself and no mater where it is, what it is, I mean, in this world, I have to stay true to myself.

"I’m comfortable in my skin. I’m a Naija guy, Yoruba boy, I have H-Factor and all that, and I’m proud about it. You just have to stay true to yourself,” he said.