Nigeria is filled with a number of talented female singers. In that pack, the name YemiAlade stands out, winning laurels from far and near. In this interview with Yetunde Oladeinde, she talks about life as a musician, her passion for fashion,setting up her accessory label, turning point and more.
WHAT does being the brand ambassador for Africa Fashion Week Nigeria (AFWN) and Africa Fashion Week London (AFWL) mean to you?
A lot. It is a very interesting combination because music and fashion go hand in hand.I have enjoyed every moment and it’s a privilege to be the evidence of that in my life time.I would say that it was a massive honour and privilege to be the face of AFWN and AFWL.The fashion industry in Nigeria is very creative and dynamic.
Personally, I love fashion and you can see this in the things I love to wear.Things that are unique and unusual. I have my jewellery collection which was released in conjunction with Bland2Glam and also my fashion label H.O.T, so it only made sense to be part of it as well as champion the ceremony.
What inspires your personal style? What are some of the items that we would find in your wardrobe?
I have a lot of either very simple or expressive pieces. Those for me are the little details that matter.
If you take a peep into my wardrobe, you would find random pieces that help me achieve and make the statements desired. They help to bring about the different outlook, from cheap to expensive items. I am also inspired by my personal theme, Africa and style but still I love comfort. My wardrobe is an interesting part of me and here you would find different items ranging from shades, to jewellery and items from my accessory collection and more.
You have your fashion line. How has the experience in the fashion scene being like for you?
I have been on the fashion scene for a while, working with different designers across the globe to bring my video outfits to life. This has also inspired my performances’ outfits as well as the red carpet attires. I am a fashion lover, so having my fashion line is more like an official statement for me, and I am just starting and we are not stopping. House of Tangerine, also known as H.O.T, is a dream I intend to pursue to the end of the tunnel. It brings joy and fulfilment all the time. So, I would tell my fans to watch out for more collections and our look-bookswill soon be in stores nationwide.
What are some of the memorable moments in the sector for you?
There are so many memorable moments and they have become a great source of inspiration for me. One of such moments includes the conceptualisation stage of House of Tangerine (H.O.T)and showcasing at African Fashion Week London, AFWL.
Looking down the memory lane, I would say that my very first showcase which happened at the African Fashion Week Nigeria, was good and exciting. The feeling was great.
We had the debut from her House of Tangerine fashion label at the recently organised Africa Fashion Week Nigeria 2016.There, I was unveiled as the ambassador for the 2016 Africa Fashion Week Nigeria & London in April.Last year, we launched the accessory line, called YemiAlade Collection (YAC). This is an exclusive range of exotic costume jewellery. They have inspired my career and personality and it was launched on the same platform with the Get Mented initiative: This is an innovative mentorship network for girls and women across Nigeria. A percentage of the proceeds from the collection will go into the funding of the Get Mented initiative.
How would you assess our designers?
I love Nigerian designers especially the ones who make it a priority to break boundaries and create new markets.
I love Nigerian designers, they are great. Many of them are doing amazing stuff comparable to what you find in other parts of the world.
What is the secret of your success?
The most important factor for my success is GOD. The other two things that keep me going are having a great team and my passion. There is no secret, the important thing is to follow the right principles in this order. We go with God! So God is the major key, then a team that got you, passion and hard-work.
What dreams did you have at the beginning of your career?
Ha! I cannot say precisely! Thankfully, I am living my dream now, I am still dreaming and already dreaming newer dreams.
What was the turning point for you?
In my musical career, the turning point was when I won the Peak Talent Show in 2009. It was at that moment that I realised that I had to take my God-given gift seriously and professionally.
I was born in Abia State to business woman Helen Alade (Nee Uzoma) and James Alade. I am the fifth of seven siblings in a household that was filled with music from day one. My dual heritage of South-East Nigeria and South-West Nigeria earned me the moniker of “that Yoruba-Ibo girl.”
I was educated at Saint Saviours British Primary School, Lagos and then went to Victory Grammar School, Lagos, before proceeding to the University of Lagos where I graduated with a BSc in Geography in 2010.
My mum is from Abia State while my dad hails from Ondo State. I studied Geography at the University of Lagos. I have practically lived my life on stage because I was exposed to singing and dancing competitions as a child.
Interestingly, my career in music started in 2005, then under the supervision of BayoOmisore.My debut single Fimisile featuring eLDee peaked commendably with over ten thousand hits on YouTube in barely a month. In July 2012, I released GHENGHENLOVE which was produced by the legendary OJB, and it became a monster hit and also had a video for the track directed by Gambit Pictures.
I got signed to Effyzzie Music Group and dropped another hit single that same year titled Johnnywhich made a lot of waves.Interestingly, Johnny gave me more fans and likes in Nigeria and outside Nigeria.
How has being in the entertainment scene affected your lifestyle?
It has definitely changed the life choices I make, most especially because it has made me a role model which is a privilege and also a lot of responsibility.
What are some of the memorable moments as a musician?
Well, I would say that touring is always memorable , interesting and sometimes it brings new opportunities. Touring and performing across the globe, especially other African countries, then Europe and America. I am also looking forward to an extensive tour of Asia.
What are some of the other things that occupy your time?
When I am not singing or travelling, then I am usually busy with my family. My family occupies my time seriously.
Let’s talk about some of the awards and recognitions received
Whew! Awards are recognitions are humbling and I am grateful for all of them. Despite the BET Award nominations, MOBO Award nominations, MTV Award, MTV EMA nomination, Headies Award and more. Interestingly, I have so much more that I still want to do and achieve. I feel like I have just started by God’s grace. We are working towards breaking more boundaries and winning a Grammy eventually.
Who are some of your mentors and role models?
My mother is the ultimate role model and mentor. I admire and respect her a lot. Musically and vocally I was and I am inspired by Beyonce, Mariah Carey, Angelique Kidjo, Omawumi and more. I study their work ethics and rob all the positives I can from them. My desire is to grow and be a better and stronger woman.
Who or what do you consider as your greatest influence in life?
Definitely, my family, personal experiences and travels. For instance, my sophomore album titled Mama Africa, was greatly inspired by my incessant travels across the continent of Africa.
Mama Africa is a generic album, and is therefore the diary of “ANYONE”. Each song is an expanded version of a feeling or experience. I have had (reality) or you have had (fiction).The average African woman sees love and life in a way that is almost different from the movies. This gives Mama Africa an unfiltered edge; lyrically.
The selection process was even harder, as there were so many songs to choose from. I felt so attached to all my songs that I wanted to share every story and experience I could remember. Only after selection did arrangement come easy. Mama Africa starts with Nagode which represents my favourite quote “put God first” and ends with one of my favourite songs Nakupenda.
The songs on Mama Africa have a very detailed story line which makes it easy for the listener to escape into my world. It’s the chapter one in the diary of any single lady: her adventures and their outcomes, her thoughts and her expectations.
Who or what do you consider as your greatest influence in life?
My family, experiences and travels.
You are one of the best female artistes in the country today, what does it mean to you?
I love music; it is already a way of life. I can do just about anything with the right soundtrack played in my ears. Even the soundtrack of actual “silence.” I guess that’s a sound for another album. Who I am now wasn’t planned, my job as an artist is to do what I love and embrace art as God permits. Good music is my passion and quite frankly being African is my heritage. It shows without permission. Nonetheless, change is constant
You have been endorsed by manybrands, does it often get to you?
It doesn’t! It shows that people like and appreciate what you are doing. I also strongly believe that it’s better to have so much to do than to be idle. And you know one can’t get endorsed by two similar brands at the same time. If after one or two years, your contract expires, then perhaps a competitive brand would want to take over. I’m part of Nairabox and there’s an interesting part of it that connects with my music.
Nairabox users get to know about and listen to some of my new songs before any other people. I’m happy. Being a Nairabox Ambassador doesn’t hurt anybody, so why would I say no. It’s a cool trend. I like to be part of trend setting people, so that’s one of the reasons I accepted the deal.
