{"id":41326,"date":"2019-10-24T11:09:24","date_gmt":"2019-10-24T09:09:24","guid":{"rendered":"https:\/\/pan-african-music.com\/yemi-alade-nigeria-is-like-a-sponge-it-absorbs-any-sound\/"},"modified":"2020-09-27T12:29:05","modified_gmt":"2020-09-27T10:29:05","slug":"yemi-alade-woman-of-steel-interview","status":"publish","type":"post","link":"https:\/\/pan-african-music.com\/en\/yemi-alade-woman-of-steel-interview\/","title":{"rendered":"Yemi Alade: &#8220;Nigeria is like a sponge, it absorbs any sound.&#8221;"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-31553 pam-featured-content\"  src=\"https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel.jpg\" alt=\"\" width=\"1200\" height=\"840\" srcset=\"https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel.jpg 1200w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel-759x531.jpg 759w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel-1010x707.jpg 1010w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel-661x463.jpg 661w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel-465x326.jpg 465w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/Yemi-Alade-Woman-of-Steel-375x263.jpg 375w\" sizes=\"(min-width:1010px) 759px,100vw\" loading=\"lazy\" \/><\/p>\n<h4><span style=\"color: #f2994a;\"><b>A very productive singer now under contract with Universal, Nigeria-bor<span style=\"color: #f2994a;\">n Yemi Alade recently visited Paris. She had just released Woman of Steel, her 4th album. PAM met with the highly determined iron<\/span> woman.<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Since her debut album five years ago \u2013\u00a0<\/span><i><span style=\"font-weight: 400;\">King of Queens<\/span><\/i><span style=\"font-weight: 400;\">\u00a0\u2013, the Nigerian star\u2019s career has kept developing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From Lagos to Abidjan via Nairobi, the 30-year-old performs everywhere on the continent, where she successfully created her fanbase, especially by covering her own songs in French or Swahili languages, and collaborating with various fellow artists (Arafat, Ang\u00e9lique Kidjo, etc.) If the prolific Nigerian music scene has continuously provided countless stars, Alade is the only female \u201cheavyweight&#8221; competitor. Not a surprising fact when one listens to the mature professional talk about her job. In a country where culture, and music in particular, is entirely run by the private sector, quality is not enough. You need to prove you are endowed with an entrepreneurial spirit. And, undoubtedly, as a female artist, you have to be a \u201cwoman of steel\u201d.<\/span><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>\u201cWoman of Steel\u201d, why did you chose this title for your latest album?\u00a0<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">I almost felt obliged to use \u201cwoman of steel\u201d because as\u00a0a kid, I grew up with a lot of super heroes: Superman, Superwoman, Spiderman, Catwoman\u2026 Only later I realized that I was my own superhero, and I decided to name my album after the character I represent: the \u201cwoman of steel\u201d.\u00a0<\/span><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>So you are the Woman of steel ?\u00a0<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">[in French] <\/span><i><span style=\"font-weight: 400;\">Oui, c\u2019est moi\u00a0!<\/span><\/i><span style=\"font-weight: 400;\"> [\u201cYes, it\u2019s me!\u201d]<\/span><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>Since the beginning of your career, some of your songs or albums referred to female power.<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">I always wanted to remind the women out there \u2013\u00a0and also the guys\u00a0\u2013 that we all need to be strong from the inside out. Especially women, because there are lot of double standards, and unfortunately female artists are never the ones in favor: most of the times we have we to prove ourselves capable, and we have to work twice to earn the support of an audience. This is crazy because we, women gave birth to the whole world. I always like to remind women to stay strong because nothing is going to be given to us \u2013\u00a0we have to take it, earn it, work for it and grab it, we can\u2019t be cry-babies. And the same goes for guys: through my music I want to remind them that showing strength is the best character trait. Violence or demonstration of power isn\u2019t necessary. The inner strength that we all have is definitely one of our strongest powers, and we need to make sure that it is always shining.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I know music is very powerful, because music has the power to change people\u2019s minds. I use my own music to stress on the positive things in life, and it\u2019s important that someone reminds you this because the world is so full of negative things\u2026 Catastrophes, so much negative stuff on TV and in the media\u2026 I do love to promote love, joy, and happiness.<\/span><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>You released four albums in the course of five years. It\u2019s a great number!<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">I released four albums and one EP. I think that one of the driving forces that have encouraged me to keep putting up albums is definitely the CEO of Effyzzie Music Group [Yemi\u2019s label since her debut album], Taiye Aliyu. He is always trying to push me into the studio and make me pull work out there. And according to my current mood, he would say: <\/span><i><span style=\"font-weight: 400;\">\u201cYou see that feeling right there? Go and put it into a song.\u201d<\/span><\/i><span style=\"font-weight: 400;\"> And I think that has worked for me because instead of tweeting and tweeting again about it, I can put it into a song. So that\u2019s what I have been doing. But it was not that easy to do because I already have shows booked around the world, concerts to attend, I have a life, I have family\u2026\u00a0<br style=\"clear: both;\" \/>\u00a0<\/span><\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/Wx9jCaCU-hM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" loading=\"lazy\"><\/iframe><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>Is it the digital era that compels to produce more, and to be everywhere at the same time?<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">You are right, actually: the digital age has made time fly faster than it used to. There are only twelve months in the calendar, that represent only three months on the digital market. Everything is happening so fast, people are taking and absorbing music at such a pace, and they eventually throw it away almost immediately. Even when it comes to records\u2019 sales, it\u2019s not the way it used to be: you need to remain in peoples\u2019 heads, and be available to perform, in order to be able to earn and balance the business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, in this new digital world, everything is possible: I am physically in a different country almost every four days. And some of it I definitely owe to the digital world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I guess Beyonc\u00e9 [who invited Yemi on her latest album] wouldn\u2019t have probably known about my music and be able to reach out directly to my management, if not for the digital world.<\/span><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>It seems that you can\u2019t be an artist in Nigeria (or even in Africa) without being an entrepreneur too?<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Exactly. There are many factors that help people run business in Africa, but maybe three times more parameters that curb any individual who wants to be an entrepreneur in Africa. In Nigeria for instance, we are still coping with power failures in the electricity network. There is power, but it\u2019s not steady. One minute it\u2019s here, the next minute it\u2019s gone, so we have to rely mainly on generators. This definitely affects the finances of an entrepreneur because profit goes back into filling the electrical company\u2019s business, literally.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Then there are other issues related to copyrights and artistic protection. I think intellectual property in Africa needs to be given a little more concern. We need a system in which the owner of intellectual property would be protected by the law.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To survive in Nigeria, I personally think that one must become an entrepreneur, because where else would the funds come from? There is a scarcity of jobs here and there, and thankfully the entertainment industry has been able to provide jobs for lots of youths out there, which is why you see a lot of music coming out of Nigeria. I always tell my friends, <\/span><i><span style=\"font-weight: 400;\">\u201cI think we found a way to employ each other, and that is why we are able to thrive\u201d<\/span><\/i><span style=\"font-weight: 400;\">. I think this is how Nigeria has dealt with the problem. As an entrepreneur myself, I had to learn the hard way; I didn\u2019t have any sponsor when I started as a musician, but i had a few people who believed in my dream, and thought that I could make it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But as always, I had to prove myself to the world. I won a talent show \u2013\u00a0the Peak Talent Show, in 2009\u00a0\u2013 but the money left almost as immediately as it came, because everything went into production, collaborations and videos. I was left with nothing and I realized I would have to start all over again. Then I was blessed enough to meet Mr. Taiye Aliyu, and I was signed to his label. But the way I was signed on to the label from management wasn\u2019t the conventional way: I had to learn the business, how to use revenues from my shows to put them back into production, video, and into building the brand\u2026 I didn\u2019t find anything funny or enjoyable in having to do this all those years, but in the course of this period I have come to realize that benefits outweighed losses, and that\u2019s the only way I can do because I don\u2019t have a sponsor.<\/span><\/p>\n<p><span style=\"color: #f2994a;\"><b><br style=\"clear: both;\" \/>Your new album features a song called \u201cCriminal In Agbada (C.I.A.)\u201d. The title reminds me some of Fela\u2019s (ITT, VIP\u2026). What is the story of the song, and what is it about?<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">The song was produced by Vee Tek, a producer and friend of mine. It\u2019s another of Mr. Taiye Aliyu\u2019s \u201ctraps\u201d.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Back when we had finished my album, I\u2019m ready to leave and travel, already thinking of my upcoming shows and trying to put the clothes and everything together \u2013\u00a0because I do the designs myself for my outfits. And then Taiye says, \u201c<\/span><i><span style=\"font-weight: 400;\">Yemi, you haven\u2019t composed any conscious song on this album. You always complain about the country and things around you, so why don\u2019t you put it in a song?<\/span><\/i> <i><span style=\"font-weight: 400;\">No female Nigerian artist has ever done it! Etc\u2026\u201d<\/span><\/i><span style=\"font-weight: 400;\"> and I\u2019m like, \u201cOk.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then he tells me:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8211; \u201cVee Tek is in the studio.<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8211; What? You didn\u2019t even tell me he was coming!\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">And finally I went to the studio. I didn\u2019t take my pen and paper to write the song. I turned on the microphone, turned off the lights, put on my headphones, and I just sang my pain, my thoughts, my frustrations and\u2026 That\u2019s how \u201cCriminal In Agbada\u201d was born.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for the meaning, obviously a criminal is someone who breaks the law, most likely it might be a thief, someone who takes from the others what is not his\u2026 and it turns out that there is a certain kind of profile people think when it comes to the thief character, maybe with a mask over their head, gloves and everything. Like in a James Bond movie!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there are other types of criminals, and I decided to describe a certain type: the ones that dress like they have all the money in the world \u2013\u00a0they wear the <\/span><i><span style=\"font-weight: 400;\">\u201cagbada\u201d<\/span><\/i><span style=\"font-weight: 400;\">, a Nigerian attire mostly worn by men (though these days women wear it too). It\u2019s a really big costume. Literally, if anyone walks in here wearing an <\/span><i><span style=\"font-weight: 400;\">agbada<\/span><\/i><span style=\"font-weight: 400;\">, you would know that a son of a rich man has walked in. But then, what if you don\u2019t know that this man has stolen all that from someone else? That is where the song was born from: it\u2019s about the struggles of Africa, of my people, and a cry to the government to help us to share the goodness of Mother Earth with our own people, instead of stealing it for their own bloodlines.<\/span><span style=\"color: #f2994a;\"><b><br \/>\n<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">You are right. In the digital age, you release music today and before the end of the day, everybody in every part of the world has already had access to your music. And that\u2019s because the world has become such a small place, online. Back in the past, I think music circulated fast too, but the ability to establish a connexion with your fans wasn\u2019t really possible. The ability to have an almost immediate feedback wasn\u2019t possible, both in terms of promotions or tours and shows. A fan-to-celebrity conversation hardly ever happened, or only the most minima. I wouldn\u2019t have been able to reach out to Rick Ross if not for the digital world.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-31557\" src=\"https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1.jpg\" alt=\"\" width=\"1080\" height=\"1350\" srcset=\"https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1.jpg 1080w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1-759x949.jpg 759w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1-1010x1263.jpg 1010w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1-661x826.jpg 661w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1-465x581.jpg 465w, https:\/\/pan-african-music-production.fra1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/10\/yemi-alade-1-375x469.jpg 375w\" sizes=\"(min-width:1010px) 759px,100vw\" loading=\"lazy\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A very productive singer now under contract with Universal, Nigeria-born Yemi Alade recently visited Paris. She had just released Woman of Steel, her 4th album. PAM met with the highly determined iron woman. Since her [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":31553,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7835],"tags":[23582],"location":[8172],"yst_prominent_words":[],"acf":[],"_links":{"self":[{"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/posts\/41326"}],"collection":[{"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/comments?post=41326"}],"version-history":[{"count":0,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/posts\/41326\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/media\/31553"}],"wp:attachment":[{"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/media?parent=41326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/categories?post=41326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/tags?post=41326"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/location?post=41326"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/pan-african-music.com\/en\/wp-json\/wp\/v2\/yst_prominent_words?post=41326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}