Through Fireboy and Asake, Olamide is exceeding his personal Limitations.
On Monday, 18 July, 2022, American record label and distribution company, Empire Distribution officially welcomed the new kid on the block and Palazzo crooner, Asake to their outfit via Twitter and Instagram posts.
We’re happy to officially welcome Mr. Money aka @asakemusik to the EMPIRE family 🏆🤝
Peep the thread below to get familiar with Nigeria’s breakout star 🇳🇬🤞 pic.twitter.com/WK5b3LISU1
— EMPIRE (@EMPIRE) July 18, 2022
The signing of the serial hit maker who also doubles as a YBNL Nation signee to Empire left many fans wondering on the state of his deal with YBNL, the label of Nigerian Rapper Olamide, especially as under the wings of the Nigerian music legend, Asake has become a mainstay in the Nigerian music industry, with chart-topping hits as Omo Ope, Sungba and Palazzo as well as a critically acclaimed EP, Ololade Asake.
If you will recall back in February 2020, Olamide Adedeji announced that his label, YBNL Nation had signed a deal with Empire Distribution. He would later specify in a tweet that the terms of the deal would provide international exposure for himself, Fireboy, and his subsequent signees.
Happy to announce that YBNL and Empire got a joint venture deal. Myself and Fireboy with any other act i sign next ready to shake the world. 🌎
— Olamidé (@Olamide) February 18, 2020
The rationale for Olamide signing the deal at the time was not far-fetched. For a number of years, Olamide was considered a bona fide member of music’s big three (consisting of the rapper, Wizkid and Davido). However as both Wizkid and Davido began to make cross-continental waves and sign international deals, it seemed as though Olamide was left behind.
Eventually, Burna Boy through Atlantic Records would go on to gain international chart success, snag Grammy wins and acquire a global touring fanbase, leading the Nigerian music audience to replace Olamide with him in the conversations for the big three.
Although since the deal with Empire in 2020, Olamide has not marginally increased his international appeal and exposure, he has successfully ensured that his signee, Fireboy DML would not suffer the same fate.
From 2020 to date, Fireboy has been a recipient of high-placed features, including one with Pop Queen Madonna, a BET performance, US Billboard and UK chart success with PERU as well as a classic album.
While many fans may argue that the aesthetic and artistic style of Fireboy greatly differs from Olamide hence making the former more accessible to foreign markets, Olamide is willing to bet on his new signee Asake.
Asake embodies the street persona just like Olamide and has shown his uncanny ability to make crossover hits in the Nigerian mainstream space.
Understanding that in today’s global climate, local success isn’t sufficient to push you to the highest echelons of music, Olamide has strategically placed his golden goose in a position where he will be propelled into international stardom, a feat that has eluded him.
It is still unclear the details of the deal with Empire, but it is very logical to infer that Olamide and YBNL played a role to make it happen.
Through Fireboy and Asake, Olamide is exceeding his personal Limitations.