Yemi Alade Mum on Father’s Death – ‘I Want to Keep It Personal’

Yemi Eberechi Alade, popularly known as Yemi Alade, is a Nigerian Afro pop singer. She came into the limelight after winning the maiden edition of the Peak Talent Show in 2009. She is best known for her hit single Johnny and has since been one of the most talked about female artistes. In a recent interview with ENCOMIUM Weekly, she opened up on her endorsements, but mum on her father’s passage…

• How would you rate your career in 2014?

It was an eye opener for me, my family, fans, team and everyone that knows the brand, Yemi Alade. In one sentence, I would say the peak at which my career got to in 2014, was beyond my expectation

because I never saw it coming. Let me just say, I went from zero to hero.

• What is the greatest thing music has done for you?

As a person, there is more to life than the materialistic things that you achieve overtime. For me, the best thing is being appreciated by people who you don’t even know, like my fans because I do not see them but they love me very much. Music has brought me closer to the practical aspect of the course I studied in school, Geography.

Music has also become a therapy and a back bone for me. It made me who I am right now and what I am today.

• How would you rate the success of your hit single, Johnny?

The song keeps spreading all over the world but I think it is yet to get to the peak, that is, where I want it to be. People from China, Australia and those who do not even speak English all over the world are asking for the song because every one of them have a reason or two to refer to the song or the storyline and it is quite exciting for me because I did not see it coming. So, I remain thankful and grateful to God.

• How much has the song fetched you so far?

In terms of fan base, I cannot begin to count. I had about 1,200 followers on Instagram in January 2014, but right now, I’m almost hitting 80,000 followers but financially, it has fetched me enough to invest in my music but at the same time, we are yet to hit the bank.

• Sorry about the death of your dad, how does it feel?

I really don’t want to disclose anything personal apart from music. I do not want to talk about it but if anyone out there who has lost his/her dad, then they probably know how I feel. So, I want to keep this information personal.

• What brought about the whole dress concept in your videos?

In all my video, I always know what I want to look like and I draw a lot of my design. From Ghen Ghen Love, Johnny, Tangarine are all hand-made costumes. I start making them a month or two before I start shooting the video. So, I draw the designs and send them to my designer, Amarelix, the one who makes all my dreamy images come to life. I just wanted to look like a princess but I sort of looked like an African Princess.

• Your hairstyle has become your signature, how did you come about it?

Clarence Peters and my stylist did the trick. The moment we set to shoot the video of Johnny he said he wanted a look that people would see and know it’s Yemi Alade. So, my stylist did a lot of thinking before coming up with this style. I disagreed with him but when it was done, I never wanted to take it off again because I love it.

• Have you been able to get any endorsement so far?

I have gotten a few and I am proud to be associated with Close-Up Toothpaste, Breezer, Bland2Glam at the moment and we are hoping for more major endorsements with prestigious brands.

• Which artistes are you looking forward to having a collabo with?

In Nigeria, P-Square because I love their work ethics, the fact that they are still very relevant in the industry. I also love their music and their business strategy. But if I have to spread my tentacles abroad, I would say, Nicki Minaj because she runs her business like a guy and that is what it entails to be King of Queens. 

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