Yemi Alade Singer will slowly kill “Mama Africa” in 2017

2017 will start the slow death of ‘Mama Africa’, and the start of something new and different.

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Yemi Alade in new photos play

Yemi Alade in new photos

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Yemi Alade struck gold in 2014 as ‘Johnny’ took her to unrivalled heights in the African market. The video, which was instrumental in rebranding Yemi Alade as a core African woman embraced elements of style which has lingered for over two years.

Yemi Alade saw a chance, took it, and rode it to the end. Her debut album ‘King Of Queens’ was a transitional project which attempted to balance her Afrocentric persona, with her past as a classy, urban and chic woman who handled her business as a sexy metropolitan queen.

Yemi Alade in new photos play

Yemi Alade in new photos

 

Sophomore album “Mama Africa” delved deeper into exploring the working formula. Every other style was discarded for a plunge into the African way and sounds, with the singer branding herself to champion not just the musical aspects of the continent, but also the cultural. The video ‘Na gode’ prepped her as a philanthropist, a mother who calls out to her children, and embraces them with her soothing bosom and generosity. ‘Kom Kom’ and ‘Ferarri’ were love stories, in keeping with the materialistic cultures that demanded the African man to be a provider for his woman.

Yemi Alade play

Yemi Alade

 

And then the continent had a song dedicated to its welcoming embrace. Africa, which featured Kenyan group, Sauti Sol, became a hit in East Africa, and her profile continued to rise. Yemi Alade is currently the highest earning African female singer, and as her business grows she grows.

But here’s the danger in that; Yemi Alade is slowly moving away from pop music and into a traditional niche roll. By choosing to be “Mama Africa”, Yemi Alade unwittingly chose a direction that is not pop. Chasing core African music elements and themes isn’t pop in this generation where the young people continue to embrace Afropolitan music, filtered from Western pop influences.

Yemi Alade play

Yemi Alade chose a tassel detailed multicoloured frock as one of her looks for the night

(Instagram)

 

Her management understands this, and from 2016, they have begun to move her back from her dominant branding to a more urban look. Yemi Alade is slowly shedding the ‘Mama Africa’ persona. One photo at a time, one single after another, she will seek to depart from the formula that has given her so much in such a short space of time. Last year, the EDM-heavy ‘Want you’ was the first stroke, and then came the new photos.

Yemi Alade in new photos play

Yemi Alade in new photos

 

Yemi Alade is a pop singer, and her management intends for her to pursue that path. ‘Mama Africa’ and all her prolific branding, which has become what people have fallen in love on the continent, will be phased out, and a new Yemi Alade will be born.

2017 will start the slow death of ‘Mama Africa’, and the start of something new and different.

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