It is cliche to say that music is innate – a talent bestowed by nature, but Lagos-born UK-based artist, oSHAMO has proven it to be an instrument of time and consistency.
Growing up for oSHAMO was that of a typical Nigerian, until 2018 when the life changing decision of leaving the motherland to the diaspora eventuated. But this phase of his life was also significant in birthing his passion for music which is currently driving him to becoming one of the topmost African voices in the United Kingdom.
This same passion also caught the eye of popular Nigerian artist and label boss, Mr Eazi, who’s label company, emPawa Africa, is currently playing a big part in his journey to mainstream.
This remarkable leap in his career materialised only about a year into his professional career in music. Whether it played off as luck, destiny or talent, it has placed oSHAMO’s career on the track to success.
In this interview, the singer talks about his experience as an African artist in a foreign market and how it has impacted his journey.
How long have you been in the United Kingdom for?
I wasn’t born in the UK. I have only lived a few years over here. My family and I relocated to the UK in 2018 after my university education. This was a lucky move for us for it was only about a year before the COVID pandemic shut down everywhere.
Did you always know you wanted to sing?
The passion for music grew on me sometime in 2018. Some really talented street pop artists like Lil Frosh, Hotkid, Zinoleesky were the rave back then and I really loved their music. Later on, I realised that I was good at freestyling to street sounds and that I also had a knack for it. The rest is history.
As an African artist based in the UK, how has your environment affected your style of music?
Being part of the UK music community has opened my mind to the variety of sounds that I have been able to draw from and combine with my original sound to make my music more fitting to both the UK and the African market. Apart from this, my current environment has not really had any drastic impact on my style of music.
Has connecting to the UK market ever proven difficult, given your sound and use of your indigenous language?
About two years ago when I started recording music professionally, I tried as much as possible to sing in English because I didn’t think the music would sell here in the UK. But in recent times, I’ve noticed that music has its own way of connecting with people regardless of the language used.
I also have friends that sing in other indigenous languages and they’re pulling streams regardless. So, I’ve stopped seeing language as a barrier and just focus more on working hard and finding my audience. A good number of people mistake my music for rap music but I mostly don’t rap in my songs. I perceive that my fluency in the Yoruba Language and my use of rhymes has portrayed my music as rap music but it’s not.
How did you get discovered and signed to emPawa Africa?
The opportunity came after I released my first viral song, ‘Why Are You Lying?’. I remember receiving a message from The Don himself, Mr Eazi, saying he is a fan of my music and that initiated the conversation of me getting signed to the label.
How has your career changed since you joined the label?
My career started professionally only about two years ago and I had my first viral song roughly a year after, so I wasn’t so keen on the knowledge and the business of music.
Before I got signed, I used to think music was just all about writing and recording a hit song. But emPawa has given me access to a team of professionals that have brushed me up on the necessary knowledge that I am required to have as an artist. In a nutshell, emPawa has had a great positive influence on my career.
What would you say fuels your artistic process?
Life! My experiences in life are what fuel my artistic process. I am a very observant individual. I tend to pick up a lot of details from the people and incidents around me. So, basically life and experiences just play a tremendous part of my creative process.
Which big names do you draw inspiration from?
Burna Boy comes first. I think most people already figured this out through my sound. Asake also inspires me a lot. He made me feel comfortable singing in my language, Yoruba. Also, Zinoleesky and Wizkid.
TIOS, is this an upcoming project?
TIOS simply stands for ‘Trust In oSHAMO’. It’s what my community goes by. It’s literal: those that love oSHAMO have to trust in him.
What should we expect from oSHAMO before the end of the year?
Expect an EP from oSHAMO before the end of the year. My goal is to drop a project that will serve everyone, whether Gen Z, Millennial, African or white. And that is what oSHAMO will do.
