Yemi Alade Talks Honoring Her Heritage and Navigating Afrobeats as a Woman on Martell’s ‘Swift Conversations’

Sponsored: In partnership with Martell.

There is no doubting Yemi Alade’s bona fides. The Grammy-nominated singer is a pan-African star in the very sense of the term, forging a career and catalogue that is widely beloved in places beyond her native Nigeria. It’s not accidental; it’s a result of years of intentional maneuvering to get into multiple African regions and the diaspora, and “carrying my heritage,” as she says in Martell’s Swift Conversations, hosted on OkayAfrica.

The new show, which is set to feature interviews with artists and stakeholders in Afrobeats, is the latest effort by the cognac brand to be synonymous with Nigerian and African pop music. This year, Martell has hosted two editions of ‘Martell Live,’ gathering industry stalwarts for forward-facing conversations on both occasions. Swift Conversations is an outward-facing endeavor to ensure these pertinent discussions trickle down to listeners, as well as spotlighting the evolution of Afrobeats through the stories of its guests.

This first episode with Yemi Alade, hosted by Martell Cultural Ambassador Adesope Olajide, is a breezy chat about the singer’s journey, her motivation and ideals, and her context for what Afrobeats and African music should convey. Cumulatively, it’s a reaffirmation of Alade’s standing as a leading light in Nigerian music.

The episode starts off with a general recap of Alade’s career to date, with the singer admitting that she doesn’t count or know how many projects she has released to date. (She has dropped six albums and four EPs in the last decade.) Alade recounts important points in her time since hitting the limelight, coming off as an artist who relishes the work and process of recording and performing. The conversation also spins into the specific challenges of navigating Afrobeats as a woman, including the early prompts to work harder and leaning into her resolve to figure out the sound(s) that have worked for her.

“If I don’t carry the culture, I feel like I’m lost,” she says midway through the interview, explaining how rooted her music must be to match her purpose as an artist. “I’ve decided to use my music as a weapon for world peace,” she adds a few minutes later, explaining the upbeat tone of her music. Alade’s vibrant style of music, often accompanied by perhaps more vibrant music videos, has contributed to her uniqueness, and listening to her explain the intentionality behind it adds more depth to her persona.

Alade, a consummate live performer, also passionately explains the inspiring effect of artists like Beyoncé and Angelique Kidjo on her stage craft. She recounts mimicking recordings of Beyoncé’s shows on tours, and her awe at Kidjo’s longevity is palpable, calling her “an emblem of hope and a pillar of strength.” She also recounts seeing Nigerian artists Waje and Omawumi doing a soundcheck as a pivotal point for her high standards on stage.

The episode ends with Alade sharing insights on her entrepreneurial endeavors, her relationship with Martell, and holding space for those who have similar dreams like she did over a decade ago. Her confidence holds through the entire interview, and it makes for a graceful, ear-holding first episode of Swift Conversations.