How Yemi Alade uses fashion, music, and culture to portray Africa
In addition to being a well-known singer in the afrobeats community, Yemi Alade has established herself as a cultural ambassador and is known as “Mama Africa,” a person who proudly promotes Africa on international platforms. She once again demonstrated why she is known by that term at the most recent Grammy Awards, which took place on February 2, 2025. She established herself as one of Nigeria’s best-dressed artists by radiating confidence and elegance while wearing a scarlet gown with elaborate beaded accents on her wrist, neck, and head.
In fact, this is one of the first things people notice about her brand and has become a way of life for her throughout her career. She has continuously demonstrated the depth of her passion for African culture through her famous hairstyles, her colorful yet Afrocentric attire, and even her lyrics and live performances.
Additionally, she has worked with African designers that include cultural narratives into their creations.
Additionally, Alade’s hairstyles have grown to be a crucial component of her Afrocentric persona. She owns the complicated cornrows, bantu knots, and Fulani braids; she doesn’t just wear them. Even in her everyday looks, she rarely strays from hairstyles that celebrate African heritage.
Beyond her personal style, Yemi Alade’s music has strong African storytelling and sonic influences. Her breakthrough single “Johnny” received international attention, notably in Paris, France, and she chose to learn the language as a way to express her gratitude, she said in a recent interview with CNN ahead of the 2025 Grammy Awards. She then recorded the song in French, Portuguese, and Swahili. Her dedication to the continent is further demonstrated by the lyrics, which are frequently sung in several African languages. Her music is accessible to a wide range of listeners due to her fluid transitions between Yoruba, Igbo, Swahili, and French.
While being loyal to her roots, she has performed on some of the biggest venues in the world, such as AFCON, AFRIMA, and the Global Citizen Festival. Even if you’re performing for
an international audience, she never tones down her “African-ness”. Her dancers, costumes and stage designs are often infused with African symbols and traditional patterns.
Additionally, she has advocated for economic progress, youth empowerment, and African women using her platform. She has actively discussed Africa’s development as an ambassador for the UNDP, demonstrating that she is more than just an entertainer but also a change agent.In contrast to other artists that modify their images to appeal to the Western market, Yemi Alade has brought Africa into the mainstream.
