Overexposure threatens Olamide

By now, it’s no longer news that Olamide has released yet another music video. The video is for a song, Melo Melo, which like most of his songs, is a surefire hit. What’s news however is that Olamide is releasing videos at a rate that will diminish his brand value, rather than enhance it as he hopes. Three months ago, it was the video for Falila Ketan that he dropped as his first video of the year. Unusually for him, both the song and video didn’t really catch on, so it was understandable when he dropped Bobo’s video three weeks ago. Since Bobo’s arrival, it has caught on, and is in fact still spreading. The dance in the video is the latest dance in town and the latest slang in town is ‘Shakiti Bobo,’ one of the lines in the song. So, releasing Melo Melo just when Bobo is about to really peak, doesn’t make all the sense in the world. Olamide is not the only Nigerian artist guilty of flooding the airwaves with music videos to his own detriment. Phyno, his close friend, also released many videos last year, and he’s paying the price now as people have gotten so much of him on TV that they are now tired of seeing him. Olamide is well loved by the music loving public, but overexposure to them, through many videos in the spate of weeks or months, will definitely not help him.