26th May, 2024
By Taiwo Okanlawon
Award-winning Nigerian singer, Bukola Elemide better known as Asa, is the big face on the latest cover of GQ South Africa’s Music and Creativity Issue.
Speaking on this issue’s cover, the magazine said:
“With a compelling presence on stage and a Wide-ranging repertoire, Aṣa’s artistry embodies a diverse range of experiences, stemming from her multicultural heritage: Nigerian and French.
“She’s our Music and Creativity issue cover star, in collaboration with Platoon. While excited about the cover story, she says there are some nerves, only because she finds it hard to read about herself or listen to her albums.
During the interview, the 41-year-old songstress revealed the creative process behind her music.
Asa who spends most part of her career outside Nigeria said she likes to “think globally” in her approach to music.
Asa also said she prefers to sing in the Yoruba language when conveying certain messages but ensures that her music resonates with everyone.
The Paris-born artiste disclosed that she always strives to include those who may not understand her language or culture in her music.
“When I write in these languages, they suit certain types of music and messages that I want to convey,” she said.
“There are some songs that I cannot sing in English as they would not convey the message I want.
“Because of the tonal beauty and musicality of singing in Yoruba, it feels very personal, yet it also resonates with everyone.
“However, in terms of breaking through and reaching a wider audience, English is the global language.
“I always allow for that space when I am making music. I want to create music with everyone in mind, including those who may not know or understand my language or culture.
“But I always strive to include them. I am from Nigeria; I want to act locally but think globally in my approach with music.”
Asa was born to Nigerian parents in Paris, France on September 17, 1982.
She returned with her family to live in Nigeria when she was two years old. Asa grew up in Lagos and moved to Paris after 18 years.
Asa was shot into the limelight with the release of ‘Eyé Adaba’, her first single, in 2006.
She thereafter signed to Naive Records, a Paris-based independent record label.
The singer has since released five studio albums — which are ‘Asa’, ‘Beautiful Imperfection’, ‘Bed of Stone’, ‘Lucid’ and ‘V’.