Ladé: "I'd Rather Make Honest Music Than Chase Viral Trends"

Nigerian singer Ladé has opened up on her approach to music-making, insisting that she would rather create honest, relatable songs than chase fleeting viral trends in an industry increasingly driven by social media moments.

Speaking in an interview with Saturday Beats, the "Adulthood Na Scam" crooner acknowledged that pressure to go viral is real for artistes navigating today's fast-paced music landscape, where every release can feel like it needs to break the internet to matter. However, she said she has come to understand that virality is fleeting, while a lasting career takes time and deliberate effort to build.

According to Ladé, she would rather focus on producing authentic music that resonates with listeners over the long term than constantly bend her creative process toward whatever is currently trending. She explained that while viral moments can introduce new listeners to an artiste's music, it is ultimately the structure built around a career, consistency, authenticity, and community, that gives fans a reason to stay engaged over time.

The singer extended this philosophy into advice for younger artistes navigating similar pressures in the industry. She urged upcoming musicians to appreciate viral moments when they happen, but cautioned against treating virality as the sole measure of success. Instead, she encouraged them to continue sharpening their craft, remain true to their artistic identity, and focus on building careers designed to last well beyond any single trending moment.

Beyond her approach to music, Ladé also reflected on how her understanding of adulthood has evolved since the release of her widely resonant hit, "Adulthood Na Scam." She recalled that she initially viewed adulthood narrowly, as something largely defined by the responsibility of paying bills. Over time, however, she discovered that adult life came with a far more complex and ongoing set of responsibilities than she had anticipated.

Describing the experience in vivid terms, Ladé compared adulthood to a subscription service that renews every month, noting that just when a person feels they have figured things out, life presents a new set of challenges. She said this constant unfolding of responsibilities has become one of the defining features of her adult life since stepping into the public eye with her music.

The singer further explained that navigating adulthood has taught her valuable lessons about growth, resilience, and learning to appreciate small victories along the way. She noted that while the size and nature of life's challenges may not necessarily shrink over time, individuals tend to grow stronger and more capable of handling them as they gain more experience.

Despite maintaining her light-hearted stance that "adulthood is a scam," a sentiment that captured widespread attention when her hit song was released, Ladé said she has also learned to embrace the journey more fully. She explained that this has meant giving herself grace during difficult periods, celebrating even the smallest wins, and finding ways to enjoy life's process rather than only focusing on its demands.

Ladé's comments reflect a broader conversation increasingly common among artistes navigating the tension between social media-driven virality and the desire to build sustainable, long-term careers in music. As streaming platforms and social media continue to reward short bursts of viral attention, many musicians, like Ladé, are choosing to emphasise authenticity and longevity over chasing algorithm-driven trends, a philosophy she says continues to guide both her artistry and her broader outlook on life as she balances her growing music career with the everyday realities of adulthood.