Nigerian Afrobeats artiste Yemi Alade addresses infidelity rumours in the highly anticipated music video for her single Begging, released on Wednesday (August 10) through the Effyzzie Music Group.
Scrolling through her social media feed in the video, Yemi discovers her self-love has been a little less than faithful. She sings, “It’s not by force to fall in love again, I cannot stand the rain, I cannot take the pain.”
Produced by ‘Chech da Producer’ (Anikwenze Echezona Valentine), Begging hones in on Yemi’s melodic vocals over a highlife-infused afrobeat track offering a soothing agent for the hearts of the betrayed.
No stranger to media headlines about her relationship, Yemi offers her thoughts on the complexities of love.
“Love has different meanings to different people, but it seems a lot of people have more talk and less action. Love is an action word, so it’s important to find a love that gives in return as much as it takes. If you find love that isn’t meant for you, I’m begging you to do what’s best for you and find a love that you deserve and desire,” says Yemi.
In July 2019, Yemi Alade was featured on Don’t Jealous Me, a track from Beyoncé’s compilation album The Lion King: The Gift. She appeared on the track alongside Mr Eazi and Tekno. Rolling Stone magazine revealed that Yemi Alade also recorded a verse for an earlier version of My Power.
With four albums, one EP and hits such as Johnny, Ferrari, Na Gode and Bum Bum under her belt, as one of the first females in the genre to hit over 100 million views on YouTube and over two million dedicated subscribers, Yemi Alade is the No. 1 Afropop female artist on the African continent.
Beyond the studio, Yemi continues to make an impact in the entertainment world, donning titles such as composer, actress, and producer.
She is a BET Awards 2015 and 2016 nominee for Best International Act Africa, a two-time nominee at the MOBO Awards for Best International Act 2014 and 2015, and winner of the MTV Africa Music Awards (MAMAs) for Best Female in 2015 and 2016.