By Will Tomalin
Photography: Luke Brown
The shrill ring tone of the Microsoft Teams call is suddenly broken as Sharifa Olateju picks up. First impressions? He is cool, very cool, and within minutes of the formalities, it is evident that creativity courses through his veins.
The uber talented, emerging musician is destined for the top. From the outset, his concepts and philosophy both to music and the creative industries as a whole are innovative and open-minded.
Sharifa wears: Mfpen, Shirt, £155, mfpen.com
Neither is he a stranger to taking leaps into the unknown. It is no mean feat to move from the slow pace of Derbyshire life and jump into the inferno of express paced life in London at just the age of 16, but risk is often rewarded.
And with Sharifa, the rewards are certainly beginning to arrive. The prodigious talent has already garnered extensive attention from the likes of BBC Radio London, 1XTRA and NME, amongst others…
“He’s been influencing me a lot, especially for this merge of genres that I’’m trying to step into, brakence is definitely a pioneer for that...”
But as we kick off our conversation it appears I have caught him in the middle of an identity crisis. Immediately, I made the clumsy mistake of asking him about his most influential and formative albums, naïve considering the quantity and variety of music that Sharifa tells me he has on rotation.
Nevertheless he obliges my request and cites the lyrical masterpiece Things Fall Apart by The Roots, and Travis Scott’s Astroworld, the trap infused influence evident in some of Sharifa’s work. But there is one album he singles out that he cites as his greatest inspiration, Hypochondriac by brakence.
Sharifa wears: Wax, Overshirt, £155, waxlondon.com
The hyperpop sound that shines through on the record is something that is catalysing Sharifa to morph into his own discography. “He’s been influencing me a lot, especially for this merge of genres that I’’m trying to step into, brakence is definitely a pioneer for that”.
When asked about the new direction of his music, Sharifa’s eyes lit up with an infectious excitement, his energy almost tangible. “I’m gonna go a bit different with it,” he declared, hinting at a revolutionary fusion of genres. Currently, he’s in the lab concocting a blend that’s part pop, part hyperpop, all underscored by a heavy rock and grungy edge.
“Some days I might go in listening to a certain genre and think, you know what, I might just attempt that today...”
This sonic alchemy maintains his core message while flipping the genre script entirely. “To start off, the main merge would be trap, rock, and hyperpop,” he explained, marking a stark departure from his trap-heavy past. “I don’t think the trap influence will ever go,” he confessed. “But trap can be repetitive. I’m making the same song every day - why am I shutting everything else off?”
Sharifa’s creative curiosity is palpable, turning his studio sessions into vibrant playgrounds of sound. “Some days I might go in listening to a certain genre and think, you know what, I might just attempt that today,” he said, eyes gleaming.
Sharifa wears: Wax, Overshirt, £145, waxlondon.com; Wax, Jeans, £110, waxlondon.com
His voice carried the thrill of discovery, hinting at the treasures hidden in uncharted musical territories. Recently, he even toyed with a house song laced with pop vocals. “I might need an alter ego,” he mused, his mind clearly racing with possibilities.
His process is a rollercoaster ride, driven by daily moods and raw emotion, leading to music that’s spontaneous, vibrant, and heartfelt. “If I’m in that mood today, I can make that tune today,” he said, underscoring his passion-driven methodology with a sense of unbridled freedom.
“I create the song first, then let the producers work their magic afterwards...”
For Sharifa, the creative spark often ignites from within. “I don’t always need a reference,” he noted, highlighting his innate ability to generate ideas. “Sometimes you just need to listen to a song to remember you’re here to make music.” This balance of inspiration and originality fuels his fearless approach to music.
Unlike many artists who build songs around beats, Sharifa prefers an alternative approach. “I create the song first, then let the producers work their magic afterwards”, he said, collaborating closely with up to three producers at a time.
Sharifa wears: Mfpen, Shirt, £155, mfpen.com
This method ensures his lyrical content remains untainted by pre-made tracks, allowing for pure, undiluted creativity. His process is a testament to his dedication to his craft, emphasising content over convenience.
Reflecting on his future, Sharifa’s philosophy is refreshingly grounded. “I actually don’t want to think about that,” he revealed when asked about his ten-year plan. “I really want to focus on what I’m doing now.” This mindset, shaped by early expectations and the harsh realities of living in London, keeps him laser-focused on the present.
"Music is the ultimate, though...”
“Surviving in a place like London is mad,” he admitted with a mix of disbelief and resilience. “I don’t know how people can afford anything out here!” The challenges of city life have undoubtedly influenced his music, but they have also shaped his tenacity. “If I’m going through a really bad housing situation, I couldn’t make very good music. It does play a part,” he conceded, yet there was a defiant glint in his eye that suggested these obstacles would not hold him back for long.
Sharifa’s vision is shaped by short-to-mid-term goals. “Saving a certain amount of money, having my own flat - music is the ultimate, though.” His candid reflection on success and its evolving definition speaks volumes about his maturity and resilience.
“What I thought was successful five years ago is different to what I think is successful now, and in five years’ time, it might be different again,” he reflected, his tone imbued with wisdom beyond his years.
His passion for music, his willingness to experiment, and his unflinching honesty about life’s challenges paint the picture of a truly dynamic talent. With an EP on the horizon, Sharifa’s fearless genre-blending and heartfelt creativity promise to usher in a thrilling new chapter for this emerging artist.
As he stands poised to redefine his sound, one can only anticipate the electrifying heights his musical journey will reach.
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