‘Sade’, a cover of One Direction’s ‘Story Of My Life’, shot Adekunle Kosoko (popular Adekunle Gold) into limelight in 2015.

The young songwriter started out as a graphics designer and worked on a design for legendary indigenous street rapper, Olamide’s record label – YBNL Records.

After ‘Sade’ became popular, Adekunle got a record deal with the same label and his story changed forever.

Alongside his best friend and leader of his 79th Element band, Seyifunmi Michael, Adekunle worked very hard to get the audience he has at the moment by dropping alternative world and traditional folklore music to which he can boast of two albums.

However, in recent times, the father of one seems to have done a lot of rebranding as regards his lifestyle, personality and music.

The tall, lanky, local singer who was seen most times with an African traditional cap on seems to have added a lot of flesh, replaced the cap with a durag and never wears a shirt without laying bare his chest which suggests he has recently been taking workout seriously.

In 2019, he dropped ‘Young Love’ which gave a window of the new Adekunle Gold sound.

The singer has dumped alternative world music for Afropop which covers any sound that mixes sounds from the western world with those from Africa.

His latest single, ‘Something Different’, has been all over the airwaves and everybody seems to be loving this new Adekunle who now prefers to be referred to as “AG Baby”.

But will this acceptance always be? What will happen to his brand when this sense of ‘newness’ dies in the eyes and ears of his audience?

Will they miss the alternative Adekunle or stick to this ‘rogue’ and more adventurous AG Baby? I leave time and his brand managers to answer these questions.