After only catching glimpses of her in photos on her Tumblr late 2025, a connection was finally made with the South London-based artist earlier this year when, this time, the then-twenty-one-year old was miming and vibing in another music video for a song they had just released exclusively on the blogging platform. The music escapes memory, but the muted colours, handheld cam and retro grain of the picture remain. And when you finally settle into Sade Olutola’s music, the last piece of the puzzle, it all makes sense.

Olutola’s Tumblr community is a slice of the blog’s quiet revival being fuelled by young people and their 2010s nostalgia. But this isn’t just a Tumblr affair for the British-Nigerian. From shooting music videos on multiple iPhone 4s, to the digicam aesthetic of her photos, and the bloomers, the net pop socks and gloves, vintage boots, leopard prints, and the chunky spiral pendants, brick by brick, Sade Olutola is reaching for, and building a world inspired by her, and her nostalgia. In May 2026, Deeds Magazine sat down with Olutola in an exclusive conversation to discuss her music, world-building, and the different shades of her person.

Fortune, for Deeds Magazine:

Hi Sade! How’re you doing?

Sade Olutola:

Hi Fortune! I’m good. How’re you?

I’m good, too. Great to finally have you. How was your session?

I’m still in it. It’s been amazing.

Oh, great. And how often do you do these sessions?

Honestly, I've been working a lot recently, so it's just once a week. But I'm trying to quit my job to do music full-time, so hopefully it'd be like three, four times a week, and from there I would like to be in the studio every day.

That's cool. I thought it was chill how quickly you responded to my Tumblr Ask the other day.

Oh, no, I feel like Tumblr is the best way to reach me, honestly.

I thought so.

Yeah. Because no one's on there, and I like that.

Exactly: no one's on there.

All these other apps, Oh My God. And I liked your little note. It was so cute. I love that you're Nigerian as well. Stand up!

Haha, yeah. And it was on Tumblr that I first found you, too. That was like last year.

Oh, really? Wait, you found me on Tumblr? 

Yeah. And it was surprising how the algorithm brought you my way. A friend had made me join just a while before. Then one day, while scrolling, I saw a Nigerian name: Sade Olutola. And the rest is history.

Really? 

Yeah. And so it’s crazy that we're having this interview right now.

That’s my favorite story. Like, it's so authentic. Because nobody's on there, do you understand?  You have to be a very special kind of amazing person to find me there.

Taking that as a compliment. I think what about you I find the most fascinating is the painstakingness of your world-building: Your Tumblr, the dressing, the music—the way they all come together. And you come across to me as an artist with … ‘musical patience.’ Am I right? 

Yes, thank you. I'm very specific. Even to my own detriment. The amount of stress I put my producer through to get my EP out is insane.

Luca? 

Yeah, Luca, yeah. You know my whole life story, wow.

Haha. Been doing my homework.

Yes, yes, you have. I love that.

Do you then think your music is the soundtrack for this world, or it's a separate thing?

No, I think I am the source. When I decide to make a visual, that is coming from me. And when I decide to make music, that's coming from me. So I think what ties my brand together is me. I want everything to be true to myself. Whenever I go about stuff, I have these three pillars: nostalgia, community, and authenticity. So I think that's what makes all I do feel cohesive. I am always trying, trying to be as true to myself as I possibly can.

I feel that. What did you listen to before 11? 

That's actually a good question. Before 11, um, I wasn't listening to Ed Sheeran—Oh, I think I was just listening to whatever was on the radio, from movies and stuff. And I remember I liked that song, “Uptown Funk” by Bruno Mars. I loved the black pop girls, too. Rihanna, Nicki, Beyonce. I knew that I loved them. But when I got my iPods at 11, I locked in. And that was the foundation.

Like you were in control. 

Yeah, do you see what I mean?

Interesting because I've seen stories of the Ed Sheeran phase, and been curious about what was before that.

That's a very good question, actually, because I haven't talked about that.

Growing up on Tumblr, were there any artists that you fangirled on there?

So, I'm not gonna lie, I went through a K-pop phase. So if you scroll down my Tumblr, you'll see that it's lots of BTS, haha.

Oh, wow.

Yeah, so I was really, really into BTS back then. But besides that, I was actually on Tumblr for artsy reasons. I would look at photographs and all. It was more of the artsy side than music.

You know, this makes sense because I was reading something like two weeks ago on this curator, and she mentioned that it was on Tumblr that she first found her connection with the contemporary African visual artists that shaped her introduction to the field. Artists like Lana Del Rey and Tyler, the Creator, too, who built on Tumblr, also suggest a trend of visual-oriented artists using the blog in those days. And I think you are, too.

Yeah, I am. On my iPod, there was Beyoncé's self-titled visual album. She made a music video for every song, so I was inspired by that. Honestly, I'm not going to lie, when Beyonce said that, Oh, she's the first person to do that, I was thinking, I would have done that anyway, haha. I always thought, when you've written a hard song, and you put it out, why is there not a video to it? I always want to see a video. So, “Arrow Heart”, my EP, is a visual album. I'm working on a music video for each single, every one. ‘Game for Two’ is coming out soon, so look out for that. 

Oh, I'm looking forward to that.

Thank you.

Talking about Beyonce, what do you like about the song with J. Cole, ‘Party’?

That's my favourite song! But did you know that, though? 

Haha yeah, I did.

Haha, how did you find that out? That's so random. I never put that out anywhere. Anyway, I love that song. It’s so amazing because I like how she calls Ay, Ay in the chorus, making actual party sounds. I think that's genius. And then J. Cole's verse, oh, it's just so silly and fun and embodies what it feels like to party. It also sounds old-school, and I just love anything that sounds a little bit retro. The vocals are amazing too—it's Beyonce, what do you mean?

Haha right. In that case, which rapper would you say has had the most influence on you? Because it looks like ‘Party’ for you is more of Beyonce than the J.Cole feature.

Yeah, but he carried, though—I'm not gonna lie. Rappers that influence me, I'm not gonna lie, the reason I rap is because of Ed Sheeran. I would listen to “Multiply” on repeat every night. I learned all the lyrics back to back, and I didn't even know what Genius was. Number two, I love A Tribe Called Quest, love Q-Tip, love Kanye West as well. But my style, the way that I sing, that I rap, is literally from Ed Sheeran.

Baba mi sọ fún mi / Sade, take it easy / Listen to your daddy. What song is that?

Yo, that song is so bad. Haha.

Is it?

Haha, that song is so … That's like the worst thing I've ever written. 

Haha, no, I don’t think it was that bad. 

No, I was spitting, though. (Hums the chorus)

The flow.

It was a vibe.

Still remember the title? 

Yeah, it's, wait—it's ‘Sọ fun mi’

That's it, yeah. Was that when you were in Nigeria?

No, actually. That was when I came back, when I was 18. 

So, is there any chance this Nigerianness would ever get into your music again? 

Yes, definitely. Do you know Cruel Santino?

What? He’s like my top-three.

I have to make something with him. He's like my favourite artist. I really want to go into the alté scene. I want people to know that I'm Nigerian.

I feel like if you were Nigerian-based, you’d be on the alté scene.

Exactly. I feel like the alté scene is just waiting for me.

What was the feeling like at the release party?

Oh, I was overwhelmed. I couldn't believe that I had a fan base out in America, so I was really shocked that so many people came to support me. And their vibe was all bubbly and fun. London has this very ‘tush’ vibe, stiff, but no, no, my listeners aren't like that, but it was crazy that I was meeting strangers, and they were all acting like I'm their sister. I really appreciated that.

I can imagine that. So you’ve also said that you buy bouquets weekly. Tell me about that.

Oh, I do that because I realized that as we grow older, we start to take less care of ourselves and prioritize work and doing hard things to push our career and stuff. And I feel like when you're overworking yourself, it’s a form of abuse in some way, or just not giving yourself any time. So for me, my gift to myself every week is to make sure that there are fresh flowers on my table. It’s a very small thing, but when I look at my new flowers, they make me happy, and, honestly, everybody needs to just work a bit harder to take care of themselves. That’s like my little idea of fun, and it keeps me sane.

Deep.

Laughs.

Yeah, really. So. Why nostalgia?

Nostalgia because, I'm not gonna lie, I feel like it's because I didn't really have an exciting childhood. I think that's why I'm always trying to ... Like me trying to create the childhood that I wanted. And also, I love things that feel old; they feel like home. In this day and age, things are moving too fast, like AI—things are getting faster and, I don't know, there's just beauty in how old things used to be, and how processes took longer, how things were simpler. I think I'm just trying to cling to that by making my visuals feel like those times. Nostalgia feels like safety, do you know what I mean?

Yeah, I feel you. Because, even in theory, nostalgia is romantic: how it has to do with selective remembering, filtering comfort times, and helping you revisit these moments, without actually returning. 

Yeah, literally. Definitely. Makes a lot of sense. 

What does visibility feel like now to you, Sade?

Honestly, I feel blessed. I feel like God has helped me do my thing, and I'm just very grateful to him. And, I'm just trying to take it easy, slowly, step-by-step, because I get imposter syndrome sometimes.

Laughs.

Yeah, really. So. Why nostalgia?

Nostalgia because, I'm not gonna lie, I feel like it's because I didn't really have an exciting childhood. I think that's why I'm always trying to ... Like me trying to create the childhood that I wanted. And also, I love things that feel old; they feel like home. In this day and age, things are moving too fast, like AI—things are getting faster and, I don't know, there's just beauty in how old things used to be, and how processes took longer, how things were simpler. I think I'm just trying to cling to that by making my visuals feel like those times. Nostalgia feels like safety, do you know what I mean?

Yeah, I feel you. Because, even in theory, nostalgia is romantic: how it has to do with selective remembering, filtering comfort times, and helping you revisit these moments, without actually returning. 

Yeah, literally. Definitely. Makes a lot of sense. 

What does visibility feel like now to you, Sade?

Honestly, I feel blessed. I feel like God has helped me do my thing, and I'm just very grateful to him. And, I'm just trying to take it easy, slowly, step-by-step, because I get imposter syndrome sometimes.

I mean, that's unavoidable.

Yeah, or, like, it happens that I comment something, and someone gets excited and I’m like, I'm literally nobody, can you calm down? Haha. I’ve had people stop me in public and go ‘Oh, I listen to your music.’ And I’m like, you do? I haven't really adjusted to people actually knowing me. It’s insane. In my mind, obviously, I'm the same person, because I'm me. But I still can't just believe it.

Do you also ever think that this visibility, because of how generic it can get, could threaten your aesthetic?

One thing about me is I’m going to be true to myself throughout. I like things that are authentic, and I think that is something that the music industry is missing: everything is so clean and polished. So I would like to stay as raw and DIY as I possibly can, and I think that is what makes my brand special. I don't think there's any need to change, even if there's money, big labels and stuff, like, I would always be true to myself.

And I feel like one can always tell when someone is truly being authentic, and I can say I see that in you.

Thank you. 

Also, I like those leopard-print soles.

Thank you. Thank you, I love that.

I think another fascinating thing about you, to me, apart from the world building, is how your style has evolved over the years. I came upon a couple of old videos of you in white and black and I thought, Oh, it's been a long time coming. But it was also beautiful to see that growth arc. 

Yeah! I'm scared, do you know where I live? 

Ha! Maybe. I might.

Haha, yeah, I went through a little emo phase. I feel like I’m still evolving. Fashion, for me, is not over.

That's great. Talking about fashion, obviously you are best known for music, but I know there're other things you do: painting, designing. But music is the most popular. How then do you tend to these other interests, without neglecting them, and while trying to not get boxed?

Do you know something? It's a battle right now. Because music is taking a lot of my time, and I also work. But I really want to be known as an artist, not just music, because I am really quite good at painting. And I also really enjoy designing. So what I do for now is paint on weekends, do sketches and everything, but there will be a time where I'll take that very seriously also and promote it just as hard as my music, because I feel like there isn't anybody doing that. The closest person I can think of is one of my biggest inspirations, Mowalola. 

Oh I know her. 

Basically I'm gonna be Mowalola and Slawn if they were one. That's it, that's it, that's it! 

Haha I get that. If you were to make a Nigerian playlist of five artists, who would be on it? 

Listen: Luwa.Mp4! (Sings CYK BADDIE) 

I like that song.

So much. Then his sister, Indi.

Oh, Indi’s good.

She is. I love her so much. Then, I guess Mowalola—she's got some bangers. And Rema! That’s actually my favorite artist of all time in the Afrobeats scene. I’ll literally die for that—

Hmm, are you sure this is just about the music?

Hahaha he’s also a very fine boy. But um, we’re not gonna talk about that. Anyway, I have one more artist. Trying to think …

Tems?

Tems! Sorry, she's my favorite! I love her so much. A vocal killer. 

Was it ‘Replay’, the song of hers you were trying to play the guitar to? 

I can't believe you found that by the way. I'm terrified.

You should be haha. We haven't talked about “Arrow Heart”, imagine. 

It's okay. People always ask me about that, so it's like I have to repeat the same thing.

True. On the EP, ‘Ready 4 It’ is my favourite. What do you think about that?

Wow, I love that. I appreciate that. Because ‘Ready 4 It’, I feel like it's a hard song to sonically digest. So if you like ‘Ready 4 It’, you just have taste.

Right, thank you. I like ‘Grey Matter’ a lot too because of how visual it is to me. I feel like the EP is a non-linear story. Well, that's if it's about one person. As a heartbreak album, I was wondering if the stories were all about the same guy, or—

Yes!

The same guy?

The same guy! 

That's crazy.

That's crazy!

That must have been one big rollercoaster.

Like... If I tell you! 

Because, there was a point where it was all good. That's probably on ‘Grey Matter’. Like a low-key relationship, and then there was ‘2099’ where you clocked that he was cheating, and on ‘Don’t Bother’ he's trying to explain why he cheated and you’re saying ‘Nah, don’t bother, man.’

Yeah, literally.

And then there was ‘Ready 4 It’ where it’s like he’s trying to apologize but you’re giving him your conditions. On ‘Game for Two’ you have come to terms with the reality of the relationship. It is tense, & there’s the tone of resignation that makes it just a perfect way to close the EP.

Wow, you really studied my work. I’m honored. Thank you for that.

It’s my pleasure. Enjoyed it. So, I got a song rec for you, Sade.

Oh, thank you. What is it?

‘Omoge Wa Jo’.

Wait, but I love that song!

You know the OG version, too?

Oh, the one that he sampled?

Yeah, the one he sampled.

Oh, okay.

I love that one as well. But listen to the OG version.

I will.

Now, your turn.

Oh. Um, Indi's new song!

Oh, I saw that. But I haven't listened yet, so I’m going to.

I can’t remember what it's called. I think it's only on YouTube. She ate that up.

I'll check. It was a pleasure having you around, Sade.

Oh, likewise. You’re great. I hope you enjoy the rest of your evening.

I hope you have an amazing end to your session, too. 

IG: @fortuneakande
Photo Credits: Sade Olutola Team