She is a multifaceted artist, born in Ghana but raised in Nigeria. Barbara Alli found her musical calling at the tender age of six, and her passion for singing soon blossomed into an undeniable talent. Over the years, she honed her skills, drawing inspiration from musical legends like Beyonce Knowles, Michael Jackson, and Fela Kuti to craft her unique Afro-Pop style. In 2004, her journey took her to Austria, where she made Vienna her home and continued to evolve her artistic prowess. Here, she not only became an established artist but also fulfilled her lifelong dream of aiding the less privileged in her homeland, bridging the gap between European-African fashion and her rich cultural heritage.
This conversation digs into her enthralling story, examining how she’s found her place in the world through music, design, and a dedication to giving back.
FAB: You share both Nigerian and Ghanaian genes, but you identify more with Yoruba. What makes this culture so special to you?
Barbara Alli: It’s not that I purposely chose to; my dad is mixed. He is a mixture of Hausa and Yoruba; he grew up in Nigeria. I was born in Ghana, and my dad always travelled between Ghana and Nigeria for work. My mum is a trader; she trades gold, and she also has a lot to do between Nigeria and Ghana. Both of them decided to move to Nigeria when I was four years old. Since then, I’ve been more of a Nigerian. It was where I grew up, where I went to school, and where I spent the rest of my childhood. When I became an adult, I thought to myself that I would like to go back to my country. A few of my family members are still in Ghana, so I decided to visit one of my aunts there. I was able to see the country where I was born and raised. I am in Europe now, and I’ve lived here more than anywhere in Africa. Where can I really say I’m from? I’m from this world.
From Europe to Africa: A Journey of Two Decades
FAB: You’ll clock 20 years in Europe by next year. That’s a lot of time.
Barbara Alli: Really, I don’t wanna think back. I told myself I wanted to stay for 6 months, and it was extended. No way. That’s a lot.
FAB: Let’s talk about your songs; they often carry powerful messages and emotions. Can you share with us a particular song that holds a significant personal story or message?
Barbara Alli: You’re bringing me to a very expensive space. I don’t know any of my songs that aren’t attached to any of my life’s stories because I don’t like to write regular songs about money, sex, and love. It has to be a real-life story. Sometimes I get very emotional when I go through my own lyrics and even when I sing.
I always like to have Yoruba people in my crowd so that it resonates with my audience. Sometimes I wish everyone could understand what I’m singing about. There’s this emotion that you get that brings you back to your childhood and makes you think about the things you could have done better. One of the songs I really love (I love most of my songs) because I’m very critical about my songs, talking about lyrics, is Ileya. It is one of the songs that addressed when I first went to Nigeria after spending seven years in Europe, which was supposed to be six months. I realised it’s not the way it seems; you gotta find your way out.
We always thought that Europe was gold and diamonds and stuff like that, but it’s not. Going back, I had to reflect a lot on my childhood, on the things I’ve gone through and the people that I’ve met, and on how long I stayed in Europe without a chance to fly back due to different circumstances. That made me write Ileya. When I was on the plane going back home, I thought about how I’d left my family behind for so long, and it felt like coming back home. That home is something I’ve always wanted to go back to. If you’re a foreigner, you’re automatically attached to your home. You get homesick sometimes.
When I was new here, I wished someone had told me how bad things could get, and I wanted to go back home as quickly as possible. I was just hoping for a day when I would go home. So, when the time came, I thought “Ile ya”. That kinda just came to me. I remember writing the song on the plane. I asked myself what it felt like to be at home, putting all these words together. Ileya kinda opened my eyes to see that no matter how long the journey is, it’s really great to think about the family that loves you. It’s great to still think of the people you grew up with back home. Also, encourage people who don’t have reasons to go back home—people who don’t have families to go back to—but there’s always a connection to their motherland, Africa, and to whatever culture they come from. Do not forget the bond. Ileya is one of the songs that always reminds me of who I am and where I come from.
Challenges as an African Artist in Europe
FAB: Building your career in a foreign country must have had its own challenges. How did you overcome some of these obstacles and establish yourself as an artist in Austria?
Barbara Alli: There are still challenges, and there will always be challenges. That’s one thing I’ve figured out. One of the things I’ve learned over the years is to be determined, to stay focused, and to know exactly what I want. In the beginning, I did not know exactly what I wanted, but I discovered that I had a lot more talent than just being a singer and songwriter. I was just holding on to what my mum had always reminded me of. She told me to always speak Yoruba and remind myself of who I am and where I come from. That gives me a lot of power and encouragement to focus my energy on the topic of Africa. I know Africa is big, but it’s my homeland, and I’m responsible for promoting my culture.
Basically, the challenges were huge; no one told me about them, and I wasn’t prepared. Like I said, being determined is one thing that has helped shape me into who I am today. I know that racism is a big deal, and my colour is a big deal. I think about how I can give back to the country and make a change, the things I want, and how I want to express myself. At the beginning, the challenges were about me being an African woman with black skin. Seeing myself different from everyone else was normal, and when I’d see other black people on the street, it made me happy and not feel alone.
I was very courageous to hold on; I kept regular communication with my parents and tried to believe in myself despite the circumstances and challenges. When you’re in another man’s country, there’s a lot of figuring out to do, and there are lots of challenges that will make you doubt yourself. Along the way, I figured out that once you know who you are, there are no challenges you cannot overcome. That has helped me not let my challenges break me.
African Fabrics and Their Role in Barbara Alli’s Collections
FAB: You empower the less privileged in your own country. Could you share how your initiative came about and how it intertwined with your love for music and fashion?
Barbara Alli: HANDMADESTORY has always been my desire. I’ve always wanted to give back to my culture and country. HANDMADESTORY came from my love for creating hairstyles. I loved to make hair when I was a little girl, and it helped connect me to people when I got to Europe. Handmade is something I’ve always connected with, and hair was my first inspiration when it came to handmade. When I first started my music career, I discovered that I needed clothes for my performances. Before I started singing, I used to dance. I have a dancing group that I used to manage as well, not only as a dancer in the group but also as the manager of the artists.
For an artist to be different, they have to have their own style, be unique, and be different from what is already known. I wanted something that would make things special and make people want to book us—things that would enhance our stage presence. I decided to design costumes for my dance crew then.
When I went into music, I told my mum I needed costumes, so she sent me a lot of Aso Oke, Agbada, Iro, and Buba. Aso Oke was one of the fabrics that brought my attention to designing before I started to use Ankara and the like. She sent me more clothing than I needed. I started by making accessories to enhance my looks. They were simple but elegant designs, and that made it easier for me to stand out more. I know it’s also about appearance.
People started to compliment me and ask how I got the clothes. A friend of mine, Ayo Van Elmar, who once featured me, asked me to come to a fashion show in Vienna. After that, she asked me to bring my earrings to her shop so she could sell them for me. She did that, and it opened my eyes to see that the world needed my earrings, and I sold out. I found out that people liked my designs, so I made some more, and then I launched a collection. That’s how it happened.
FAB: How do these fabrics become more than just materials but an integral part of the stories you tell through your collections?
Barbara Alli: For me, African fabric is more than just fabric. At some point, I did my research to really see where African fabric originated from. It was a signal to me to stay connected to my culture, and giving back gives me more joy. I see the way our fathers and mothers wore African fabric back in the day, and I love it. Oh! I love to see people wear it during festivals, embracing the culture. I never really like to be wrapped in iro and buba. (Laughters) I thought it made me look way older than I am.
I thought of an alternative for people like me who do not like to wear iro and buba. First, I researched what was already out there before creating my own designs because I do not like to do what’s already common. I saw that people are really embracing their culture, and it gave me the motivation to create what is missing—something new. I saw that the accessories were not there yet. So I did that. It suits European taste, and it also showcases my culture. It’s wearable and combinable with different outfits.
Giving back was a necessity because I see how important that is to me. Although nowadays a lot of designers use African fabrics, back then I made it my signature. It reminds me of who I am and helps other people embrace their culture.
Music, Fashion, and Creative Pursuits
FAB: How do you strike a balance between your different career paths and your busy schedule? What keeps you motivated?
Barbara Alli: Seeing the dynamics of my field motivates me. I love music; I don’t see anyone who doesn’t love music. Music and fashion work together. There’s no single day a human will wake up without clothing, and people always have variety in their wardrobe. I try to focus on what is good, and that gives me joy every single day as I work towards my goals. It’s even better when I see people embracing my designs, and that gives me so much joy. My motivation is maintaining consistency and waking up every day excited to do what I do best.
FAB: Creative processes can be both exhilarating and tiring. How do you overcome creative blocks and maintain artistic momentum when you’re motivated but not inspired?
Barbara Alli: Trust me, I have these moments, but I have found a way to address these challenges. That’s also why I am very diverse in my creative work. Getting stuck is a general thing for artists, but I have figured out how to not let that weigh me down. When I get stuck and do not have the right lyrics, I just leave and try to do something completely different, and I find inspiration through that. I also take walks in the forest, maybe, or go off social media. I lay everything down and create some silent moments. Getting stuck is a great challenge for artists.
FAB: Looking ahead, what are your aspirations for your fashion, music, and overall creative journey? Is there any project we should look out for from Barbara Ali?
Barbara Alli: I would love to be more engaged. Travelling is one of the things I’m looking forward to right now. For me, travelling is education; it opens up my mind to see the world, how other people deal with life, and how they handle situations. I want to dwell more on this; I really want to be seen more. I want to go to different places to auction my designs. And I want to partake in several fashion weeks. Vienna, to me, is still a place that needs to grow fashion-wise. People tell me I should be in Milan, New York, or Paris, but why not stay here with people who are in love with this kind of fashion? I want to go out and figure out what’s out there, how to be more creative, and how to do more collaborations.
COVID taught me to slow down and take it easy. My big projects are on hold right now, but I would love to release my wedding collection. I would love to finally bring out that piece that can be worn in fifty different ways. It is a piece of art, and I would love to address the world with that, to remind humanity that we are one human, one race. We are all one, no matter what. One day, I hope it goes around the world and people will find a reason to buy it.
Fun Zone: #FabFastFive
- FAB: If you could have a superpower, what would it be?
Barbara: I would want to make Africa great again. - FAB: Eating in or eating out?
Barbara: I love cooking, but I love eating out. - FAB: If you only had three minutes in a grocery store, what would you buy?
Barbara: Lots of vegetables and fish. - FAB: What is that one song you can listen to over and over again?
Barbara: Smile for Me by Simi (I listen to jazz over and over again.) - FAB: What’s the easiest way to make me laugh?
Barbara: When you’re yourself and you don’t hide anything, you can easily make me laugh
