Renowned Nigerian singer Inetimi Alfred Odon, professionally known as Timaya
Renowned Nigerian singer Inetimi Alfred Odon, professionally known as Timaya believes that today’s generation of musicians has a smoother path to success than those who started in the early 2000s and 2010s.
Speaking in a recent episode of the Afrobeats Intelligence podcast with host Joey Akan, the singer shared his thoughts on how technological advancements and the rise of social media have transformed the music landscape.
“Making music is easier for the new crop of musicians than in my time,” Timaya stated. “Ahn ahn, before how do you want to blow? It’s only one person that has all the control.”
He recounted the challenges he faced earlier in his career, including difficulties with music rights and access to distribution channels.
“This ‘Odeshi’ song that I did with Flavour, we got to realise that it was Premier Music that has the catalogue. We wanted to do ‘Can I have A Dance?’, who did we contact? Premier. We paid again.”
Comparing those days to now, he pointed out that musicians today can record from home, upload their songs online, and go viral overnight. “Right now, your father or your mother can just buy you studio equipment, you do one bad song. You can even just register yourself. One TikTok song and you are made. All you need is data,” he said.
The ‘Born to Win’ hitmaker further noted how difficult it used to be to get airplay. “Back then, we want to get… Before dem go play your song sef for radio station enh! Ahhh! It was difficult. Now you are uploading a song. It’s very very fast to blow now. You can just be in your house and be shouting,” he added with humour.
Although he welcomes the change and acknowledges the opportunities it offers, Timaya admitted that adapting to the digital era hasn’t been easy for him. “I also like it. But because I didn’t start like that, it’s difficult for me. It’s stressful posting. Sometimes, I think I don’t have to. But it’s the business, I got to.”
Timaya’s comments echo the sentiments of many veteran artists who have had to evolve in an ever-changing industry shaped by the internet and social platforms.
