Renowned Nigerian singer Inetimi Alfred Odon, popularly known as Timaya, has shared candid thoughts on the evolving landscape of the music industry, asserting that the current generation of artists enjoys an easier route to success than those who emerged in the early 2000s and 2010s.
Speaking on a recent episode of the Afrobeats Intelligence podcast hosted by Joey Akan, Timaya discussed how technology and social media have significantly lowered the barriers for upcoming artists to achieve fame.
“Making music is easier for the new crop of musicians than in my time,” Timaya emphasized. “Ahn ahn, before how do you want to blow? It’s only one person that has all the control.”
Reflecting on the early days of his career, the ‘Dem Mama’ hitmaker recalled the struggles artists faced with access to music rights and distribution channels. He cited the example of his collaboration with Flavour on the song Odeshi, revealing how rights were tightly controlled by music labels. “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,” he explained.
Timaya contrasted these challenges with the opportunities available to today’s artists. “Now, your father or your mother can just buy you studio equipment. You do one bad song, you can register yourself, upload your song, and go viral on TikTok. All you need is data,” he said.
He further noted how airplay—once a significant hurdle—has been democratized by streaming and social platforms. “Back then, before they play your song on radio, it was difficult. Now you just upload a song. It’s fast to blow now. You can just be in your house and be shouting,” he added with a touch of humour.
Despite acknowledging the immense benefits of the digital age, Timaya admitted that adapting hasn’t been entirely seamless 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,” he confessed.
Timaya’s reflections are a testament to the dramatic shifts in the music ecosystem, where digital tools have empowered a new generation of artists to bypass traditional gatekeepers and connect directly with fans.
His experience underscores a broader narrative shared by many veteran musicians, who recognize both the opportunities and challenges brought by technology in a rapidly evolving industry. As the music world continues to change, artists like Timaya offer valuable insights into the journey from analogue to digital success.
