Veteran Nigerian singer Inetimi Alfred Odon, popularly known as Timaya, has highlighted the dramatic transformation of the music industry, noting that breaking into the scene today is significantly easier than it was during his rise to fame in the 2000s and 2010s.
In a candid conversation on the Afrobeats Intelligence podcast, hosted by music journalist Joey Akan, the ‘Egberi Papa 1 of Bayelsa’ credited advancements in technology and the rise of social media platforms for leveling the playing field for aspiring artists.
Speaking with the authority of a trailblazer who navigated the industry’s early challenges, Timaya contrasted the current landscape with the hurdles he and his contemporaries faced. “Making music is easier for the new crop of musicians than in my time,” he said. “Back then, it was only one person that had all the control.”
He referenced the stranglehold major music labels, such as Premier Music, had on the industry, controlling song catalogs and distribution channels.Timaya recounted how collaborations, like his hit song Odeshi with Flavour, required navigating bureaucratic bottlenecks and paying hefty fees to secure rights from labels.
The Dem Mama crooner explained that the barriers to entry have significantly lowered, thanks to accessible recording technology and platforms like TikTok, Instagram, and YouTube. “Right now, your father or your mother can just buy you studio equipment, you do one bad song,” Timaya said. “One TikTok song and you are made. All you need is data.”
He emphasized that artists today can record, upload, and promote their music directly from their homes, bypassing traditional gatekeepers like radio stations and record labels. “It’s very, very fast to blow now,” he added, noting that a single viral moment can catapult an artist to fame.
However, Timaya admitted that adapting to this new reality has been challenging for veterans like himself. “Because I didn’t start like that, it’s difficult for me,” he confessed. “It’s stressful posting. Sometimes, I think I don’t have to. But it’s the business; I’ve got to.” His remarks underscore the pressure even established artists face to stay relevant in an era dominated by social media algorithms and constant content creation.
The Bayelsa-born star’s reflections come at a time when Afrobeats continues its global ascent, with new artists like Rema, Tems, and Ayra Starr leveraging digital platforms to achieve international success.
Timaya’s comments also hint at a trade-off. While access has expanded, the saturation of content online means artists must work harder to stand out in an increasingly crowded digital space. His nostalgia for the grit of the early days, coupled with his acknowledgment of the opportunities today’s artists enjoy, paints a vivid picture of an industry in flux.
WHAT YOU SHOULD KNOW
Timaya’s reflections on the Afrobeats Intelligence podcast reveal a transformed music industry where technology and social media have drastically lowered barriers to entry, enabling aspiring artists to achieve fame with minimal resources compared to the 2000s and 2010s.
