Veteran Nigerian singer Timaya has shared his thoughts on the evolution of the music industry, stating that it is much easier for artists to gain fame today than it was during his own rise to stardom.
The Dem Mama crooner made the revelation during a recent appearance on the Afrobeats Intelligence podcast hosted by Joey Akan, where he reflected on the technological advancements and increased access to social media that have reshaped the music business.
“Now You Just Need Data and a TikTok Hit”
Timaya pointed out that the barriers to entry in the music industry have significantly reduced, thanks to tools like affordable recording equipment, digital distribution platforms, and viral social media apps.
“Making music is easier for the new crop of musicians than in my time,” he said. “Back then, before you blow, only one person had all the control. You’d go through labels, beg for radio airplay. It was tough.”
Recalling his recent experience working on the track ‘Odeshi’ with Flavour, Timaya explained how rights and licensing issues still tie back to traditional music structures.
“We found out Premier Music had the catalogue, and we had to pay again just to use it. But today, anyone can buy studio equipment, record at home, register themselves, and one viral TikTok song can change their life.”
“It’s Stressful Posting, But It’s the Business”
While praising the new generation’s ability to leverage digital tools, Timaya admitted that he sometimes struggles to keep up with the fast-paced social media-driven landscape.
“Sometimes I think I don’t have to post. But it’s the business—I got to,” he added. “It’s just that I didn’t start like that. It wasn’t the culture when I came in.”
Despite the shift in trends, Timaya expressed admiration for the way young artists are now able to reach global audiences quickly and independently.
