Timaya Says Breaking Into the Music Industry Is Easier Now Than in His Early Days
Timaya says the road to fame is now smoother for young artists, thanks to social media and tech advancements, unlike the tough gatekeeper era he faced.
On the Afrobeats Intelligence podcast, the music veteran recalled struggling with rights and radio play, while today’s stars can go viral with just one TikTok hit.
Veteran Nigerian singer Timaya believes it’s far easier for upcoming artists to make a name in the music industry today than it was during his early years.
Speaking during an episode of the Afrobeats Intelligence podcast hosted by Joey Akan, the singer explained that technological advancements and the rise of social media have drastically lowered the barriers to entry for new talents.
“Making music is a lot easier now for the younger generation than it was in my time,” Timaya said. “Back then, if you wanted to ‘blow,’ you had to go through gatekeepers. It was just one person that held all the power.”
He recalled the challenges he faced with music rights and access, citing an example from his collaboration with Flavour on the track Odeshi. According to Timaya, they discovered that Premier Music held the rights to the catalog and had to pay again to gain access. Similarly, he noted the effort required just to get radio airplay in those days, describing it as “difficult.”
“Now, anyone’s parent can buy studio equipment, and with a single hit song recorded from home, an artist can upload it online and blow up overnight,” he added. “One TikTok hit, and you’re made. All you need is data.”
Timaya acknowledged that while he appreciates the ease modern tools bring, it hasn’t been easy for him to adapt. “Sometimes I find it stressful to even post content online. I feel like I don’t need to, but this is the business now, and I have to.”
Despite the shift, Timaya expressed admiration for the opportunities the new digital era provides to young artists, while reflecting on the struggles that shaped his own path to stardom.
