Nigerian music star Timaya believes it is far easier for young artists to break into the music industry today than it was during his rise to fame in the early 2000s and 2010s.
The Afro-dancehall pioneer made this known during a recent appearance on the Afrobeats Intelligence podcast, hosted by music journalist Joey Akan. In the episode, Timaya spoke about how the rise of digital tools, internet access, and social media platforms has removed many of the roadblocks that existed when he was starting out.
Timaya says, ‘it’s easier now than ever before’
Timaya, often referred to by fans as “Egberi Papa 1 of Bayelsa,” shared his thoughts candidly.
“Making music is way easier now for new artists than it was back in the day,” he said. “Ahn ahn, before, how were you supposed to blow [become popular]? One person used to have all the control.”
He explained that back then, artists had to deal with gatekeepers, record labels, producers, and radio stations, just to get their songs heard. Things were tightly controlled, and success often depended on a few decision-makers in the industry.
Old challenges vs. new tools
Using an example, Timaya talked about trying to re-release one of his old tracks.
“This song I did with Flavour, ‘Odeshi’, we found out that Premier Music owned the catalogue. We wanted to do another song, ‘Can I Have A Dance?’ and guess what? We had to go through Premier again. We paid all over.”
He emphasised how difficult it was to navigate the system. Artists needed permission, money, and influence. Without those, their music would remain unheard.
Now, he says, the process is completely different.
Social media changed the game
“Today, your father or mother can just buy you studio equipment. You do one hot song, and that’s it,” Timaya said.
He pointed out how a single viral video or catchy tune on TikTok could launch someone’s career overnight.
“You can even register yourself as an artist online. Just one song goes viral and you’re made. All you need is data,” he added.
He contrasted this with his early days when even getting airplay on the radio was a big achievement.
“Back then, getting your song played on the radio was like climbing a mountain. It was tough! Now you can just upload a song from your room. You don’t even need to leave your house. It’s so fast to blow.”
A changing industry for an older artist
While Timaya acknowledged the benefits of the digital age, he admitted that adapting to the new system isn’t always easy for veteran artists like himself.
“I like it, I do. But because I didn’t start that way, it’s not easy for me. Posting all the time, staying online, it’s stressful.”
The singer confessed that he sometimes questions whether he should keep up with the social media demands. But in the end, he understands it’s all part of the business.
“Sometimes I think, ‘Do I have to post this?’ But I know it’s part of the job now. I have to.”
Industry evolution continues
Timaya’s comments highlight a larger trend in the music world. Technology has opened doors, broken down barriers, and allowed more voices to be heard. With just a smartphone and an internet connection, artists can now build global audiences from their bedrooms.
While this shift has helped many young talents rise quickly, it has also brought new challenges, especially for those used to the old ways. Still, Timaya appreciates the progress.
His reflections serve as both a reminder of how far the industry has come and a nod to the new generation leading the way in today’s Afrobeats scene.
Read Also: Rema is leader of new generation of Nigerian musicians, Timaya
