Singer Inetimi Alfred Odom, widely known by his stage name Timaya, recently shared insights into his tumultuous rise in the Nigerian music industry, revealing how his controversial approach ultimately backfired.
In an engaging interview with Channels TV, the “Dem Mama” hitmaker delved into the complexities of fame, media coverage, and personal backlash that stemmed from his earlier choices.
Timaya candidly acknowledged that his controversial persona was initially a strategic move designed to keep him relevant in a fiercely competitive industry.
However, he soon realized that the very media landscape he sought to exploit could turn against him. “My being controversial was a strategy, but the press took it too far; they wanted to kill me,” he explained, reflecting on the intensity of the media scrutiny he faced during his early career.
When Timaya first planted his roots in the music scene, the Internet was not as dominant as it is today.
Instead, traditional media outlets, particularly newspapers, held substantial sway over public opinion. “When they publish it [a controversial story], it goes on the street for one week before they publish another one.
For that one week, you will be the topic of discussion,” he recounted, illuminating the pressure that surrounded him as he dealt with incessant headlines being circulated.
The singer humorously added that the ramifications of his notoriety extended to the simplest aspects of life.
“When you go to buy suya the next week, you will see your face in the newspaper that was used to wrap it,” Timaya laughed, underscoring the all-encompassing nature of his celebrity status back then.
This intense scrutiny made him feel vulnerable, as he recalled navigating a world where everyone around him viewed him through the lens of his controversies. “It was really hard. And at that time, I was the only one causing controversy.
People thought I was crazy. My foundation as a Port Harcourt boy also played a role in me being controversial back then,” he revealed.
Recognizing the need for change, Timaya embarked on a significant rebranding journey after experiencing the negative repercussions of his controversial image.
He understood that to evolve both personally and professionally, he needed to distance himself from the very controversies that had propelled him into the limelight.
This process of rebranding was not without its challenges, yet it proved necessary for his growth as an artist and individual, enabling him to reshape public perception.
Over the years, Timaya’s career has been marked by a series of high-profile controversies.
Notably, his relationship with actress Empress Njamah ended tumultuously when he retrieved a luxury car gift he had given her after their breakup.
The incident garnered substantial media attention and reinforced the notion that his life was a public spectacle.
In addition to his romantic entanglements, Timaya’s professional relationships have also faced their share of turmoil.
He had a well-publicized conflict with producer Nico Gravity, which further fueled the notion that drama followed him wherever he went.
More recently, he found himself embroiled in disputes over financial matters when fellow artist Terry G publicly called him out over alleged debts related to music royalties.
Furthermore, Timaya’s reflections on his past hint at a deeper understanding of the complex interplay between fame, media, and personal identity.
While he once leaned into controversy as a means to an end, he has now recognized the need for careful navigation within the industry.
As he continues to forge his path, fans can only wonder what the future holds for the multifaceted artist, now wiser and more grounded after weathering the storms of his past.
Reported by: Ifedamola Fayomi
