Veteran Nigerian dancehall artist Timaya has opened up about his gritty journey to fame and the stark contrast between old and new music eras in a revealing interview with Afrobeats Intelligence.
Now 44, the Dem Mama hitmaker lamented how today’s music industry feels more trend-driven than heartfelt.
“Most artistes these days no even mean wetin dem dey sing. The music no dey connect,” he said.
According to him, the overreliance on songwriters and a rush to follow commercial formulas has diluted artistic authenticity.
“I Miss the Old Music”
Timaya compared today’s viral hits to the emotional depth of classics like Alex Zitto’s “Tickle Me”, stating:
“It’s an entirely different era. I miss the old music. Those melodies came from the heart.”
He also reminisced about the early days when recording music meant paying hourly for studio time, pushing artistes to show up prepared. “Now, anyone can just set up a studio at home and blow on TikTok.”
Pirating His Own Album
In one of the most shocking revelations, Timaya admitted to pirating his own debut album, True Story, to create buzz.
“One marketer gave me ₦500K. I knew he couldn’t push it, so I paid ₦11K to pirate it myself. That was how the album blew.”
Following the breakout success of True Story, his sophomore album Gift and Grace secured him a whopping ₦24 million advance.
“I told the marketer I wanted 25, he said 18. We argued, he paid 24. That same day I recorded, ‘Timaya don blow from Port Harcourt, I break into their Lagos.’”
Music Was My Only Plan
Timaya, who had no backup plan, revealed that music was not just a passion—it was survival.
“I never had a job. I’ve never earned a salary. I told myself music must buy my pot, pants, and spoon.”
With his first ₦500K, he rented a one-room apartment, bought a power bike, a Sony Ericsson phone, and Okrika (second-hand) clothes from Yaba.
The New Era: Viral but Vicious
Despite acknowledging the accessibility of modern success, Timaya noted that promotion today is cutthroat and costly.
“Promoting one song now costs nothing less than $100,000. Even music videos alone can cost over ₦100 million.”
He joked that while PR used to cost ₦750K for a two-page magazine spread, “causing drama” could get him 23 pages for free.
Timaya’s reflections are a raw glimpse into the hustle, grit, and evolution of Nigeria’s music industry—from pirated CDs to million-dollar promos and viral fame. But through it all, one thing is clear: his story is a soundtrack of survival.