Nigerian singer Timaya believes breaking into music has become much easier for modern artists compared to his generation. The veteran performer shared his thoughts during a recent Afrobeats Intelligence podcast episode with host Joey Akan. Technology and social media platforms have simplified the process for aspiring musicians according to the Egberi Papa hitmaker. Record labels controlled everything during his early career and artists needed permission for most activities. Parents can purchase studio equipment for their children who can create songs and upload them independently.
Social media apps like TikTok allow unknown artists to become famous overnight with viral content. Artists no longer depend on radio stations or traditional gatekeepers for exposure and recognition. Timaya explained that getting radio airplay required extensive networking and financial investment during his era. The singer mentioned struggles with licensing issues when collaborating with Flavour on their Odeshi track. Premier Music controlled the catalog and artists had to pay additional fees for sample clearances.
Current musicians can register themselves and distribute music without corporate interference or approval processes. The veteran artist admits adapting to social media marketing remains challenging despite understanding its importance. Posting content feels stressful for someone who built his career through traditional industry channels. Timaya appreciates the democratization of music creation even though the transition proves difficult for established artists.
Social media apps like TikTok allow unknown artists to become famous overnight with viral content. Artists no longer depend on radio stations or traditional gatekeepers for exposure and recognition. Timaya explained that getting radio airplay required extensive networking and financial investment during his era. The singer mentioned struggles with licensing issues when collaborating with Flavour on their Odeshi track. Premier Music controlled the catalog and artists had to pay additional fees for sample clearances.
Current musicians can register themselves and distribute music without corporate interference or approval processes. The veteran artist admits adapting to social media marketing remains challenging despite understanding its importance. Posting content feels stressful for someone who built his career through traditional industry channels. Timaya appreciates the democratization of music creation even though the transition proves difficult for established artists.
