Veteran Nigerian singer Timaya says breaking into music has become much simpler for today's artists compared to his early career days. The musician spoke about these changes during a recent appearance on the Afrobeats Intelligence podcast with host Joey Akan. Technology and social media platforms have made success more accessible for the current generation of performers. Parents can purchase studio equipment for their children who can create songs at home and promote themselves online.
Timaya explained that one viral TikTok song can launch an entire career with just internet data and creativity. He remembers struggling to secure radio airplay during his starting years when gatekeepers controlled music promotion. Artists previously depended on record labels and radio stations to share their work with audiences across the country. Musicians often paid stations for airplay or negotiated with industry insiders who decided which songs reached listeners.
The streaming era has removed many barriers that once blocked talented artists from reaching their target audiences. Social media allows performers to build fan bases without traditional industry support or expensive marketing campaigns. Timaya believes current musicians have advantages he never enjoyed during his rise to fame in the Nigerian entertainment industry.
Timaya explained that one viral TikTok song can launch an entire career with just internet data and creativity. He remembers struggling to secure radio airplay during his starting years when gatekeepers controlled music promotion. Artists previously depended on record labels and radio stations to share their work with audiences across the country. Musicians often paid stations for airplay or negotiated with industry insiders who decided which songs reached listeners.
The streaming era has removed many barriers that once blocked talented artists from reaching their target audiences. Social media allows performers to build fan bases without traditional industry support or expensive marketing campaigns. Timaya believes current musicians have advantages he never enjoyed during his rise to fame in the Nigerian entertainment industry.
