In a candid interview, Nigerian music icon Timaya opened up about a controversial yet strategic decision early in his career. The discussion reveals how Timaya paid marketers to pirate his debut album, True Story, as a means to navigate the competitive landscape of the Nigerian music industry in the mid-2000s.
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The video, sampled from a 177.91-second duration, features Timaya seated in a cozy studio setting, engaging in a conversation with an interviewer. The subtitles provide a glimpse into his narrative, starting with, “when I signed to deal with him, I took the money. Because I realized that okay this line is for the big boys in the market his line.” This statement sets the stage for understanding the financial and market dynamics Timaya faced.
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Timaya explains his reasoning behind the decision to pay marketers for piracy, a move that was unconventional but calculated. He recounts, “On it play, on a mixtape, he’s hidden so what I did it to get my went lead life give them.” This suggests that by ensuring his music was widely distributed, even through unofficial channels, he could reach a broader audience despite the lack of mainstream support. The interviewer probes further, asking, “so you got your deal took money from that then just for,” to which Timaya responds, “I rented one room, bought a power bike, two factor authentication yeah you went to pay another marketer of course pirate it yes why because.”
This strategy was not without its risks, as Timaya acknowledges the competitive nature of the industry. He notes, “I haven’t been out for a while, this guy doesn’t have the strength to push on this side but these other guys are on this line they’re all those guys in this line they don’t have this line is for the big boys in the market.” The conversation highlights the challenges of breaking into a market dominated by established artists and the lengths to which emerging artists might go to gain traction.
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Timaya’s approach paid off, as evidenced by his subsequent success. The interview also touches on his interactions with other industry figures, such as T-Joe and Abu Ventures, and the eventual impact of his album’s release. He mentions, “when this album now come out he drops the album and you have a buy out cracker close come begin package my life so now I went to push on the side.” This indicates a shift in strategy once the album gained momentum, allowing him to focus on further promotion and career development.
Timaya’s revelation about paying marketers to pirate his debut album, True Story, offers a unique perspective on the early challenges and innovative strategies within the Nigerian music industry. His story underscores the importance of adaptability and resourcefulness for emerging artists. As the industry continues to evolve, Timaya’s experiences serve as a reminder of the diverse paths to success in music.
