In a recent interview, Nigerian music icon Timaya opened up about his early career struggles and a significant milestone in his journey. The discussion, sheds light on the financial and creative challenges Timaya faced, particularly around the sale of his sophomore album for a staggering 24 million Naira.
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Timaya, whose real name is Inetimi Alfred Odon, recounted his experiences in the competitive landscape of the Nigerian music industry during the early 2000s. The interview captures a moment where Timaya reflects on the negotiation process with Alaba marketers, a crucial distribution network for music in Nigeria at the time. He mentioned, “The next morning Ahbu Ventures wired 11 million to me… it was only PSquare, 2face and maybe Dbanj that they were paying that kind of money.”
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This revelation highlights the high stakes and the financial dynamics of the music industry during that era. Timaya’s ability to secure such a deal underscores his rising prominence and the value placed on his work by industry stakeholders. The conversation also touches on the broader context of the music market, where artists like PSquare, 2face, and Dbanj were among the few commanding similar financial commitments.
The interview provides a glimpse into the strategic decisions Timaya made, including his decision to own his label, Dem Mama Records, which allowed him greater control over his music and finances. This move was pivotal in navigating the complexities of the industry and ensuring his work reached a wide audience.
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Timaya’s story is a testament to the resilience and strategic acumen required to succeed in the Nigerian music industry. His early career challenges and subsequent successes, as detailed in the interview, offer valuable insights for aspiring artists and industry enthusiasts. The discussion not only celebrates Timaya’s achievements but also reflects on the evolving landscape of music marketing and distribution in Nigeria.
