Nigerian singer, Inetimi Alfred Odom, popularly known as Timaya, has revealed how his decision to use controversy as a strategy early in his career ended up costing him.
The “Dem Mama” hitmaker opened up about how the media escalated his actions, creating challenges he hadn’t thought of.
Timaya shared that his controversial persona was initially a calculated move. “My being controversial was a strategy, but the press took it too far; they wanted to kill me,” he said.
At the time, traditional media, particularly newspapers, dominated public perception, which meant that once a story about him was published, it lingered for days.
“For that one week, you will be the topic of discussion. When you go to buy suya the next week, you will see your face in the newspaper that was used to wrap it. So, it was really hard.
“People thought I was crazy. My foundation as a Port Harcourt boy also played a role in me being controversial back then.”
Timaya
In response to the blowback, Timaya said he eventually decided to rebrand, stepping away from the image that had earned him both fame and unwanted attention.
Throughout his career, Timaya has been embroiled in several high-profile controversies, including an infamous breakup with actress, Empress Njamah, during which he retrieved a car he had gifted her.
More recently, in 2023, fellow musician Terry G accused him of owing music royalties.
Timaya Laments About Hardship in Nigeria
Timaya lamented about the current hardships in the globe.
He noted that while economic hardship is a global phenomenon, it’s more severe in Nigeria than anywhere else.
“Things are really hard. I feel it for people because if people are not happy, I can’t be happy, too. I pay bills. I help a lot of people. So I understand what people are going through. I’m also feeling it [the hardship].”
Timaya
According to Timaya, his staff’s salary and upkeep for family members have drastically increased because of the high cost of living.
“You don’t expect things to be normal. Even politicians are crying, too, not to talk of me. The only way you can meet up with the current economic demands is if you’re earning in dollars. If you’re earning forex and you convert it to naira, that’s how you can ball.”
Timaya
The Nigerian singer further noted that even Americans are also facing hardship because they’re earning in dollars and spending in dollars. “It’s hard everywhere. The world is hard right now, but Nigeria is harder,” he added.
Timaya also spoke on the effects of the current economic hardship on the entertainment industry.
“Currently, you need a lot of money to promote music. Before, we didn’t even bother about shooting music videos. Even if we were shooting a video, it cost just N1.5 million.
“Now, just to shoot one video: 100 million, 50 million, 60 million. And when you shoot the video, to promote it, you need more millions. That’s why booking fees for artists now are expensive.”
Timaya
Timaya left Nigerians in awe after he disclosed his plans to set up a new income stream. He asserted that come 2025, he will be launching his plantain chips business, “Plantain Boy Chips.”
The music sensation was asked how he would manage the business, despite being an active Afrobeat musician. In Timaya’s response, he referred to Adenuga and Dangote, who own so many businesses, insinuating that anything is possible if one puts one’s mind to it.
Furthermore, Timaya shared that he has a vast knowledge of the plantain business and knows the different processes and forms in which the produce can be utilized.
Recall that the singer, in 2010, dropped a track, Plantain Seller, which later became a hit in the Nigerian music space.
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