Timaya Opens Up on Music, Money, and the Hustle That Built His Career

Veteran Nigerian singer Timaya has opened up about his early struggles, industry evolution, and the hard truth behind fame in today’s music scene.

Speaking in a recent interview with Afrobeats Intelligence, the dancehall star reflected on how he went from hustling in Port Harcourt to becoming a household name, with no industry plug, no label backing, and no plan B.

“My music had to work. I’ve never earned a salary in my life,” he said.

Timaya revealed he sold his debut album True Story for ₦500,000 after marketers priced him as low as ₦25,000. To boost reach, he pirated the album himself, an unorthodox strategy that ended up propelling his career. His second album earned him ₦24 million in advance.

From backup singer to self-made star, Timaya credits grit and street sense over luck.

“Nobody helped me. I wasn’t signed. I did everything myself. 100% of my catalogue is mine,” he said.

The singer also pointed to the high cost of staying relevant today. “Promoting one song now takes nothing less than $100,000,” he said, comparing the current digital wave to earlier times when going viral wasn’t the norm.

Timaya criticised what he sees as a decline in authenticity among today’s artists. He believes many rely too heavily on songwriters who are more focused on trends than substance.

“Music now lacks connection. Back then, melodies came from the heart,” he said.

His hit single Dem Mama was inspired by the 1999 Odi Massacre in Bayelsa, a traumatic event he says continues to haunt him.

“We turned pain into power,” he explained.

Despite his success, Timaya admits he was once known for controversy and wild behaviour. “I was young, rich, and reckless,” he said. “But now I’m still that guy, just more refined.”

With eight albums to his name and full control over his music rights, Timaya says he now enjoys the leverage many artists don’t have. For him, the journey wasn’t just about fame, it was about survival.