Rome Been Built; Why Timaya Should Become His Own Boss

Generally in life, staying relevant and being consistent are two different spectrum. One can be consistent after some time, become irrelevant. In music, producing hit after hit and making that kind of music everybody grooves to, in his/her prime, Then gradually the shine start declining, the hit songs start fading and the struggle for been at the top level comes in, that when being relevant loops in. being relevant in the sense that with one or no hit song to remind the fans of your
presence in the music scene, you still have a voice, a presence, an ego that tells everyone you’re still active in the music industry.

The ‘dem mama’ crooner, have showed real consistency since his emergence to the music industry. Every eight out of ten Nigerians will boast of having one of Timaya’s song in their playlist. You can’t attend a party or event without listening to Timayas songs blasting through the speakers. This is key to the hard work of consistency Timaya puts in his music. Anytime you feel and start to ask the question “is Timaya still around?” he just pops out with a song which will eventually be a hit banger and stay pretty longer. That is how Timaya have fared for a long time now, creating a brand of music, that the art, only he masters well, broadening his fan base and keeping them on their feet by giving them the kind of music they need. I bet most Nigerians, all ages, likes or must have heard of the “aperi papa one of Bayelsa”.

Now the question is, can Timaya really stay consistent till he decides to retire from music professionally? I guess the polls will much favour a NO, “everything get time” even the Bible concurs to that. Artiste like Daddy Showkey, Faze and many others, who showed consistency during their prime aren’t much relevant in the music industry right now. Most of them are suffering from the “NO HIT” syndrome no matter the kind of music they decide to sing or instrument they jump on. The music industry will be too sad to see Timaya go down that lane.

Don Jazzy and 2baba aren’t much consistent this days at singing, many will argue that they are much behind their prime but on a second thought, they are still very relevant and consistent in the music industry. How is that happening?

First, it is their affiliation with younger artist. Their zeal to groom, promote and see young talented artist excel in their music career. As a matter of fact, what has kept Don Jazzy in the scene now is not his own hit songs, or the songs he produced for other people outside his record label, but the hit songs the young artist he is grooming creates and features him lyrically or instrumentally. Tiwa Savage- Eminado, Dr. Sid – Surulere, Korede Bello- Godwin, D’Prince – Oga Titus and many more, to mention but a few.

Secondly, they both float a record label. Mavin Records and Hypertek Digital both ring a bell to anybody who at least listens to music in Nigeria. They both have artists signed under them who are creating hit songs and making buzz around the world. This move have made them a household name in the music industry, kept them relevant and as such are seen as veterans. This they got without really recording a song.

Timaya have achieved what every artist will want to achieve in their music career. He has got the fame, money, awards endorsement and keep counting. But no one has really seen the move that would keep him relevant in the music industry, eventually when the ghost of “No Hits Syndrome” comes hunting.

Looking at the international music stage, Jay Z and Birdman are considered relevant owning to their entrepreneur record labels and company. ’’Roc Nation’’ and the never ending metamorphosis of Birdman’s record label name, now being ’’Rich Gang’’, all having artist doing pretty good and making big reference to their names. Another name is the legendary Dr. Dre, who the art of nurturing and bringing up successful artist, and his magical fingers on beats have placed him leagues above all in relevance in the music industry with him literally not recording a song of his own.

Now, Timaya has built his own kingdom, he needs to start ruling it.