Renowned Nigerian singer Inetimi Alfred Odon, popularly known as Timaya, has shared his opinion on how songs of musicians can easily become hits in the 21st century.

According to him, musicians fought tooth and nail to get their songs played on the radio in the past.

But technology today has made it a lot easier for them to put their songs up for public consumption.

“Right now, your father or your mother can just buy you studio equipment, you do one bad song. You can even just register yourself. One TikTok song and you are made. All you need is data.”

“Back then, we want to get… Before dem go play your song sef for radio station enh! Ahhh! It was difficult. Now you are uploading a song. It’s very very fast to blow now. You can just be in your house and be shouting,” he added with humour," he shared on a recent Afrobeats Intelligence podcast with host Joey Akan.

Although the ‘Born to Win’ hitmaker appreciates the opportunities this technology era offers, it has been an uphill battle for him to adapt because he is still used to the process he started with.

“I also like it. But because I didn’t start like that, it’s difficult for me. It’s stressful posting. Sometimes, I think I don’t have to. But it’s the business; I got to.”

Timaya is a renowned singer and songwriter celebrated for his energetic delivery and unique fusion of dancehall, Afrobeat, and reggae.

He first gained widespread attention in 2005 with his breakout single "Dem Mama," a powerful song that sheds light on military brutality in his hometown of Odi in Bayelsa State.

Since then, Timaya has consistently delivered hits that reflect social issues, street life, personal struggles, and the celebration of success.

Songs like "Plantain Boy" offer a self-reflective look at his humble beginnings, while "Bum Bum," "Sanko," and "Ukwu" are lively, dance-driven tracks that gained massive popularity across Africa and beyond.

In "Balance," he reflects on his journey and the heights he has attained, whereas in "I will kill myself," he highlights the pressure of daily hustle and the importance of self-care.

One of his more recent hits, "Cold Outside" featuring Buju, takes on a softer, more emotional tone.

Known as the "King of Dancehall" in Nigeria, Timaya has evolved with time but continues to stay true to his roots, appealing to both street-level fans and mainstream audiences alike.