Music video production, promotion now cost N100 million, Timaya laments

Nigerian singer and songwriter Inetimi Odom, popularly generally known as Timaya, has expressed concern over the hovering prices of music video manufacturing and promotion, which, based on him, now exceed ₦100 million.

The ‘Dem Mama’ hitmaker voiced his frustrations throughout an interview with Channels Tv, the place he mentioned the escalating monetary calls for within the Nigerian music business. Timaya contrasted the present bills with the a lot decrease prices of earlier years.

Within the interview, the seasoned artiste addressed the overall assumption that Nigerian music stars demand exorbitant present efficiency charges, shedding mild on the monetary challenges that include producing music and movies.

Expensive promotion

The Port Harcourt-born singer, who rose to fame in 2005, revealed that producing a high-quality music video prior to now would often value round N1.5 million.

Nonetheless, the value has skyrocketed, now ranging between N50 million and N100 million. This surge, he defined, isn’t just for the manufacturing high quality but in addition because of the excessive value of selling songs.

Timaya said, “Earlier than, we used to shoot music movies for N1.5 million. At the moment, it’s N50 million, N60 million, even N100 million.”

The 2018 Grammy-nominated singer identified that artistes need to spend tens of millions selling their work after the video is full, which contributes to the general value and influences the charges musicians cost for performances.

“While you name these younger artistes, they inform you N50 million, N30 million, as a result of they’re spending some huge cash and must make it again.”

The 44-year-old music star’s feedback have sparked discussions amongst business gamers, lots of whom additionally complain concerning the rising prices throughout all points of manufacturing—from videographers and influencers to artistes themselves, all charging unprecedented charges.

Financial hardships

Along with the rising manufacturing prices, Timaya highlighted the present financial difficulties, significantly in Nigeria. Since President Tinubu’s 2023 inauguration and the next elimination of gasoline subsidies, Nigeria has confronted important worth will increase and the next value of residing. The August #EndBadGovernance motion additional highlighted points with governance and Nigerians’ lament of the escalating residing value.

The “Candy Us” crooner maintained that whereas the world goes via monetary hardships, the scenario in Nigeria is very dire. He additional lamented the elevated value of residing, which has drastically affected his employees’s salaries and household bills.

The singer stated, “Issues are actually arduous. I really feel for folks as a result of in the event that they aren’t glad, I can’t be glad. I assist lots of people, pay payments, and perceive what individuals are going via. I’m additionally feeling the hardship.”

“You don’t anticipate issues to be regular. Even politicians are crying, to not point out us. Should you’re not incomes in international change, it’s very arduous to maintain up.”

Timaya added that even in locations like the US of America (USA), the place folks earn and spend in {dollars}, the financial scenario is difficult, however it’s significantly extreme in Nigeria.

Controversial persona

Timaya additionally mirrored on his earlier profession technique, revealing that he had deliberately used controversy to spice up his picture however that the media blew issues out of proportion.

“My being controversial was a technique, however the press took it too far. They needed to kill me,” he stated, recalling how newspapers would run with tales for weeks, conserving him within the highlight for all of the flawed causes.

The 44-year-old music star cited his background as a Port Harcourt native as a key affect on his daring, controversial picture throughout that interval. Over time, nonetheless, the scrutiny led him to rebrand and distance himself from his early popularity.

Talking additional, Timaya additionally expressed his admiration for controversial singer Transportable, saying that Transportable reminds him of his wild previous. He shared that when Transportable first emerged, he immediately recognised a youthful model of himself within the “Zazu Zeh” singer.

He recounted telling 2face about Transportable, noting the similarities of their power and rebelliousness. The singer defined that though many now see him as “calm and unproblematic,” he had a wild and controversial early profession, which he used as a technique to achieve consideration within the business.

Standout collaborations

Through the interview, Timaya additionally highlighted the Nigerian artistes who’ve left the strongest impression on him. Amongst them had been the late Kefee and BNXN (previously generally known as Buju). He described his collaboration with Kefee on ‘Kokoroko’ as an unforgettable expertise, noting her pure expertise and angelic voice.

Timaya additionally spoke fondly of his hit collaboration with BNXN on ‘Chilly Exterior’ in 2021, revealing that the track got here collectively effortlessly. He recounted, “We (Timaya and BNXN) had been simply speaking, and I stated, ‘It’s so chilly exterior.’ By the point I got here again, he had already recorded the track.”

On 15 August, Timaya launched his ninth studio album, “Gladiator.” The album options collaborations with Alpha P, Tiwa Savage, Olamide, and Phyno. The singer is thought for his energetic and versatile music type. He rose to fame in 2005 together with his hit single ‘Dem Mama’, which recounted the tragic army destruction of his hometown, Odi. Because the founding father of DM Data Restricted, he has formed his profession with a novel mix of dancehall, reggae, Afrobeats, and hip-hop. His debut album ‘True Story’ (2007) and follow-up albums ‘Present and Grace’ (2008) and ‘De Rebirth’ (2010) established him as a number one determine within the Nigerian music scene, with hits like ‘Plantain Boy’ and ‘Chilly Exterior’ that includes Buju BNXN. He additionally launched the Chulo Vibes (2019) album ‘Gratitude’ in 2020.

ALSO READ: How drug habit nearly ruined me – Timaya

For his work on Morgan Heritage’s ‘Avrekedabra’ album, Timaya obtained a Grammy nomination for Greatest Reggae Album in 2018. Past his music, Timaya has performed a pivotal function in launching the careers of different artistes like Patoranking and Runtown via his DM Data label. His energetic stage performances have earned him world excursions, and he has obtained quite a few accolades, together with The Headies for Greatest Reggae/Dancehall Album. Regardless of going through private profession challenges and controversies, Timaya’s affect in African music and legacy continues to develop.