Nigerian music star, Inetimi Alfred Odom, widely known as Timaya, has voiced his concerns over the current state of global economic hardship. Speaking in a recent interview with Channels Television, the award-winning singer reflected on the severity of the situation, highlighting that while the entire world is grappling with economic challenges, the impact in Nigeria is significantly worse than in other countries.
Timaya, who has been a prominent figure in the Nigerian music scene for years, did not hold back in expressing his empathy for those affected by the crisis. He emphasized that the struggles are not limited to any particular group, stating that he too is feeling the brunt of the hardships, despite his status as a successful artist.
“Things are really hard. I feel it for people because if people are not happy, I can’t be happy, too,” Timaya remarked. “I pay bills. I help a lot of people. So I understand what people are going through. I’m also feeling it [the hardship],” he added, illustrating the burden of responsibility he carries for both his staff and family members.
The escalating cost of living has become a major concern for many Nigerians, and Timaya revealed that the situation has had a significant impact on his personal finances. He explained that the salaries of his staff, as well as the upkeep for his family members, have drastically increased due to the rising cost of living in the country.
For Timaya, the hardships are not unique to ordinary citizens; even those in power are not immune to the economic difficulties. “You don’t expect things to be normal. Even politicians are crying, too, not to talk of me,” he said. His candid statement reflects the gravity of the situation, as many across the country, regardless of their status, struggle to cope with the current economic climate.
Timaya went on to provide an insight into one of the few ways people are able to navigate the challenges, pointing out that earning in foreign currency provides some relief. “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,” he explained.
While this option may be viable for a select few, Timaya acknowledged that the hardships are widespread and not limited to Nigeria alone. “Even in America right now, things are still hard there 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 concluded, summarizing the global nature of the crisis, while stressing that the situation in Nigeria is particularly dire.
As someone who has experienced success in the entertainment industry, Timaya is also acutely aware of the toll the current economic hardships are taking on the industry as a whole. The entertainment sector, which has been a major driver of Nigeria’s soft power, is not exempt from the rising costs that have affected businesses and individuals across the country.
According to Timaya, the cost of promoting music in the current economic climate has skyrocketed, making it much more challenging for artists to sustain their careers. “Currently, you need a lot of money to promote music,” he stated, emphasizing how the financial demands have escalated in recent years.
Recalling earlier days in the industry, Timaya explained that producing and promoting music used to be a more affordable process. “Before, we didn’t even bother about shooting music videos. Even if we were shooting a video, it cost just N1.5 million,” he noted. However, the situation today is drastically different. The cost of producing a single music video has ballooned to tens of millions of naira, putting a strain on artists and their teams.
“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,” Timaya explained, illustrating how the rising costs are making it increasingly difficult for artists to maintain visibility in the competitive music industry.
The challenges extend beyond just production costs, as artists are now charging significantly higher fees for performances in order to keep up with the financial demands. “That’s why booking fees for artists now are expensive,” he said, shedding light on one of the reasons for the steep rise in concert ticket prices and booking fees for musicians in recent years.
Despite the economic difficulties, Timaya remains focused on supporting those around him and staying connected with his fans. His commitment to helping others, even as he navigates the hardships himself, reflects the sense of responsibility he feels as a public figure and leader within the entertainment industry.
Timaya’s candid reflection on the current economic situation offers a sobering reminder of the challenges facing not just the entertainment industry, but Nigeria as a whole. His insights into the rising costs of living and doing business, coupled with his empathy for those struggling to make ends meet, resonate with many Nigerians who are feeling the strain of the global economic downturn.
As one of Nigeria’s most successful artists, Timaya’s experience underscores the fact that no one is immune to the hardships, regardless of their status or wealth. His comments have sparked important conversations about how individuals and industries can adapt to the new economic realities, as well as the need for solutions to help alleviate the burdens faced by so many.
In these trying times, Timaya’s message of solidarity with the people and his commitment to helping others serves as a source of inspiration for those facing similar challenges. While the road ahead may be tough, his words remind us that we are all in this together, navigating a difficult and uncertain world.
