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Timaya

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May 13, 2019

How Timaya Took A Massive Risk In Chulo Vibes To Join The League Of Artists Reshaping Nigeria's Music Culture

How often do you leave your comfort zone to try something new? Or perhaps leave the norm to experiment on a whole new idea, something you're not used to? The thought of doing this makes a lot of people sick. It creeps them out, and do you blame them? It is admittedly difficult and frustrating to head into something new without enough guidance and direction. Without the assurance that you would succeed. That was the case with Timaya, a Nigerian dance hall artist who has known dance hall music all his life, but who is affected by the recent change in style and tempo of music in Nigeria in recent years. You see, there's been a somewhat shift in the consumption of music in Nigeria, from the former ways of dance hall music and energetic sounds, to Afrobeats and Afropop which most times tilts towards the use of light African percussions and mid tempo beats to pass a message. That change which started a few years ago reached a high in the 2017/2018 music year, when Wizkid, Davido, Mr Eazi and Burna Boy, rode on the success of the mid tempo beats to score series of hits in Nigeria and Africa, and seamlessly export their music to a growing fan base in Europe and North America, creating this new cool around the sound. There are still many artists in Nigeria who make Dance hall music, or Highlife and Afro highlife, but Nigerian millenials who are the major consumers of Nigerian music have immediately jumped ship, vibing to the new sound, leaving behind much of the former sounds they once loved. That definitely created a lot of trouble for the artists who couldn't make the shift, leaving them with questions like, "Is this the end of my music career, or is the pendulum going to swing back?" "Am I really ready for a retirement now?" "Can I change my sound to soothe the current sound?" etc. Therefore, artists like Timaya were faced with a huge decision to make.

Written by @timuwakwe from NaviCorp

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