Nigerian singer Inetimi Alfred Odom, widely known as Timaya, has opened up about the consequences of using controversy as a strategic approach in his career. In a recent interview with Channels TV, the artist behind the hit song “Dem Mama” discussed how his initial embrace of controversy backfired, leading to detrimental media coverage that he couldn’t control.
“My being controversial was a strategy but the press took it too far; they wanted to kill me,” Timaya revealed. He recounted a time when the media landscape was dominated by print rather than social media, explaining how the excessive coverage of his controversial actions left him vulnerable to public scrutiny. “When they publish it [controversial story], it goes on the street for one week before they publish another one. For that one week, you will be the topic of discussion,” he reflected.
The impact of this constant exposure was significant. Timaya shared a vivid memory, saying, “When you go to buy suya the next week, you will see your face in the newspaper that was used to wrap it. So, it was really hard.” He attributed part of his controversial persona to his upbringing as a Port Harcourt boy, acknowledging how that background influenced his public image.
Realizing the toll that this strategy was taking on him, Timaya took intentional steps to rebrand himself. “I understood that I needed to change the narrative,” he noted, emphasizing the importance of moving away from controversy to focus on more positive aspects of his career and personal life.
Throughout his career, Timaya has faced various controversies that have added to his notoriety. One notable incident involved the retrieval of a car gift from his former partner, actress Empress Njamah, following their separation, which generated significant media attention.
Additionally, Timaya was embroiled in a public dispute with producer Nico Gravity several years ago, further solidifying his reputation for being at the center of drama. Last year, he faced criticism from fellow artist Terry G, who publicly accused him of not paying music royalties, reigniting discussions about the challenges artists face in the industry.
As Timaya continues to navigate his career, his reflections on the repercussions of controversy serve as a cautionary tale for other artists. “It was a strategy, but it almost killed me,” he concluded, reminding listeners of the fine line between using controversy for publicity and the potential fallout that can ensue.
