TiMO ODV: Minor 7 Is Still Minor 7

Photo courtesy of Canton Parker

TiMO ODV is rapidly rising to the top of the South African dance scene. His singles have been topping local charts and he recently released a stellar debut EP. We caught with the enigmatic producer to discuss his rise to success, the popularity of EDM and that age-old notion of “electronic music isn’t real music”.

I understand that pursuing a career in music wasn’t actually your first choice or something to which you were drawn as a child. What were you initially planning on doing prior to entering this industry?

Not totally sure, I guess whatever I hated doing the least to make some money.

What caused you to suddenly realise that you wanted to make music and pursue a career in making music?

A friend gave me some software and after I made a few loops, I just knew this was it.

You’ve experienced a pretty meteoric rise to fame in the local music industry with Universal Music South Africa signing you within a few months of you starting out as a producer. Has it been difficult to adjust to the fast-paced nature of the music industry or are you coping quite well?

I think in the beginning it was hard travelling a lot, but then you get used to it and you adjust and continue with life as usual.

Speaking of Universal Music South Africa, how did you end up getting signed to such a prestigious label and what has the past couple of months on the label been like?

The past 18months has been cool, I think any label can do well as long as the team you are with understand your vision and your goals and try help you achieve it.

You’re performing within the EDM industry. It is an industry that, according to many, is oversaturated with a lot of artists making the same sounding music. What are your thoughts on that?

Definitely but isn’t every single industry over saturated? It’s just about staying true to yourself and not being scared to do what you want to, whether you succeed or fail. I see too many people trying to be an artist that already exists. The world doesn’t want 2 of the same, they want 1 of each.

Actually, much of your success came from how unique your music sounds. How did you approach your music to make it so unique yet keep it kind of catchy and appealing to mainstream EDM listeners?

All about the songwriting, song structure and the hooks. If you can get people to dance along and then remember your words, it’s usually a winner.

The popularity of EDM on a global scale is a fairly new phenomena. There was a point where rock and later pop music dominated music tastes, but now it seems that variations of EDM dominate listening habits. Why do you think this is the case?

It’s just new. Its been bubbling for years and had many stereotypes but the newer generation has grown up with it and to them its what they love and want to hear. I guess its just time for dance music now.

The triumph of EDM over more traditional musical styles as resulted in quite a spiteful notion of “EDM isn’t real music because there are no instruments”. What is your take on this notion? Is it something with which you struggle?

Hahahahaha, nah I don’t care only sour people who can’t succeed with their own music feel the need to fire shots at other genres. Music software takes just as much dedication to learn as an instrument does. Also, a lot of the best producers all play instruments anyway. Music theory is music theory and a minor 7 is still a minor 7, whether some kid drew it in on his PC or whether a guitarist strummed it on his guitar.

You have a lot of African influences woven into your music. What inspired you or rather influenced you to add these African influences? Was it an attempt to try and create something that could be described as African EDM as opposed to just being lumped into the broader EDM genre?

Nah, it’s just in me. I grew up on a lot of Hip Hop and I like South American and African music. I think not being influenced by Africa in some way while growing up in South Africa would be next level weird.

I guess the final question for you is where do you hope to be in a years’ time? What can we expect from you in the next year or two?

UK Top 100 in 2 years.
2 more EPs and hopefully some more #1’s in one year’s time.

Leave a Reply

Your email address will not be published. Required fields are marked *