Rudeboy says social media has killed the mystique of Nigerian artistes
- Paul Okoye, known as Rudeboy, says social media has stripped artistes of the mystery fans once revered.
- He argues music videos are now a waste of money because fans see stars daily on TikTok.
- The singer says the era of fans fainting at the sight of musicians is gone for good.
Paul Okoye, the singer known as Rudeboy and one half of the defunct P-Square duo, says social media has taken away the mystery that once made Nigerian artistes feel larger than life.
Speaking in an interview with Lun Lifestyle TV, Okoye said fans no longer attach the same prestige to musicians because they see them every day online.
He argued that constant posting on platforms like TikTok has ended the days when a rare sighting of a star could make fans faint.
Why he says videos now waste money
Okoye said shooting music videos has become a waste of money in this generation, because fans are no longer eager to watch them.
He recalled how P-Square kept a low profile in their prime, so fans only saw them in videos or when they travelled to perform.
"Music videos somehow now, because of this generation, is a waste of money. I am sorry to say this," he said.
He added that the daily dancing and promotion on TikTok means fans see artistes all the time, so the excitement of a rare appearance is gone.
He used Michael Jackson as an example, saying that if the late star were alive and posting promotional content on social media, nobody would faint at the sight of him.
Too exposed to turn back
Okoye said it is now too late to bring back the era of mysterious artistes, and he questioned the advice that musicians should post every day.
He said social media has brought positive change to the music industry, but it also led to what he called "see-finish" — artistes are now too exposed.
Fans now see how their favourites eat and cry, he said, and club outings that once happened in restricted VIP areas are now filmed by everyone around.
Okoye's comments come as Nigerian artistes lean more than ever on social media to promote songs, reach fans and build followings, a shift that has changed how the industry markets its stars.
