Nigerian singer Paul Okoye, popularly known as Rudeboy, has attributed the decline in the excitement surrounding music stars to the constant exposure social media provides, arguing that it has diminished the mystique that once set artistes apart.
The former member of the now-defunct music duo P-Square made the observation during a recent interview with Lun Lifestyle TV, where he questioned the financial value of producing music videos in today’s digital landscape.
According to Rudeboy, musicians once maintained a degree of distance from the public, making appearances in music videos and live performances special experiences for their fans.
He argued that platforms such as TikTok have changed that relationship by allowing audiences to watch their favourite artistes dance, promote songs and share personal moments online every day.
The singer suggested that this constant visibility has reduced the anticipation that previously accompanied celebrity appearances, adding that fans no longer experience the same level of excitement when they encounter their favourite stars.
To illustrate his point, Rudeboy referenced the late American pop icon Michael Jackson, arguing that even a performer of his stature might not inspire the same reactions if he were constantly producing promotional content on social media.
Rudeboy questions value of music videos
The Reason With Me crooner also challenged the growing expectation that musicians must maintain an almost daily presence on social media to promote their work.
He argued that the pressure to post frequently could undermine the exclusivity that once contributed to an artiste’s appeal.
Rudeboy further questioned whether investing heavily in music videos remains worthwhile when audiences already have extensive access to artistes through online platforms.
His position reflects his view that the traditional promotional model, in which music videos offered audiences a carefully controlled glimpse of performers, has lost some of its former impact.
Singer acknowledges social media’s benefits
Despite his criticism, Rudeboy acknowledged that social media has brought positive changes to the music industry.
However, he argued that the benefits have come with a downside: the diminishing boundaries between performers’ public personas and their private lives.
He observed that fans now routinely see musicians sharing everyday activities and emotional moments that were previously kept away from public view.
The singer also contrasted the privacy artistes once enjoyed in exclusive nightclub sections with today’s environment, where people frequently record and circulate videos of celebrities during social outings.
For Rudeboy, this level of access has weakened the sense of distance that once contributed to musicians’ star power.
His comments raise questions about how artistes can balance the promotional opportunities offered by social media with the need to maintain a distinctive public image in an increasingly connected entertainment industry.
