Rudeboy says social media changed star power

The reason you don’t see people faint for artistes anymore is because they see them on TikTok every day dancing and promoting your music.”

Nigerian singer Paul Okoye, popularly known as Rudeboy, has sparked a conversation about the changing nature of celebrity culture after claiming that social media has reduced the star power musicians once enjoyed.

Speaking during an interview with Lun Lifestyle TV, the former member of the music duo P-Square explained that constant online exposure has weakened the mystery that once surrounded famous musicians. According to him, artistes were previously admired because fans had limited opportunities to see them outside music videos, concerts and occasional public appearances.

Rudeboy recalled that during P-Square’s rise to fame, audiences mainly encountered the duo through their music videos and live performances. These limited appearances created excitement whenever fans had the opportunity to see them. Today, however, platforms such as TikTok and Instagram allow musicians to share videos, promote songs and reveal personal moments almost every day.

The singer believes that this constant visibility has reduced the excitement associated with celebrity encounters. He described the situation as “see-finish”, a popular Nigerian expression referring to excessive familiarity that can make someone appear less special or admirable.

Rudeboy also questioned whether spending large amounts of money on music videos remains worthwhile when artistes are already visible online. He suggested that the traditional excitement surrounding music releases has changed because fans can access promotional content whenever they want.

His argument has attracted attention because social media has both advantages and disadvantages for musicians. Some fans may agree that excessive exposure reduces the sense of mystery surrounding celebrities. When audiences constantly see their favourite artistes dancing, eating and sharing personal experiences, they may begin to see them as ordinary people rather than distant stars.

However, others may disagree with Rudeboy’s position. Social media has created opportunities for emerging musicians to promote their songs without depending entirely on record labels, television stations or expensive music videos. A song can become popular through a viral challenge, allowing an unknown artiste to reach millions of listeners.

Online platforms also help established musicians communicate directly with fans, announce new releases and reach international audiences. For many performers, social media is an important tool for building a career and maintaining public interest.

Nevertheless, Rudeboy’s comments highlight a challenge facing the modern music industry: balancing accessibility with exclusivity. While fans appreciate opportunities to connect with their favourite musicians, constant exposure may reduce the anticipation that once made celebrity appearances special.

Ultimately, social media has transformed how musicians build their reputations and connect with audiences. The question is whether artistes can enjoy the benefits of online promotion while maintaining enough privacy and mystery to preserve their star power.