Nigerian singer Paul Okoye, popularly known as Rudeboy and one half of the defunct P-Square duo, has argued that social media has reduced the mystique musicians once enjoyed, changing how fans relate to their favourite artistes.
Speaking in a recent interview with Lun Lifestyle TV, the singer said social media had made musicians more accessible to the public, eroding the sense of mystery that previously surrounded major stars.
According to Rudeboy, artistes were once seen mainly through music videos and occasional live performances, making encounters with them more exciting for fans.
He argued that the constant exposure provided by platforms such as TikTok has reduced the anticipation and emotional reactions that artistes once generated.
“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. If Michael Jackson was alive now and doing promotional content on social media, nobody would see him and faint,” he said.
Rudeboy also questioned the value of spending heavily on music videos in the current digital landscape, arguing that the way audiences consume music has changed.
“Music videos somehow now, because of this generation, is a waste of money. I am sorry to say this,” he said, reflecting on the period when P-Square maintained a relatively low public profile outside music releases and performances.
The singer acknowledged that social media had brought positive changes to the entertainment industry but said it had also encouraged what he described as “see-finish”, a situation in which excessive familiarity reduces public admiration.
He noted that fans now regularly see artistes’ private and everyday moments, including how they eat, express emotion and socialise, because such activities are frequently recorded and shared online.
Rudeboy also recalled a time when musicians could maintain greater privacy in exclusive spaces, contrasting it with the present-day tendency for people to film celebrities during outings.
His comments highlight an ongoing debate in the music industry over how artistes can balance the promotional benefits of social media with the need to maintain a distinctive public image.
