Nigerian singer Paul Okoye, popularly known as Rudeboy, has explained how social media has changed the relationship between musicians and their fans, arguing that artistes no longer enjoy the same level of admiration and excitement they once commanded.
The former P-Square member shared his views during a recent interview with Lun Lifestyle TV, where he reflected on how the music industry has evolved over the years.
According to Rudeboy, musicians were once seen as mysterious figures because fans had limited access to their personal lives. People could only catch a glimpse of their favourite artistes through music videos or when they appeared at concerts and visited their cities.
However, he believes social media has changed that experience by making celebrities accessible to fans almost every day.
The singer, known for his hit song Reason With Me, explained that the constant exposure has reduced the excitement that previously surrounded musicians, particularly when fans encountered them in public.
He also questioned the continued financial investment in music videos, suggesting that the popularity of social media content has diminished their appeal.
Speaking during the interview, Rudeboy said:
“Music videos somehow now, because of this generation, is a waste of money. I am sorry to say this. But do you remember us [P-Square] before? You don’t see us anywhere. You just watch music videos, you see us and that’s it, or we come to your country, you see us.
“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.
“Unfortunately, it’s too late for us to bring back the era of artistes being mystiques. How can you advise an artiste to post every day? How? Post what? You don’t need to.
“Social media brought positive change to the industry but it also led to ‘see-finish.’ Artistes are now too exposed. Fans see how they eat, cry. Before when artistes go to club, they stay in restricted VIP areas, but now when they are clubbing, everyone is filming.”
Rudeboy acknowledged that social media has brought positive changes to the entertainment industry but maintained that it has also made celebrities overly accessible.
He pointed to the way musicians now share details of their everyday lives, from their meals and emotional moments to their outings, as a major difference between the past and the present.
He further recalled that artistes once enjoyed a level of privacy even when attending parties and nightclubs, where access to VIP sections was often restricted. Today, he noted, people frequently record celebrities wherever they go.
For Rudeboy, this constant visibility has contributed to the loss of the mystery that once made musicians seem extraordinary in the eyes of their fans.
