Rudeboy on social media: The Nigerian singer says constant online exposure has reduced the mystery and excitement surrounding music stars
Nigerian singer Paul Okoye, popularly known as Rudeboy, has said social media has changed the relationship between musicians and their fans, arguing that constant online exposure has reduced the excitement and admiration artistes once enjoyed.
The former P-Square member shared his views during an interview with Lun Lifestyle TV, where he reflected on changes in the music industry and how celebrities interact with their audiences.
According to Rudeboy, musicians were once regarded as mysterious figures because fans had limited access to their private lives.
Their appearances in music videos, concerts and occasional visits to fans’ cities often provided rare opportunities to see them.
He argued that platforms such as TikTok have changed that dynamic by allowing fans to watch their favourite artistes regularly, including through dance videos, promotional clips and other social media content.
“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,” Rudeboy said.
He added that if late American pop star Michael Jackson were alive today and regularly posted promotional content on social media, fans might not react to seeing him in public in the same way they once did.
The singer also questioned the continued financial investment in music videos, suggesting that changes in audience behaviour had reduced their appeal.
“Music videos somehow now, because of this generation, is a waste of money. I am sorry to say this,” he said.
Rudeboy recalled that during P-Square’s rise to fame, fans mainly encountered the duo through their music videos and live performances rather than through frequent glimpses into their everyday lives.
He said social media had made celebrities more accessible but had also diminished the sense of distance that once contributed to their public image.
“Social media brought positive change to the industry but it also led to ‘see-finish’. Artistes are now too exposed,” he said.
The singer pointed to the growing tendency of celebrities to share personal moments, including what they eat, their emotional experiences and their social outings.
He also contrasted the privacy musicians once enjoyed at nightclubs, where access to VIP areas was often restricted, with the current situation in which fans and other patrons frequently record celebrities on their phones.
According to Rudeboy, the constant visibility has made it harder for artistes to maintain the mystique associated with earlier generations of music stars.
“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,” he said.
Although he acknowledged that social media has brought positive changes to the entertainment industry, Rudeboy maintained that its influence has come with challenges for celebrity image and fan admiration.
His comments highlight an ongoing debate within the music industry about balancing online promotion and audience engagement with privacy, exclusivity and the traditional appeal of celebrity culture.
