Nigerian singer Rudeboy believes social media has taken away some of the mystique that once made musicians feel larger than life, arguing that constant online exposure has changed how fans react when they meet their favourite stars.
The singer, whose real name is Paul Okoye, shared his views during an interview with Lun Lifestyle TV, where he reflected on the differences between the music industry before social media became dominant and the current era of TikTok videos, daily updates and promotional content.
According to Rudeboy, artists were once more difficult to access outside their music videos and public appearances. That distance, he suggested, helped create a sense of admiration that is harder to maintain when fans can watch musicians’ everyday lives online.
He also questioned whether the industry has lost some of the impact associated with traditional music videos.
“Music videos somehow now, because of this generation, is a waste of money. I am sorry to say this,” Rudeboy said.
Recalling his time with the now-defunct P-Square duo, he explained that audiences previously had fewer opportunities to see artists outside carefully presented appearances.
“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,” he said.
His strongest argument centred on how frequently fans now encounter musicians on social media.
“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 used the late Michael Jackson as an example, suggesting that even a global superstar’s public image could be affected by constant promotional content.
“If Michael Jackson was alive now and doing promotional content on social media, nobody would see him and faint,” he added.
Rudeboy’s comments point to a tension in today’s music business: social media gives artists direct access to audiences, but that same access can make celebrity life feel less exclusive.
He acknowledged that social media has brought positive changes to the industry, even as he criticised what he described as “see-finish” — a Nigerian expression referring to familiarity that can reduce someone’s perceived prestige or authority.
He argued that fans now see more of artists’ private and everyday moments, including how they eat, cry and spend time in clubs. In his view, the constant filming and sharing of these moments has reduced the distance between performers and their audiences.
That is also why Rudeboy challenged the expectation that musicians should post content every day.
“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.
The remarks offer a different perspective on a promotional strategy widely used by modern artists, many of whom rely on frequent online content to keep their music visible and maintain engagement with fans.
For Rudeboy, however, visibility comes with a trade-off. Social media may help artists promote their work, but he believes that being constantly seen can make the experience of seeing a star in person feel less extraordinary.
His comments highlight an ongoing question for the music industry: how can artists remain accessible enough to build an audience without losing the sense of mystery that once made fame feel special?