Rudeboy says social media has diminished musicians’ star power

Nigerian musician Paul Okoye, popularly known as Rudeboy, has raised concerns about the impact of social media on the music industry, arguing that it has eroded the traditional "star power" of performers. He believes that the constant digital presence required of modern artists has stripped away the aura of mystery that once defined musical legends. Speaking on the shift in fan-artist dynamics, the singer noted that the era where artists were viewed as distant, elusive figures is effectively over due to the demands of online engagement.

According to Rudeboy, the overexposure resulting from social media platforms has led to a phenomenon he describes as "see-finish," where the public's extreme familiarity with an artist's daily life reduces their overall allure. He argued that in previous decades, musicians maintained a level of mystique that made their music videos and public appearances feel like major events. This lack of constant visibility created a sense of anticipation and excitement among fans that he feels is increasingly difficult to replicate in the current landscape.

The singer highlighted that this loss of mystery has had a tangible effect on live performances. He observed that because fans see artists so frequently on their phone screens, the thrill of seeing them in person has significantly diminished. "Unfortunately, it’s too late for us to bring back the era of artistes being mysterious," Rudeboy remarked, acknowledging that while social media has brought some positive changes to the industry, it has fundamentally changed the value of an artist’s persona.

While acknowledging the inevitability of digital evolution, Rudeboy’s comments reflect a broader debate within the African music industry regarding the balance between accessibility and brand prestige. As platforms like Instagram and TikTok become essential tools for marketing and reaching global audiences, veterans like Rudeboy suggest that the price of this visibility is the sacrifice of the "larger-than-life" status that previously characterized music icons.