Veteran Nigerian singer and member of the iconic pop duo P-Square, Paul Okoye, widely known as Rudeboy, has claimed that social media overexposure has stripped musicians of their aura, explaining why fans no longer swoon or faint when encountering global music stars.

Speaking during a recent interview on Lun Lifestyle TV, the "Reason With Me" crooner argued that while digital platforms have expanded global reach, they have simultaneously fueled a culture of "see-finish" by stripping away the mysterious, godlike image historically associated with music icons.

According to Okoye, constant content creation on platforms like TikTok and Instagram has eroded the excitement and anticipation that previously surrounded new music video releases and public appearances.

"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," Okoye stated.

Contrasting the current digital era with past decades, the pop veteran argued that even world-renowned legends would lose their dramatic appeal if subject to modern social media trends.

"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 added.

Okoye expressed frustration over modern music marketing strategies that force musicians to constantly share intimate aspects of their lives online, noting that privacy in public spaces like nightclubs has virtually disappeared due to smartphone cameras.

"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," he concluded.

Okoye’s comments come amid debates surrounding the West African music ecosystem regarding celebrity branding.

While seasoned stars like Mayorkun and Rudeboy have noted the downsides of overexposure, streaming algorithms and social media trends continue to push rising talent toward daily content creation to stay visible.

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“Music videos now are a waste of money. If Michael Jackson came out in this era, people would not be fainting for him. Artistes post on TikTok to promote their music, and people see them easily in clubs. Artistes are meant to be mystique.”

—Rudeboy (P-Square) https://t.co/eZqPVSydMW

— carter🌚 (@carter8f) October 25, 2026