Music executive Ubi Franklin has said reality show Big Brother Naija (BBNaija) no longer commands public conversation the way it once did, despite remaining a commercially successful brand.

Franklin made the remark in a post on his X account, comparing the show to a still-thriving artiste who has nonetheless lost cultural relevance.

"Big Brother Naija reminds me of a massive artist who is still successful, still performing and still has fans, but no longer commands the conversation like before," he said.

According to him, while the show remains a major brand, it has lost some of the buzz and cultural weight it used to carry.

"That's where Big Brother is today. It's still a big brand, but the cultural relevance isn't what it used to be," he said.

Franklin called for a strategic rethink, arguing that continued success alone isn't enough to guarantee relevance going forward.

"Sometimes being successful isn't enough—you have to go back to the drawing board, re-strategize, reposition and find a way to become relevant again," he added.

ID