Key Takeaways

• Rudeboy believes social media has contributed to “see-finish” by making musicians constantly visible to their fans.
• He shared his views during an interview with Lun Lifestyle TV.
• The singer argued that repeated TikTok videos and promotional posts may have reduced the excitement fans once felt when seeing artistes.
• He used Michael Jackson as a hypothetical example to explain his view of celebrity mystique.
• Rudeboy questioned the expectation that musicians should post content every day.
• He also argued that music videos may no longer carry the same promotional weight they once did, although the interview does not independently prove this.
• He acknowledged that social media has brought positive changes to the music industry while criticising the level of exposure it creates.

Nigerian singer Paul Okoye, popularly known as Rudeboy, believes social media has changed the way fans relate to musicians, arguing that constant online exposure has reduced the sense of mystery that once surrounded music stars.

Speaking during an interview with Lun Lifestyle TV, the former P-Square member explained that artistes were once less visible outside music videos, performances and scheduled appearances. In his view, the rise of social media has made musicians so accessible that fans no longer experience the same level of excitement and admiration.

Why Rudeboy Says Social Media Has Changed Fan Culture

Rudeboy linked the change to the frequency with which artistes now share content online. From TikTok dance videos to daily promotional posts, musicians can appear on fans’ screens repeatedly, even when they are not releasing new music.

He argued that this constant visibility may have weakened the special feeling audiences once associated with seeing their favourite performers in person.

Explaining his point, Rudeboy said:

“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.”

The comparison with the late Michael Jackson was used to illustrate Rudeboy’s opinion that frequent online exposure can reduce the sense of celebrity mystique. His example was hypothetical, rather than evidence of how audiences would necessarily respond to the legendary performer today.

‘Artistes Are Now Too Exposed’

The singer also questioned the expectation that musicians should publish content every day to remain visible and promote their work.

Rudeboy suggested that artistes once maintained a greater distance from their audiences, allowing fans to see them mainly through music videos, performances and occasional public appearances.

He expressed his concern about the difficulty of restoring that former sense of exclusivity, saying:

“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.”

His comments reflect a tension in modern music promotion: social media gives musicians direct access to audiences, but the constant demand for new content can also make public exposure feel routine.

Has Social Media Reduced the Value of Music Videos?

Rudeboy also questioned whether music videos still have the same promotional importance they once had.

Reflecting on the period when P-Square built its public image, he said audiences had fewer opportunities to see the duo outside their videos and appearances. He suggested that this limited visibility helped preserve the excitement surrounding their performances.

He criticised the current approach to promotion, stating:

“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.”

The statement represents Rudeboy’s personal assessment of the changing promotional landscape. The interview excerpt does not establish that music videos have become ineffective for the music industry as a whole.

What Rudeboy Means by ‘See-Finish’

Rudeboy’s central criticism is that excessive familiarity can change how fans perceive celebrities. When audiences regularly watch musicians share everyday activities, personal moments and behind-the-scenes content, the distance that once separated stars from their fans may become smaller.

He summed up his view by acknowledging both sides of social media’s influence:

“Social media brought positive change to the industry but it also led to ‘see-finish.’ Artistes are now too exposed. Fans see how they eat, cry. Before when artistes go to club, they stay in restricted VIP areas, but now when they are clubbing, everyone is filming.”

His comments suggest that he does not dismiss social media entirely. Rather, he believes its benefits have come alongside a loss of privacy and exclusivity for musicians.

The Changing Relationship Between Artistes and Their Audiences

Social media has become a direct channel through which musicians can communicate with listeners and promote their work. Rudeboy’s remarks raise a question about how artistes can take advantage of that access without making their public presence feel constant or ordinary.

His argument is that visibility alone may not create the same excitement as carefully timed appearances and performances. However, the interview provides his perspective rather than independent evidence that fans across the industry have stopped showing strong reactions to musicians.

Ultimately, Rudeboy’s comments highlight the balance modern artistes face between staying connected to their audiences and preserving the mystique that can make celebrity encounters feel special.