By David Adebayo
The Big Brother Naija (BBNaija) Reality Show has over the years served as a veritable platform where many hitherto unknown young Nigerians who featured on the show shot to fame and stardom, attaining celebrity statuses and securing deals that may not have come their way if they had not been on the show.
With the grand prize increasing every year, it has fueled the desire of many Nigerians even those living outside of the country to want to be part of the show. This explains the increase in the number foreign-based Nigerians returning home to take part in the show with millions of people across the African continent watching live daily throughout the three-month duration.
While the show is borne out of Multichoice’s quest to create exciting contents for its growing subscribers across Nigeria and the continent, the show is rated as the most-watched and rewarding reality show in Nigeria.
This is not unconnected to the fact that international viewers are exposed to the Nigerian lifestyle, culture, and general ways of life through the weekly activities of the housemates.
Every season on the show, a new star is produced, and sometimes two or more, with the winner walking away with millions of naira in cash and prizes, including mouth-watering prizes.
This year (2022), like the previous years, new set of ‘stars’ were made and their fans expected they would be embraced by brands in the usual manner but some of them are getting the shock of their lives as it was gathered that top brands are not forthcoming with endorsement deals like they did with others in the previous editions.
Per Second News gathered that while Phyna, who emerged the winner of Season 7 edition, has been able to tie down one or two fringe endorsement deals in the last few weeks, the same could not be said of other housemates as their managements seem to be finding it hard to secure deals for them. In the case of the first runner-up, Bryann, not much has been heard from him since the show which started on July 23, ended on October 2, 2022.
Phyna carted away N100 million prize including N50 million prize money and the rest being gifts from the sponsors of the show.
She joins the club of proud winners like Laycon, Whitemoney, Mercy Eke among others, thus becoming the second female to win the reality show.
Although the reality star is said to be focusing on creating music and giving all its attention to craft, Bryann and some of his colleagues have struggled to attract corporate organizations for branding, activations among others.
It was learnt that one of the reasons the deals are not coming is unconnected with the fact that the BBNaija housemates are not living up to expectations coupled with the fact that this year’s edition of the show didn’t truly appeal to many Nigerians and the brands are not left out.
A source who did not want his name in print, said deals are not coming because BBNaija housemates are not approachable.
While frantic efforts are being made by some of them to position themselves for the big bags, it was further learnt that their charge rates are driving potential brands away. It was learnt that some of them charge exorbitant fee per post on each of their social media platforms, particularly Instagram where they attract more attention.
‘Siblings as managers not helping their brands’
Three weeks after the show, Chi Chi, one of the former housemates clinched her first endorsement deal on Thursday as she made announcement on her Instagram account, saying “finally it is here”. She welcomed her first endorsement deal with a skin care company since she came out of the reality show.
Concerned fans, however, advised the housemates to change their management teams in order to attract brands and get noticed as the current team managing their affairs are said not to be doing enough.
They urged them to stop handing over the management of their brands to their siblings who lack the experience to project them in good light and attract the right brands.
Taking to social media platforms, fans of Bella, one of the former housemates stated that Bella should change her older sister, Sandra Okagbue, who she assigned as her manager so as to fetch her more brands for a better deal.
Lack of talent manager affecting their fortunes
Another source, who spoke with Per Second News, revealed that lack of talent manager in the mould of Paul Okoye also known as Paulo who manages the affairs of former BBNAIJA housemates, Mercy Eke and Erica Nlewedim, is affecting the image and feasibility of the housemates.
He urged them to reach out to experienced hands in the field who understand the entertainment terrain and how to navigate it.