In the dynamic landscape of the Nigerian music industry, music artistes are increasingly turning to unconventional strategies to thrust their craft into the global spotlight.
From feigning sickness to fabricating their demise, the pressure to capture attention for their new albums, EPs, or singles appears to be propelling young Nigerian musicians to creative extremes.
Over the years, artistes in Nigeria have employed various publicity stunts to amplify the visibility of their latest works, as the fear of dropping an album and falling short of expectations often drives them to the edge.
To some of the young artistes pervading the music space, the common denominator that unites them is fame; it doesn’t matter how it comes. The allure of being celebrated and rocking all shows within and without is too strong for them to ignore.
Nearly eight years ago, a now-renowned artiste sought fame and recognition by staging his death. While this might be the most recent and extreme example, it aligns with the trend among Nigerian musicians who occasionally resort to attention-grabbing stunts to announce upcoming releases or simply bask in the limelight.
One of the young music artistes currently making waves on the music scene was quoted as saying, “I am here for the fame, the attention, and the money.”
This may explain why young artistes are desperate to ‘blow’, as they say in local parlance. To them, one thing must make an artiste popular, whether through his music or publicity stunts.
Findings by Per Second News showed that not every artiste goes to the extent of faking their death; some prefer alternative strategies, such as courting controversies that linger in the headlines leading up to their album or single release.
According to information, some celebrities who are under constant pressure to stay relevant find motivation to go to any lengths, sponsoring news about their fictitious illnesses, demanding immediate medical attention, or claiming to have fathered five children from various women.
Recently, Nigerian rapper Oladips sent shockwaves through the industry when his management announced his death on his personal Instagram account.
A video had emerged of how he was struggling to get to the hospital the night before he allegedly died. But it turned out to be a hoax, as Oladips is currently granting interviews, apologizing to his fans for what he described as misinformation from his management.
It was a mixed feeling for many of his fans on social media platforms to hear the news of his demise in one breath while being alive at the same time.
Despite the outpouring of grief and confusion on social media, it turned out that Oladips was alive, and his colleague, QDot, clarified the situation, asserting that the rapper was alive on his Instagram page.
Less than 24 hours after his alleged demise, Oladips’s team released his new album, sparking speculation that the rapper might have orchestrated the publicity stunt to simulate his death.
Reacting to this death hoax, veteran DJ Jimmy Jatt expressed that faking one’s death to achieve stardom or fame is a misguided endeavor. He emphasized that while it is common for artistes to promote their work, deceiving the public with a death hoax is an unacceptable step.
In Jimmy Jatt’s words, “I don’t think there is anything more at the crossroads of comic absurdity than faking your own death.”
Living with the consequences
The aftermath of such stunts often casts a long shadow on the careers of celebrities who engage in the act of faking their deaths. While some may temporarily enjoy a surge in attention and curiosity, the toll it takes on their credibility and public trust can be irreparable.
Veteran DJ Jimmy Jatt, reflecting on these staged deaths, emphasized that the backlash from such ventures typically engulfs the artistes. Once the sensationalism of the stunt has captured the public’s attention, they may quickly become critical and doubtful of future endeavours.
While a select few manage to navigate the storm and maintain a semblance of success, others find the journey far from smooth.
Why do artistes fake their deaths?
The pressure to live up to the expectations set by such dramatic stunts becomes an insurmountable challenge. The discrepancy between the fabricated spectacle and the reality of their careers creates a chasm that some celebrities struggle to bridge.
Living with regrets about failed publicity stunts
While a handful may be fortunate enough to weather the storm, the majority can’t sustain the pressure and eventually cave in. The quest for fame through unconventional means becomes a double-edged sword, cutting through the fabric of their careers and leaving scars that are challenging to heal.
Stakeholders express concerns and warn against faking one’s death.
The worrisome trend of celebrities resorting to death hoaxes for publicity is not lost on stakeholders in the music industry and even the seemingly unfazed music fans.
Expressing unease about the situation, a prominent stakeholder, Adewale Ayuba, noted that regardless of how carefully planned a publicity stunt may be, it cannot substitute for the genuine value that talent and craft bring.
In his perspective, whatever an artiste’s talent and creativity cannot earn, no matter how alluring the stunt, it won’t lead to lasting success.
He urged artistes to redirect their focus towards creating timeless and relatable music rather than expending their energy on buzz that ultimately won’t propel them forward.
In a world where attention spans are fleeting and trends evolve rapidly, Ayuba called on artistes to concentrate on the enduring essence of music rather than fleeting spectacles.
Also reacting, famous music producer Del B said: “For me, the message is clear: enduring success lies in the authenticity and lasting impact of the music itself, not in the transient allure of attention-grabbing theatrics.”
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