Big Brother Naija: The End of An Era in Nigerian Pop Culture?

In September 2020, Olamilekan “Laycon” Agbeleshe emerged as the last man standing at the fifth season of Big Brother Naija. One would think that Nigeria had gotten a second independence with the loud cheers from streets corners and houses once the announcement was made on the Sunday night eviction show. His 71-day journey in the house and a die-hard fan base made his win seem almost inevitable. Laycon embodied the typical rags-to-riches narrative that captivated Nigerian audiences. His story, tinged with struggle and rejection—particularly by the season’s darling, Erica—only cemented his appeal.

Season 5 boasted a number of standout personalities: Dorathy Bachor, Nengi, Neo, Vee, Beauty, and TolaniBaj, among others. Airing during the COVID-19 lockdown, the show was inescapable. Even those who initially resisted were eventually swept up in the social media frenzy, compelled to understand the buzz. Big Brother Naija was the zenith of pop culture. Its influence permeated fashion, birthed social media influencers, reimagined slang, spawned memes, and most significantly, redefined Nigeria’s stan culture. While passionate fan bases had long existed in the music world—rallying behind the triumvirate of Davido, Wizkid, and Burna Boy—BBN contestants now commanded their own legion of die-hard supporters.

Upon leaving the house, contestants were catapulted into celebrity status, treated like royalty, and showered with invitations to exclusive events and brand ambassadorships. Big Brother Naija had become the fast track to Nigerian stardom. But as the dust settles on subsequent seasons, a question lingers: Does BBN still reign supreme in Nigerian pop culture, or has the landscape shifted?

Fast forward to July 2024, and the ninth season of Big Brother Naija, themed “No Loose Guard,” began with a novel twist. Housemates entered in pairs: romantic couples, best friends, twins, and even a married duo parading as platonic companions. The producers banked on this shake-up to ignite conversation, and initially, it did spark  intrigue. Yet, as the season nears its conclusion—merely two weeks away—the trend-setting show seems to have lost its momentum. Evicted housemates, once poised for instant fame, now fade into obscurity, their personalities failing to leave an indelible mark on the Nigerian public consciousness.

The waning interest is palpable, and while it’s easy to blame the producers, the fault is not exactly theirs as their approach hasn’t deviated from previous successful formulas. The show’s diminishing impact shows a broader shift in Nigeria’s cultural landscape. What factors have conspired to dull the shine of what was once the nation’s most dazzling reality TV spectacle? Is this temporary or a sign of a more profound change in Nigerian entertainment preferences?

The predictability of the show is one thing to grapple with. When Wanni and Handi, arguably the season’s most popular duo, instigated chaos, many viewers prematurely crowned them as winners.  The apparent recipe for victory—fall in love, stir up conflict, and perhaps make food for everyone—has become so transparent that it borders on cliché. It’s as if the same script is recycled year after year, with only the faces changing. 

Moreover, authenticity concerns that were once largely ignored have begun to plague the program. As the stakes for contestants have risen—with victory now synonymous with instant celebrity and lucrative brand deals—skepticism has crept in. Some viewers now perceive the show as staged, a carefully orchestrated spectacle designed to deliver the drama and storylines that have historically captured audience attention. Are the conflicts genuine, or merely calculated moves? 

Additionally, the shadow of Nigeria’s economic crisis looms large over every aspect of daily life, including entertainment consumption. As fuel prices skyrocket, the naira plummets against the dollar, and inflation spirals out of control, the impact on Big Brother Naija’s core audience—the youth—is profound. Traditionally, the show’s viewership has been dominated by young Nigerians, those with some time to immerse themselves in the daily dramas of their peers on screen. However, the youth in 2024 are tired. Majority, driven by necessity, juggle multiple jobs in a bid to beat the failing economy, and an increasing number leave the country. While BBN hasn’t lost its entire viewership, the mass required to dominate social media conversations has dissipated and a shift in priorities has occurred. 

But what does this decline say about the evolving media preferences in Nigeria? A good time is now defined by ‘Netflix and Chill,’ or going to the cinema with a lover to catch the latest blockbusters. Even homegrown Nigerian films are experiencing a renaissance, captivating audiences with historical stories, the likes of Lisabi and Funmilayo Ransome-Kuti, that resonate. For Big Brother Naija to reclaim its cultural throne, a reimagining may be necessary as the show’s producers face a critical juncture: innovate or fade into obscurity. This challenge extends beyond mere format tweaks or casting decisions. It requires a fundamental reevaluation of what Nigerian audiences seek in their entertainment in this pop culture era. As the ninth season draws to a close, one wonders if Big Brother might just have an ace up his sleeve.