Celebrities are akin to gods in certain parts of the world. They are placed on pedestals and held to different standards merely because of the amount of money they make and their level of fame. Alongside being put on a pedestal comes the feeling of entitlement fans have towards their lives; who they are in a relationship with, what opinions they have and what actions they take. This relationship between fans and celebrities has created a social phenomenon known as celebrity culture, where people harmlessly admire another, or in extreme cases, where an obsessive fixation or idolisation of another is born.
Although every country has a celebrity culture, its pattern differs from place to place. In Nigeria, the culture is glaringly present but it does not necessarily extend beyond the confines of social media. In this article, we explore the celebrity culture in Nigeria and examine the ways in which it operates.
Celebrities in Nigeria
As Frank Furedi, an academic, aptly explains, the word celebrity is better understood as an adjective that signifies someone who possesses a quality of attracting attention. This definition acknowledges the presence of celebrities in all fields like the entertainment industry, sport industries or even medical fields. It is within these industries classes of celebrity status like A-list and B-list celebrities emerge, attributing the A-list to be more prominent and widely recognisable people both within the country and internationally while B-list are well-known individuals who may not enjoy the same level of fame and influence as A-list celebrities.
Traditionally, people become celebrities as a result of exceptional skill or accomplishment in their fields. However, in modern times celebrity status can be reached due to media publicity derived from reality tv shows or social media. In Nigeria, both the traditional and modern types of celebrities are present; actors, musicians, comedians, artists and footballers are more likely to become celebrities because of the nature and skills of their jobs, while stars from shows like Big Brother or popular social media influencers become popular because of their personalities or relatability. Regardless of the extent of one’s popularity, they not only become figures of admiration but people who influence public norms, consumer behavior and political opinion.
Nigerian celebrities, especially those in music and film often shape trends that resonate with the masses. Their music, fashion sense and on-screen personality spark trends that intrigue the public and set the tone for what is relevant and what is not. For example, Ayra Starr did not invent shirts that are the size of belts, but once her fashion style was built around the sexy image, people began to associate the mini skirts with her. Different types of celebrities also drive consumerism by participating in brand endorsements and promotions. Their level of influence definitely depends on their popularity, but regardless, traditional and modern celebrities alike are sought after by major companies to utilize their image and popularity to advertise products and services. Their association with a brand can elevate its reputation, increase sales and reach a broader audience. With thousands of followers and fans, the stars have a direct line of communication to their fan base through social media, enabling influence in consumer behaviour with just a single post or interaction with the brand.
Celebrity Culture in Nigeria
The presence of celebrity culture in Nigeria has been revolutionized by the emergence of social media. Prior to that, entertainment was something to be consumed with controlled access to its creator. The interaction between celebrities and their fans was kept at a minimum because there were no means to engage conveniently, however now, social media plays a pivotal role in how they operate. The stars become personalities carefully constructed according to how they want to be perceived, they also drive narratives that would only benefit them. Another way social media has changed celebrity culture is in the way fans and stars have access to each other. Although some believe it is controlled access, the only control they have is restricted to their own accounts because regardless of how much effort is put into curating an image, it only takes one crazy person to destroy it with either carefully curated lies or unattractive truths.
Access to celebrities in the way social media has allowed has created a volatile and unstable celebrity culture in Nigeria. There is an unhealthy fixation on the lives of stars to the point where they are stripped of personal privacy in an attempt to make them objects of gossip. Unfortunately, individuals only see gossip as a natural human habit when they are not subjected to it, because once they are, they start to recognize the harm and disrespect in it. Celebrities are not afforded the grace to maintain sacred relationships or events due to the number of eyes tracking their every movement. Even in times of pain, there are gossip blogs and “sources close to them” who treat broadcasting their experiences as a business venture. It would be easy to blame these reprobates for exploiting their privacy, but the truth is that those blogs are successful because fans and the general public have refused to be respectful.
Fans have an immense level of entitlement towards the people they idolize. Perhaps this comes from an over-inflated sense of importance, that these celebrities “are nothing without them”. There is a powerful feeling attached to being a fan of someone and thinking the support provided is a catalyst for their success. Undoubtedly, fans are a significant indicator of success because their presence is proof of recognition which later translates into monetary compensation in shows and brand deals. However, in actuality, the dynamic adopted between fans and celebrity success should rather be symbiotic. Celebrities do not attain status “just because”, and it is the same way people do not support others for absolutely no reason. It is the value added to the lives of others; either with their talents in music, acting, sports or even their likable personalities that prompt support. If there is no perceived value, then there would be no support at all.
Aside from the lack of privacy celebrities suffer, the culture manifests in the way fans of different talents in the same industry interact with each other. Oftentimes the animosity becomes a power trip between these fan bases trying to prove themselves and their idols better than the other. On social media, popular artists like Wizkid, Burna Boy, and Davido have a loyal fan base ready to fight any battles including those concerning their reputations, accolades or talents. While competition is a part of fan culture, it often becomes a toxic race between them. Fans go very far to defend their actions, saying the fan rivalry is a reflection of the rivalry or beef between the idols themselves. Hence, they are always prepared to go to bat at the slightest hint of disrespect because they believe they are protecting their idols, it becomes long-drawn moments of insults and anger on social media that are not productive.
Although celebrity culture in Nigeria is strife with many dangerous patterns, its dangers do nothing to stop people’s aspiration and desire to become celebrities. Unsurprisingly, the benefits of being a celebrity seem to outweigh its dangers. More attainable success in Reality TV shows like Big Brother, which turns ordinary people into overnight stars, affects the way people interact with them. Experiencing the success story of an “ordinary person” makes success seem more attainable, hence their relatability to the show ignites a fierce loyalty that makes their fans support them. This support carries on to the “real world” where the stars are serenaded with gifts and cars until the next cycle of stars arrives.
The only upside to the Nigerian celebrity culture is that it is majorly restricted to online access. There are no paparazzi in Nigeria, nor do Nigerians seem to care to dedicate their physical energy to stalking and hounding celebrities as they do abroad. The economic climate of the country is enough to tie citizens to their multiple hustles trying to make a living. The average Nigerian acknowledges celebrities whenever they come across them but the elation does not go beyond that, oftentimes the security details of the celebrities do not even give them a chance to become unnecessarily unruly.
Celebrity culture in Nigeria is as toxic as it is in other parts of the world. Celebrities are turned into commodities whose lives are up for exploitation because of their presence in the public eye. This relationship can be demoralising but the constant emergence of stars in all the industries chuck this to being a livable consequence to their aspirations for fame. While some people are attuned to a more private existence, their wishes do not always come through because of other people’s interest in their private lives.