Popular Nigerian singer and former member of the defunct music group P-Square, Paul Okoye, popularly known as Rudeboy, has lamented the negative impact of social media on the music industry.

According to the singer, although social media has brought positive changes to the industry, it has also led to what he described as “see-finish,” a situation where artistes become so exposed that fans no longer see them as extraordinary.

Rudeboy made these remarks during a recent interview, where he expressed concerns about how social media has changed the way artistes promote their music and relate with fans.

He said: “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 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.

“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.

“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.”