The Scandal Economy: How Controversy Has Become a Career Strategy in Nigerian Entertainment
In Nigeria's vibrant entertainment industry today, silence is increasingly viewed as a career risk, while controversy has transformed from a damaging side effect into a deliberate product. From viral scandals to orchestrated online feuds, celebrities are leveraging drama, beef, and public relations stunts to propel their careers forward. A single scandal, a heated interview, a leaked video, or a reckless social media post can achieve what years of steady work sometimes cannot: instant relevance and widespread attention. This phenomenon, often termed the scandal economy, is a space where outrage fuels engagement, controversy attracts endorsements, and notoriety is frequently mistaken for genuine success.
From Talent to Trending: The Shift in Career Building
Historically, careers in Nigerian entertainment were built gradually through albums, films, comedy shows, and television appearances. Controversy existed but was typically seen as damaging, something artists aimed to avoid or manage discreetly, as public image held significant importance. However, in an overcrowded industry where numerous talented artists remain invisible, controversy has emerged as a powerful megaphone. For many entertainers, especially emerging ones, controversy serves as a shortcut to visibility. The formula is straightforward: spark outrage to capture attention, then convert that attention into followers, music streams, bookings, or lucrative endorsements.
This strategy manifests in various forms, including public feuds with fellow artists, provocative statements on sensitive topics, questionable stunts on social media, deliberate leaks, cryptic posts, and loud lifestyle displays designed to provoke envy or criticism. According to industry observers, a decade ago, a scandal could be a career-killer, prompting celebrities to go into hiding, hire public relations firms for apologies, and hope the public would forget. Today, the approach has shifted dramatically: artists lean into the chaos, aiming to trigger social media algorithms that reward intensity over morality.
For instance, during quiet hours like a Tuesday morning in Lagos, a notification might ping not about economic news or weather updates, but about a popular actress accidentally leaking a voice note or a musician staging a brawl at a pub. By 8:00 AM, discussions on X (formerly Twitter) are in full swing, and by noon, the individual is trending nationally. By evening, they could gain tens of thousands of new followers and secure brand influencer deals. A picture of a celebrity donating to charity might garner limited likes, while a video of them in a shouting match could amass millions of views and shares, making them more valuable to brands seeking visibility.
The Winners in the Chaos: Beneficiaries of the Scandal Economy
While the noise may seem mindless, it represents a calculated business move with multiple beneficiaries. The clout chasers, such as rising stars and influencers, view scandal as the ultimate shortcut. They argue that a well-timed controversy can make them household names in days, increasing social media followers, driving streams, attracting media coverage, and turning unknown names into conversation starters. Some artists remain relevant for years without hit songs by periodically shaking tables with scandals.
The blogs and gossip trolls act as middlemen in this economy, refining raw chaos into monetizable content. They take brief clips, add sensational headlines, and profit from traffic, treating every fight, insult, or rumor as lucrative material. As silent enablers, brands often prioritize attention over ethics, aligning with controversial figures under guises like giving second chances or celebrating authenticity. Marketing departments focus on numbers, so influencers with reach and engagement secure deals despite their reputations.
The Price Tag: Hidden Costs of the Scandal Economy
For every beneficiary, there is a cost, often paid quietly long after trends fade. In this economy, the currency extends beyond Naira to include human capital, raising questions about who profits and who bears the burden. Professor Jayeoba Foluso of Lagos State University notes a triangular payment involving the audience, artists, and the entertainment industry itself.
The audience pays with attention and mental health, becoming desensitized to artificial outrage that drowns out real issues like social injustice and economic hardship. The celebrity faces long-term damage, including typecasting as problematic, loss of trust from serious industry players, and difficulty building respected, enduring careers. Scandal-led careers require constant escalation to stay relevant, risking burnout of reputation, relationships, and privacy.
Entertainment lawyer Nobert Ajaegbu adds that the industry suffers from a lack of substance, as vibes and controversy overshadow talent. This risks creating a generation of entertainers skilled at starting digital fires but unable to genuinely act, sing, or tell jokes.
Case Studies: Portable and Mandy Kiss
For some celebrities, controversy is an unwanted shadow; for others, it is a strategic tool. Street-hop singer Portable exemplifies this, bursting into the mainstream with hits like Zazoo Zeh and an unfiltered persona. His public altercations, social media outbursts, and industry feuds reinforce his image as a street prophet, keeping him in the news cycle and driving streams and bookings. However, the price includes strained industry relationships, hesitant brand partnerships, and fluctuating public sympathy, making him a case study in how notoriety sustains visibility.
Social media influencer Mandy Kiss represents a newer celebrity type born from digital culture, with fame thriving on provocation through bold aesthetics and posts designed to spark debate. She understands that engagement, whether admiration or outrage, translates into relevance, using controversy as a conversation starter to maintain her presence across platforms.
In summary, Nigeria's scandal economy highlights a paradigm shift where controversy drives careers, but at significant hidden costs to individuals and the industry at large.
