Social media was set ablaze with rumours this week, but not by a real fire. Controversial influencer Emmanuel Obrutse, popularly known as GehGeh, found himself at the centre of a storm after claims that his newly unveiled multi-million naira museum in Delta State had been destroyed by fire.
The Spark: From Grand Launch to Alleged Ashes
Earlier in the week, GehGeh had proudly unveiled the GehGeh Museum, a project he reportedly valued at between ₦250 million and ₦500 million. Videos from the launch on 23 December 2025 showed large, excited crowds gathered around the distinctive white multi-storey building, and the content quickly went viral across platforms.
However, just days later, the online narrative took a dramatic turn. Images began circulating that purported to show the same building engulfed in thick, dark smoke. The rumours gained significant traction after GehGeh himself shared cryptic and emotional messages on his page. One post, which read “The heart of man is wicked,” seemed to lend credibility to the disaster claims, sending his followers into a frenzy of concern and speculation.
Dousing the Flames: How the Hoax Was Uncovered
It didn't take long for sharp-eyed social media users to start questioning the story. Several red flags were quickly identified:
- No Visual Proof of Real Fire: Observers pointed out the complete absence of any videos showing actual open flames, firefighters, or emergency responders at the scene.
- AI-Generated Inconsistencies: Many users noted that the smoke patterns and debris in the shared images looked unusually uniform and lacked the chaotic realism of a real fire. The visuals were quickly suspected to be the product of artificial intelligence tools.
- On-the-Ground Confirmation: The most damning evidence came from visitors and residents familiar with the area in Delta State. They took to social media to confirm that the museum building was completely intact and unharmed, definitively proving the fire images were fabricated.
Fanning Backlash and Broader Concerns
The revelation that the incident was a hoax triggered immediate and severe backlash against GehGeh. Critics from across the online community accused the influencer of orchestrating a cheap stunt to chase clout and engagement. His brand, built on provocative TikTok “lectures,” was called into question for crossing a line into outright deception.
Many commenters called for people to unfollow him, labelling the act as irresponsible and dangerous. One widely shared critique read, “You should not play with fire, even if it is fake,” capturing the anger of those who felt public trust had been manipulated for attention.
Beyond the personal drama, the GehGeh episode has reignited serious concerns about the proliferation of AI-generated content and its potential for spreading misinformation. Experts have repeatedly warned that such realistic fake visuals can easily mislead the public, especially when shared rapidly without verification. This incident highlights how quickly falsehoods can spread online and the increasing difficulty for average users to distinguish between authentic and fabricated content.
GehGeh, whose real name is Emmanuel Obrutse, is no stranger to massive online attention. He previously drew a reported 177,000 viewers to a TikTok live session, claiming the gifts received were life-changing, worth approximately $30,000. This latest controversy, however, underscores the fine line between provocative content and public misinformation in Nigeria's dynamic digital space.
