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Celebrity today, pauper tomorrow: Sudden rise and fall of social media celebrities

In today’s world of viral fame, social media has become both a powerful stage and a fleeting spotlight, birthing countless celebrities who shoot to stardom overnight. Yet, for many, the spotlight dims just as quickly, leaving them grappling with obscurity and the harsh realities of life outside the public eye, GODFREY GEORGE writes

“It’s lonely at the top. Lonely, lonely, lonely…” These opening lines from Nigerian artist Asake’s hit Afrobeat track capture a universal truth for many who rise to fame, only to face the inevitable and often painful isolation that follows.

The rush of success can be exhilarating, but just as quickly as the spotlight shines on them, it fades, often leaving a void filled with loneliness.

This reality is all too familiar for many public figures, especially those who have tasted viral fame.


In today’s social media-driven world, fame can be achieved almost instantaneously, but the climb to the top has become increasingly rapid.

Yet for many Nigerian social media celebrities, the descent can be just as swift, if not more so.

Once celebrated, they can quickly find themselves abandoned, forgotten, or worse—vilified by the very audience that once adored them.

For the millions of young Nigerians attempting to stake their claim in the ever-expanding digital landscape, the fleeting nature of social media fame is a harsh truth to accept.

As the digital space evolves, the rise and fall of influencers becomes ever more pronounced, making it clear that fame, though seductive, is often short-lived.

For those who rise to prominence, the pressure to maintain that visibility and relevance becomes overwhelming.

The line between stardom and obscurity is razor-thin, and many who find themselves at the top of the digital ladder soon discover that the view from the top is not as glamorous as it seems.

Wisdom Alfred, the aquafina boy

It wasn’t long ago that Wisdom Alfred, the 22-year-old whose antics had social media buzzing, was on top of the world. Known to millions as Dr H20, his vibrant promotion of Aquafina Water in a viral video shot at a bus garage in Onitsha, Anambra State, turned him into an overnight sensation.

With his contagious enthusiasm and unfiltered charisma, Alfred captured the attention of a generation, and most notably, the attention of Aquafina itself. The company saw an opportunity, and in a move that many would consider a golden endorsement, they decided to back Alfred’s water business with a generous investment.


The investment was nothing short of transformative. Aquafina didn’t just offer cash; they equipped him with everything he needed to succeed—machines, a generator, a freezer, and even three years’ worth of shop rent.

In a matter of days, Alfred went from being an unknown face in the crowd to the owner of a thriving business, positioned to make waves in the local market.

“It felt like a life-changing moment,” Alfred recalls, his voice tinged with the remnants of a past joy. “I was so hopeful, so grateful. I thought this was the start of something big.”

But like many stories of sudden fame, this one proved fragile. What followed was a shocking collapse, one that no amount of entrepreneurial spirit could have predicted.

The business that was meant to set him up for life, the brand partnership that was supposed to propel him to the next level, began to unravel before his eyes.

He found himself unable to account for the money—neither the capital nor the profits.

“It was like the funds just disappeared,” Alfred says, his face clouded with confusion. “I kept asking myself, what’s going on? Where did it all go?”

As the weeks turned into months, the mystery deepened.

Alfred’s initial optimism began to slide into frustration.

Despite having kept records of every sale and knowing that he had bought truckloads of Aquafina, he couldn’t understand why his business was failing.

And then, in the midst of the chaos, a thought entered his mind that he hadn’t expected: What if this wasn’t just bad business? What if there were unseen forces at play?

“I couldn’t explain it,” Alfred says, his tone shifting from perplexity to something more haunting.

“It wasn’t just a financial loss. It felt like there was something else, something spiritual, behind all of this.”

Social media celebrities like Alfred—who rise quickly, often through viral moments, and fall just as fast—are left to pick up the pieces when their business ventures or brand partnerships fail.


Vera Anyim: From celebrity to solitude

In the ever-changing world of social media, fame can be as fleeting as it is intoxicating.

For Vera Anyim, a congregant at Dunamis International Gospel Centre in Abuja, her rise to prominence was as sudden as it was unexpected. But as quickly as she became a public figure, the isolation that followed has been equally striking, offering a sobering reality of what happens when the spotlight fades.

Vera’s initial claim to fame came from a testimony at Dunamis Church, where she shared her journey to becoming the first university graduate in her family. The heartfelt story resonated with many, and soon after, she was thrust into the limelight.

However, this newfound attention quickly turned sour when Pastor Paul Enenche publicly questioned her academic credentials, raising doubts about the authenticity of her degree. The incident shocked many, and despite a public apology from the church, Vera’s reputation was forever altered.

What followed was a tragic series of events that highlighted the fragile nature of social media fame.

In a desperate attempt to maintain some semblance of stability, Vera sought financial help from her followers.

“I’m not financially buoyant enough to rent an apartment, and where I live is risky due to insecurity and its open nature,” she confessed, urging Nigerians for assistance.

The once-celebrated figure now found herself hiding, struggling to find safety and privacy in a world that had once adored her.

“I am a normal person like we all are,” Vera posted on April 28, 2024, trying to remind her followers that fame hadn’t changed her fundamental human nature.

“The last time I checked, I eat what you eat too and drink tap water also. The difference is that I am known now.” Yet, despite her attempts to maintain a grounded persona, the cost of fame was becoming too heavy to bear.

By June 5, 2024, Vera’s online presence, once filled with engagement and support, began to show stark signs of decline. A post she made, in which she offered free page promotion to businesses, received a meagre two likes, a far cry from the thousands of reactions she once garnered.

The shift in her online popularity mirrored her real-world struggles—a stark contrast to the attention and adoration she once enjoyed.

The sharp decline was evident, and Vera’s once-bustling social media presence now felt eerily quiet and abandoned.

A close ally of Vera told our correspondent that her fall began when several scammers began to open hundreds of pages in her name, making it difficult for people to tell who was who.

Additionally, the ally noted that the NPF, where Vera worked in Abuja, had to call her to order, as her conduct on social media was bringing disrepute to the Force.

From the heights of public adoration to the depths of solitude, Vera’s story also serves as a poignant reminder of the fragility of fame.

Happy Boys: From grace to grass

The story of Matthew Precious Kelechi and Amakor Johnson, famously known as the Happy Boys, is a poignant tale of the double-edged sword of viral fame.

In early 2022, these young security guards became overnight sensations after a video of them dancing while on duty at a Chicken Republic outlet in Nigeria captured the hearts of millions on TikTok and other social media platforms. However, their journey from joy to hardship underscores the challenges of navigating sudden fame without robust support systems.

The Happy Boys’ lively dancing while manning their security posts symbolised a break from the mundane for many Nigerians. However, while the public celebrated their exuberance, their employer—a security firm contracted by Chicken Republic—terminated their jobs for “unprofessional conduct” on duty.

The eatery itself clarified it had no involvement in their dismissal but faced backlash as Nigerians expressed outrage at what they perceived as injustice.

This public sympathy soon attracted the attention of prominent figures, including the General Overseer of Omega Power Ministries, Pastor Chibuzor Chinyere.

Known for his charitable works, the cleric offered the boys a life-changing opportunity: a scholarship to study abroad in Cyprus.

The gesture was hailed as a shining example of philanthropy, with the pastor emphasising the need for the boys to have a better future through education rather than menial labour.

Trouble in paradise

The Happy Boys arrived in Cyprus in late 2022 and enrolled in an institution, with OPM funding their tuition and living expenses.

However, by mid-2023, the dream took a negative twist.

The sharp depreciation of the Nigerian naira against the US dollar placed immense pressure on OPM’s finances, forcing the church to cancel its foreign scholarship programmes.

Students were advised to either return to Nigeria or transfer to universities in more affordable countries, like the Benin Republic.

Instead of quietly complying, the Happy Boys went public with their grievances. Through videos and posts on social media, they accused Pastor Chinyere of abandoning them and prioritising other students.

They also claimed they were homeless, out of school, and left to fend for themselves on the streets of Cyprus. Their allegations gained traction online, splitting public opinion.

While some criticised the pastor for not sustaining his promises, others accused the boys of being ungrateful and unprofessional in handling the matter.

A public feud, legal trouble

The feud took an ugly turn when leaked voice notes, allegedly from Pastor Chinyere, surfaced online, in which he expressed frustration with the boys’ behaviour and even purportedly cursed them.

The pastor later clarified that his comments were born out of anger at their ungratefulness but announced his decision to forgive them.

He extended an olive branch by reinstating their scholarship, albeit within Nigerian or Beninese institutions.

While these tensions unfolded, the Happy Boys faced another blow.

Reports emerged in October 2023 that they had been detained by Cypriot authorities due to unpaid school fees and were at risk of deportation.

By November, there were unconfirmed sightings of the duo back in Nigeria, allegedly staying at a hotel in Abuja, jobless and unsure of their next steps.

One of the Happy Boys, who spoke to our correspondent but requested anonymity, explaining that he was not a spokesperson for the group, said they were struggling with the challenges of being back in Nigeria.

“As I speak to you, we have nothing. Recently, we approached one of the brands that had signed us to see if we could dance for them, but they refused to respond positively. It feels like we’ve lost our shine. We’ve fallen so far. Now, we’re asking Nigerians for help. This time, we know how to use the money wisely. We’ve learned from our past mistakes.”

Where is Chef Dami?

Chef Dami, whose full name is Damilola Adeparusi, gained widespread attention in mid-2023 when she undertook a 120-hour cooking marathon in Ekiti State.

This followed Hilda Baci’s certified Guinness World Record achievement for the longest cooking marathon at 93 hours and 11 minutes.

Despite the apparent similarities, Chef Dami clarified that her attempt was not aimed at competing with Hilda or achieving GWR recognition but a personal endeavour fuelled by her passion for cooking.

Dami’s cook-a-thon sparked mixed reactions. While some praised her courage and ambition, others criticised her for allegedly seeking to overshadow Hilda’s record-breaking feat. The controversy escalated as public discourse debated her motives, with some accusing her of attempting to “steal the shine.”

She responded by emphasising that her effort was purely for personal satisfaction and to inspire those who supported her, claiming GWR recognition was never her goal.

Since her brief viral fame, Chef Dami has kept a low profile. In July 2023, she secured an endorsement deal of N1m, as seen on her official page on Facebook, which had around 377 followers. In October 2023, she made a cryptic post, responding to her ‘haters’. She wrote,

“By the time we are done with you, you will not be able to stand on your feet again. This was from the acclaimed ‘people of God.’ Among the countless insults, curses, threats, and bullying, I now understand the content of 1 Peter 4:17: surely judgment will begin from the house of God.

“The first time the man of God tried to challenge my God, he failed. Then he told me to prepare for war. But these are the people of God. Are they not supposed to be godly?

“Assuming I had died a few days ago, people would have understood better what I’ve been going through, through the testimony of those around me. But I’ll still try and bind my peace because it is a testimony that others can learn from.

“I know about gods—that is why I chose the undefeatable God. Surely they shall gather, but they that are with me are more than they that are with them.

“I’ve been in constant fear for my life. Countless times they’ve tried to destroy me as promised, but with God, I keep moving as if nothing ever happened.

“Shouldn’t we have gotten over this? I mean, it’s been four months already. Guess you will not stop until I stop breathing?

“I’ll try to update this piece while I try to hold onto my peace.

#GodOverEverything#CertifiedChefDammy”

Since then, there has been no recent significant public activity or projects attributed to her.

Speculations abound about whether her career in the culinary world has gained any traction post-marathon, but no concrete updates indicate any prominent new ventures.

Her story reflects the challenges of navigating public perception in the age of social media.

While she captured attention momentarily, sustaining that momentum seems to have been a challenge, especially without a structured long-term strategy.

For now, it appears Chef Dami has retreated into the background, leaving her moment of fame as a curious chapter in Nigeria’s culinary and social media history.


Exploited and dumped

The woman known as Bunch of Women, who went viral for her emotional outburst during a court session addressing her husband’s infidelity, is Blessing Newton Abahi.


Entertainers showcasing multiple talents
Her story gained massive attention after the video, in which she vividly described finding her husband with multiple women in their matrimonial home, was shared widely online.

The clip was not only a sensation on the YouTube channel Justice Court but also inspired memes and trends across TikTok.

Blessing’s articulate and impassioned speech resonated with many Nigerians, sparking debates about marital fidelity and gender roles in relationships.

Some people empathised with her plight, while others turned her pain into humorous skits and social media content.

The incident drew significant public sympathy, with several individuals reportedly donating funds to help her restart her life amidst the turmoil.


However, after her rise to internet fame, Blessing appears to have reconciled with her husband, a development that surprised and divided public opinion.

In subsequent videos, she credited the court for mediating their reconciliation.

Despite this, some reports suggest that the reconciliation might have been short-lived or staged.

When called on the phone to give a brief insight into her present life, Blessing simply said, “My brother, nothing has changed. I am how I was before now. I only heard on social media that I was trending that period, but after that, I am just the same way I am. There are no changes. My children are still suffering, and the situation in my home has not improved.”

Olajumoke ‘Oniburedi’: From grass to grace to grass

Olajumoke Orisaguna, affectionately dubbed ‘Olajumoke Onibread’, captivated the public’s imagination when her life transformed overnight after being discovered by iconic photographer, TY Bello in 2016.

At the time, Olajumoke was a bread seller in Lagos, striving to support her young family.


Fate intervened when she inadvertently walked into a photoshoot with British rapper Tinie Tempah, and TY Bello. While reviewing the images, the duo spotted Olajumoke’s photogenic potential.

This serendipitous moment catapulted her into instant stardom, with modelling contracts, magazine covers, and endorsements quickly following.

However, Olajumoke’s meteoric rise was not without its pitfalls.

During a recent press conference organised by the Cardinal Foundation, led by Doja Allen of City 105.1 FM, she candidly shared the struggles she faced after stepping out of the limelight.

Reflecting on her journey, she recounted how missteps and mismanagement derailed her burgeoning career, a humbling experience that brought her back to square one.

“I have suffered a lot,” she confessed, emphasising her gratitude to TY Bello and journalist Azuka Ogujiuba, who stood by her during challenging times.

“My advice to those coming behind me is to work hard and never bite the finger that feeds them. I made many mistakes, but I’ve learned my lessons and want others to learn from my story.”


Olajumoke detailed how her decision to leave Azuka’s mentorship for a new manager, led to financial exploitation.

Despite landing lucrative modelling gigs, Olajumoke often found herself underpaid and struggling to make ends meet.

“I travelled to South Africa for Soweto Fashion Week and was paid a lot of money,” she recounted.

“I didn’t know exactly how much, but my manager just told me we were travelling. I was happy, but when we returned, she said I would pay for my accommodation, return ticket, and feeding. She gave me just N200,000 at the end of the trip.”

The cycle repeated itself during subsequent trips, with her manager reportedly withholding payments and controlling her social media accounts.

This exploitation strained Olajumoke’s finances, leaving her unable to adequately care for her two children.

Reflecting on these experiences, she lamented her lack of education.


“If I was educated, my former handler wouldn’t have taken advantage of me the way she did. Parents should ensure their children go to school. Whatever you do, let your children be educated because that’s why we struggle.”

Despite these setbacks, Olajumoke expressed deep gratitude to TY Bello and Azuka, both of whom played pivotal roles in her rise and subsequent return.

meanwhile, Azuka shared her decision to forgive Olajumoke after she apologised, despite warnings from colleagues.

“When she apologised, many advised me not to take her back, but she had already earned a place in my heart. Everyone makes mistakes.”

With Azuka’s support, Olajumoke is now interning at City 105.1 FM and preparing to host her own show, Kílón Shéle.

This opportunity marks a new chapter in her life, one she hopes to approach with humility, hard work, and gratitude.

Born in 1989 in Osun State, Olajumoke’s journey from hairstylist to bread seller, to model, and now media personality is a testament to resilience and the unpredictability of life.


The glamour of social media fame

The Nigerian social media scene is one of the most vibrant in the world. Platforms like Instagram, Twitter, YouTube, and TikTok have created space for countless individuals to showcase their talents, wit, and charisma to a global audience.

Whether it’s comedy, fashion, dance, or influencer marketing, Nigerians have used social media as a powerful platform to gain fame and, for some, substantial wealth.

Take, for example, the story of Hushpuppi, the Nigerian Instagram sensation who was once living a lavish lifestyle, flashing designer clothes and expensive cars to his 2.5 million followers.

Known for his flashy posts and luxurious lifestyle, Hushpuppi became a symbol of “internet money,” representing the allure of wealth and fame on social media.

However, his meteoric rise was followed by an equally dramatic fall when he was arrested in 2020 by the FBI for his involvement in an international cybercrime syndicate.

His arrest and subsequent legal battle shocked his followers and left many wondering:

How could someone who had everything fall so quickly?

The speed of fame, dangers of invisibility

The digital age has revolutionised the way fame is achieved, but it has also redefined how quickly it can disappear.

Unlike the traditional celebrity model, where fame was often cultivated over time through steady work in the entertainment or media industries, the digital age has introduced a world of “viral stars” — people who achieve overnight success with a single viral post, video, or meme.

The allure of instant fame on platforms like Instagram and TikTok is particularly appealing to Nigeria’s youth, many of whom face economic instability, unemployment, and a lack of opportunities.

For these individuals, social media offers an outlet for creativity and the possibility of quick recognition.

But, as the saying goes, “What goes up must come down.” For those who rise to fame via the internet, maintaining that success is an entirely different battle.


Good examples

Social media has redefined fame in Nigeria, catapulting ordinary individuals into stardom with just a single viral moment.

While many enjoy brief notoriety, some have successfully turned their fame into sustainable careers.

Emanuella Samuel: Comedy prodigy

Emanuella became a household name through her comedic skits with Mark Angel Comedy.

At just five years old, her talent and charm made her videos go viral on YouTube.

Over time, she youngster grew from a social media sensation into a bona fide star, earning multiple awards, brand endorsements, and even a role in a Disney production.

Her career highlights how consistency and nurturing young talent can turn viral moments into lifelong achievements.

Maraji (Gloria Oloruntobi) – Pioneer in online skits

Maraji is one of Nigeria’s earliest skit makers to achieve significant fame on platforms like Instagram.

Her relatable and humorous skits showcased her versatility, playing multiple characters with impressive flair.

Maraji’s fame opened doors to brand partnerships with major companies such as Coca-Cola and Globacom.

Despite stepping back during a personal hiatus, she remains a beloved name in Nigerian comedy, proving that building an authentic connection with your audience matters.

Tacha (Natacha Akide): Reality TV star to business mogul

Tacha’s journey began with her bold personality on Instagram, where she gained attention for her unapologetic self-promotion. Her fame soared during her time on Big Brother Naija Season 4.

Though controversial, she capitalised on her popularity post-BBN, launching businesses such as NLNT Apparel and becoming a sought-after influencer.

Her resilience and entrepreneurial spirit turned her fame into a thriving personal brand.

Lasisi Elenu (Nosa Afolabi): King of rants

Lasisi Elenu rose to prominence with his exaggerated Snapchat-filtered rants on Instagram.

His comedic take on everyday struggles resonated with Nigerians.

Leveraging his fame, Lasisi transitioned to acting, appearing in Nollywood films and landing endorsement deals with leading brands like Globacom and Access Bank.


His ability to diversify his content ensured his relevance long after the initial buzz.

Ikorodu Bois: Hollywood’s Nigerian sweethearts

The Ikorodu Bois—young brothers known for recreating movie trailers with everyday items—gained global recognition when Hollywood icons like Will Smith and the Russo Brothers noticed their talent.

They have since received equipment gifts, invitations to global movie premieres, and partnerships with international brands.

Their story exemplifies how creativity and authenticity can attract worldwide attention.

Hilda Baci: Record-breaking chef

Hilda Baci first gained attention as a food content creator on Instagram but achieved international fame by breaking the Guinness World Record for the longest cooking marathon.

Her achievement not only solidified her as a culinary icon but also opened opportunities for endorsements, speaking engagements, and a broader influence on Nigeria’s food culture.

Broda Shaggi (Samuel Perry): The entertaining Jack of all trades

Broda Shaggi gained fame with his comedic “area boy” persona on Instagram, a character that resonated deeply with Nigerian audiences.

He diversified his portfolio by delving into music, acting, and live performances, making him one of Nigeria’s most versatile entertainers today.

His story underscores the importance of adaptability in sustaining fame.

How to stay relevant after the buzz fades

Turning social media fame into lasting success requires intentionality, strategy, and constant reinvention, experts say.

An entertainment economist, Allure Tunde, said diversifying your content, engaging authentically, and leveraging new opportunities are effective ways to make fame last.

He said, “Explore multiple interests or talents to avoid being pigeonholed. For example, Broda Shaggi ventured into acting and music, while Tacha expanded into fashion and business.”

“Consistently interact with your audience. Followers appreciate genuine connections, as seen with Emanuella’s heartfelt gratitude towards her fans.”

“Viral fame opens doors—use it wisely. Whether through endorsements or collaborations, capitalize on your moment in the spotlight.”

Tunde also stressed that social media celebrities must strive to stay consistent while adapting to new trends.

“Post regularly and maintain the quality of your content. Maraji’s consistency early in her career solidified her place in the comedy scene.”

“Be open to evolving with new platforms and formats. Lasisi Elenu’s ability to embrace acting expanded his audience base,” he added.

Another social media critic, Blessing Modupe, also known as Mogul, said all celebrities riding on social media must have a long-term plan.

“Build businesses or acquire skills that ensure income beyond social media. Hilda Baci, for instance, used her cooking platform to attract sponsors and collaborations.

“Criticism and challenges are inevitable, but resilience helps sustain your journey. Tacha turned controversies into opportunities, proving her critics wrong,” she added.

kestolove95:
Wia that woman wey bin dey sale bread dey form model that year dey?

Morbeta11:
https://punchng.com/celebrity-today-pauper-tomorrow-sudden-rise-and-fall-of-social-media-celebrities/

Kinterez:
Irrelevant statements..who told you emmanuala, lasisi ,tacha and hilda baci are broke? Do you even think at all? If you know their worth, u won't come here and post nonsense....
Just because they don't flash much on the Internet so ppl like u will criticise, u think they are broke and back to grass...werey

TimiofAbuja:
Some wey not ready for fame, some it enters their head