By Aliyu Yusu
In a country where over 60% of the population is under 25, Nigerian youth are increasingly looking up to celebrities as their role models. From the glitz and glamour of Nollywood to the global rise of Afrobeat, our stars have become the face of modern Nigeria. But as their influence grows, one has to ask: are these celebrities inspiring greatness or perpetuating a culture of distraction and moral decay?
While Nigerian celebrities have brought global attention to our culture, their influence on youth has often prioritised materialism, fame, and shortcuts over hard work, education, and moral values. This shift reflects a deeper societal failure to provide young people with meaningful role models and opportunities.
Growing up in the early 2000s, my experience with Nigerian celebrities was vastly different from what we see today. Back then, the likes of the late Yinka Craig and Ademola Adeoye dominated the airwaves. These were not just broadcasters; they were icons of integrity, professionalism, and excellence. I remember gluing myself to the TV or radio, captivated by their eloquence, poise, and ability to tell stories that mattered. They weren’t just entertainers. They were educators, shaping our understanding of the world and inspiring us to dream big.
In the music industry, the late Onyeka Onwenu, the “Elegant Stallion,” was a trailblazer. With her soulful voice and socially conscious lyrics, she used her music to address issues like inequality, women’s rights, and national unity. Songs like “One Love” and “Iyogogo” were not just hits; they were anthems that resonated with Nigerians across generations. Beyond her music, Onyeka was a respected public figure, serving as a commissioner and advocating for social justice. She was proof that a celebrity could be both talented and socially responsible. Even in her passing, her legacy remains a beacon of what it means to use one’s platform for good.
On the screen, Joke Silva was a pillar of Nollywood. Known for her versatility and depth as an actress, she brought authenticity to every role she played. Whether she was portraying a strong matriarch, a vulnerable widow, or a determined professional, Joke Silva’s performances were always memorable. Off-screen, she was equally inspiring, co-founding the Lufodo Group to support the arts and mentoring young actors. Her career is a testament to hard work, discipline, and a commitment to excellence.
Yinka Craig, with his calm demeanor and authoritative voice, made news broadcasting an art form. Ademola Adeoye, with his wit and charm, brought a unique flair to news reporting. These were men and women who embodied the values of hard work, discipline, and humility. They didn’t need to flaunt wealth or engage in public scandals to earn respect. Their talent and character spoke for them.
Meeting my broadcasting idol recently was a full-circle moment for me. It reminded me of the power of positive role models and the impact they can have on young minds. It also made me wonder: where are the Yinka Craigs, Ademola Adeoyes, Onyeka Onwenu, and Joke Silvas of today? Where are the celebrities who inspire us to be better, not just richer or more famous?
Today, the landscape has changed dramatically. Nigerian celebrities have mastered the art of showcasing wealth. From luxury cars to designer clothes and sprawling mansions, their lifestyles are a constant feature on social media. While there’s nothing inherently wrong with success, the problem lies in the message it sends to young people: that wealth is the ultimate goal, and it can be achieved overnight. The term “blow” has become a mantra for many Nigerian youth, symbolising the desire to become rich quickly, often without the necessary hard work or education. This obsession with materialism has created a generation that values appearances over substance. Young people are more focused on buying the latest iPhone or designer wear than investing in their education or personal development. The result? A growing disconnect between the realities of life and the fantasies sold by celebrities.
Beyond materialism, the behaviour of many Nigerian celebrities has raised questions about the values they promote. Public feuds, scandals, and controversial statements are often amplified on social media, becoming the norm rather than the exception. For instance, the trend of celebrities airing their dirty laundry online, whether it’s marital disputes, family conflicts, or professional disagreements, has normalised dysfunction and conflict. Young people, in turn, are learning that drama and controversy are pathways to fame.
Marriage failures and divorces among celebrities have also become a recurring theme. While divorce is a personal choice and sometimes necessary, the way it’s often portrayed in the media, complete with public accusations, name-calling, and social media wars, sends a troubling message to youth. It trivialises the institution of marriage and reduces it to a spectacle. Instead of seeing marriage as a partnership built on respect and commitment, young people are learning that it’s disposable and fraught with drama.
In recent years, podcasts and online shows have become a powerful medium for Nigerian celebrities to connect with their fans. While some of these platforms offer valuable insights and entertainment, others have become breeding grounds for negativity. Certain podcasts thrive on gossip, sensationalism, and the glorification of toxic behaviour. Hosts and guests often share stories of infidelity, promiscuity, and unethical practices, framing them as “real talk” or “living your best life.” These narratives are particularly damaging to young people who are still forming their values and worldview. Instead of promoting integrity, hard work, and respect, these podcasts often celebrate shortcuts, manipulation, and instant gratification. The message is clear: success is about fame and wealth, no matter the cost.
While some Nigerian celebrities use their platforms for positive change, advocating for education, mental health, or social justice, they are often the exception rather than the rule. The majority of celebrity content focuses on entertainment, self-promotion, and lifestyle. This imbalance leaves young people with few role models who emphasise the importance of education, innovation, or civic engagement. For example, how many celebrities actively promote STEM (Science, Technology, Engineering, and Mathematics) careers or encourage youth to participate in nation-building? How many use their influence to address pressing issues like unemployment, corruption, or climate change? The absence of such voices in the celebrity space is a missed opportunity to inspire meaningful change.
The influence of Nigerian celebrities on youth is undeniable, but it’s not too late to redirect this influence for good. Celebrities must recognise the power they hold and use their platforms responsibly. Instead of glorifying materialism and drama, they can promote education, hard work, and moral values. They can share stories of resilience, integrity, and community service, showing young people that success is not just about wealth but also about impact. Parents, educators, and policymakers also have a role to play. They must provide alternative role models and opportunities for young people to thrive. Schools can invite professionals from various fields to speak to students, showcasing diverse paths to success. Government and private sector leaders can create programs that empower youth with skills, mentorship, and resources. Finally, young people themselves must learn to critically evaluate the content they consume. Not everything that glitters is gold, and not every celebrity lifestyle is worth emulating. True success is built on a foundation of hard work, integrity, and purpose.
The Nigerian celebrity phenomenon is a double-edged sword. While it has brought pride and global recognition to our culture, it has also contributed to a crisis of values among our youth. By glamorising materialism, normalising dysfunction, and promoting negative narratives, many celebrities have led young people astray. But this is not a lost cause. With collective effort, we can redefine what it means to be a role model and inspire a generation to pursue greatness, not just fame. The future of Nigeria depends on it.
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