Former BBnaija winner, Efe has given his thoughts on why artists who go to BBNaija to market their talent struggle to survive after the show.
Efe was responding on how he believes Laycon, who is also a musician, will do in the industry after winning the most recent edition of the popular reality show, just like he (Efe) did in the second.
When asked during an interview on TVC,
“What are your thoughts on people going to Big Brother Naija to push their works. Do you think it’s a good idea to come out singing or do you think it’s better to take up acting or some other thing?”
“Okay let me break it down for you like this. Big Brother is a lifestyle brand, it’s a lifestyle audience. So the mistake most of us as artistes make is to think that when we go there, you’ll be able to get your music heard to these lifestyle guys.
These lifestyle guys, they don’t care about your music. They just want to see you dress, travel out, date who you want to date, cause fracas and chaos on social media. You be a proper entertainment tool to them but not the other way, they consuming your music.
To come out and think you can easily convert these guys to love your music, they don’t care about your music. They only care about the top three or four popping artistes because those ones their music is already merged with their lifestyle cuz the music has been successful, so now if they give you lifestyle, it’s key.
So that’s the mistakes most of we artistes do. When you come out, you’re now facing a new challenge – how to balance the lifestyle that they want to see and the music. But they are more interested in the lifestyle because they only see you competition as the fellow housemates while you being an artiste, you know your competition is with the music artistes.
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So you’re keying into ‘oh I want to be in the studio, I want to record, I don’t have time to give these people lifestyle, I don’t have that time’ – it pisses them off, they begin to judge you as a failure. You get the concept.
So I’ll just say that as an artiste, if you want to go in there, just go in there because maybe it’s going to uplift your level. I’m not bashing it, it actually changed my life. But music wise, it more or less is where I stopped is where I’m picking from.”