Ubi Franklin, the Nigerian artiste manager, says Big Brother Naija (BBNaija) no longer commands the attention it once enjoyed, arguing that the reality show’s cultural relevance has faded.
Franklin shared his view in a recent post on X, responding to Bizzle Osikoya, another artiste manager, who said he had forgotten the reality show was still airing.
“I actually forgot BBNaija is still going on,” Osikoya wrote.
Franklin compared the show to a successful artiste who still has a fanbase but no longer dominates public conversation.
“Big Brother Naija reminds me of a massive artist who is still successful, still performing and still has fans, but no longer commands the conversation like before,” he said.
“That’s where Big Brother is today. It’s still a big brand, but the cultural relevance isn’t what it used to be.
“Sometimes being successful isn’t enough—you have to go back to the drawing board, re-strategise, reposition and find a way to become relevant again.”
Franklin is the founder of Made Men Music Group (Triple MG), a record label he established during his career in the Nigerian entertainment industry. He has also worked as a television host and entrepreneur.
The ongoing 11th season of BBNaija premiered on July 26, with the winner set to receive a record N160 million grand prize.
Of the 24 housemates introduced at the start of the season, 12 have been evicted, while Neche voluntarily exited the show and Nomy was disqualified.
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