By Ogungbayi Beedee Adeyemi / Posted July 3, 2025
Nigeria, like other world creative arts hub like Hollywood and Bollywood is becoming challenged due to increasing number of upcoming artistes who barely survive the limelight and sudden fame because the relevant safety nets to provide needed support system in order to ensure their sustainability and growth are weak or altogether absent, leading to unviable ruination and unexpected outcomes. This is the story of Olajumoke Orisaguna, aka the bread seller and other artistes like Cynthia Morgan, Skales and Lil Kesh, for examples.
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In Nigeria’s fast-paced entertainment and fashion industries, viral fame can transform lives overnight, but without sustained support, many talents plummet into obscurity or financial ruin. This worrisome scenario highlights the urgent need for a robust support system to protect emerging stars. Their voyage of discovery, marked by sudden rise, dazzling lights, pitfalls and resilient comebacks, in some cases, expose the harsh reality of fame without a safety net and spark a call for industry reform.
For instance, Olajumoke Orisaguna’s life changed in 2016 when she wandered into a photo shoot by popular musician cum movie producer, TY Bello. Her striking presence was acknowledged and before our eyes, that chance encounter turned her from a bread seller into a national sensation. She had her viral moment when she graced the cover of such signature publication like ThisDay Style and also, endorsements from corporations like PayPorte, Shirley’s Bread and a gifted furnished apartment from Sujimoto Group.
Interestingly, Olajumoke with only a primary school education and living in the shadows hitherto, was unprepared for the sudden fame thrust upon her with the accompanying industry’s complexities. Close associates alleged her former manager exploited her to the hilt, paying her as N50,000 for high-profile gigs, corporate events resulting in unfulfilled promises. A case in reference was the alleged unpaid fees for work on Harrysong’s Chacha video, which left her struggling to feed her children.
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This exploitative pattern echoes across the whole gamut of Nigeria’s creative landscape. Cynthia Morgan, once a dancehall star with hits like ‘Don’t-Break-the-Heart’, faced career stagnation and dwindling fortunes arising from withheld royalties’ dispute with Northside Entertainment. And for Skales, a former EME signee, he struggled financially after leaving the same record label in 2014 due to contractual disagreement and lack of mentoring plan. Lil Kesh, known for ‘Shoki’, also suffered career losses after his YBNL contract ended in 2016, though, admitting that his lack of financial literacy contributed to the poor decisions. A common thread tying these artists, is that they were thrust into fame without the follow-up tools like financial education, mentorship, or legal support to sustain their lives in the spotlight.
It is easy to analyze from the above verifiable experiences of the artistes that the absence of a safety net hits hardest for talents without basic skills of management, limited education and unfamiliarity with industry norms, which unite together to make them easy targets for exploitation. Regrettably, brands and agencies often leverage their stories for publicity but fail to invest in their long-term growth, leaving them to navigate fame’s pressures alone.
Nonetheless, there is a pathway to reverse this abysmal drift and systemic failure, which would require several self-improvement initiatives and will together with transparency from managers on the one hand, and critical sectoral investment by Brands who engage the artistes for positive corporate identity.
The reforms can start with basic financial literacy programmes for artistes, incorporating workshops on contracts, royalties, and budgeting processes, in order to mitigate losses like Olajumoke’s or Morgan’s. Added to this is a deliberately designed mentorship initiative by experienced professionals and Industry bodies like the Performing Musicians Association of Nigeria (PMAN).
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Furthermore, the artistes should be exposed to legal protections to ensure transparent contracts and access to the relevant contractual guidelines as provided through regulatory oversight by government or professional body, to ensure fair compensation and hold managers accountable, sparing talents from exploitative deals.
Going forward, the industry can benefit from the suggested reforms to empower more talents, encourage more brand support and give the creative ecosystem a leeway to thrive and prosper, thereby contributing to the development of Nigeria.
Due to determination amidst the identified challenges, some artists have shown remarkable resilience. Olajumoke, for instance, now a radio host on City 105.1 FM’s ‘Kilon Shele’, returned to the runway and she’s pursuing education with support from TY Bello, Azuka Ogujiuba and the Cardinal Foundation. Her comeback reflects her determination to overcome exploitation and personal struggles.
Similarly, Cynthia Morgan rebranded as ‘Madrina’, independently releasing music and rebuilding her fanbase via social media. While Skales founded OHK Music, with his 2018 album ‘Mr. Love’, marking a career revival, Lil Kesh, now under new management has collaborated with artists like Davido, regaining traction with hits like Logo Benz. Their recoveries highlight the power of resilience but also the toll of navigating fame without early support.
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The stories of Olajumoke Orisaguna, Cynthia Morgan, Skales, and Lil Kesh reveal the fragility of fame without a safety net. Their viral rises captivated Nigeria but their struggles expose an ecosystem that often abandons its stars after the spotlight fades. But by a deliberate implementation of a wholistic protocol to insulate artistes from unexpected outcomes, stakeholders in the industry are sure to have improved bottom-line as the industry booms, again, with discovery of new talents.