BBNaija No Longer Commands Conversation Like Before — Ubi Franklin
Music executive Ubi Franklin has said that Big Brother Naija (BBNaija) no longer commands public conversation the way it once did, even though the show remains a commercially successful brand. His comments, shared in a post on X, have reignited debate about the reality show’s place in Nigeria’s cultural landscape.
The Comparison to a Fading Music Star
Franklin compared BBNaija to a massive artiste who is still successful, still performing and still has fans, but no longer commands the conversation like before. He said that is where Big Brother is today, describing it as still a big brand, but one whose cultural relevance isn’t what it used to be.
Continued Success Doesn’t Mean Continued Relevance
Franklin argued that a brand’s ongoing commercial success should not be mistaken for continued cultural dominance. He said sometimes being successful isn’t enough, and that a brand has to go back to the drawing board, re-strategise, reposition and find a way to become relevant again. His remarks suggest he believes BBNaija needs a deliberate reset rather than relying on its established name.
What Sparked the Comment
Franklin’s post was a response to fellow artiste manager Bizzle Osikoya, who admitted on X that he had forgotten BBNaija was still airing. Osikoya’s comment, though brief, struck a chord online and prompted Franklin’s more detailed reflection on the show’s standing.
The Show Is Still Running
Despite the criticism, BBNaija remains active and one of Nigeria’s most recognisable reality television franchises. The show’s ongoing 11th season premiered on July 26, with the winner set to receive a record grand prize of N160 million, the largest in the show’s history. That detail highlights a tension in Franklin’s argument: the financial stakes and production scale keep growing even as some observers feel public excitement has cooled.
A Long-Running Cultural Force
BBNaija has for years shaped conversations in Nigerian pop culture, often dominating social media trends, producing viral moments and launching the careers of former housemates in entertainment, media and business. Franklin’s comments do not dispute that history, but they do question whether the show still has that same grip on national attention.
Who Is Ubi Franklin
Franklin is the founder of Made Men Music Group, known as Triple MG, a record label he built during his career in the Nigerian entertainment industry. He has also worked as a television host and entrepreneur, giving him a vantage point on how entertainment brands rise and change over time.
Mixed Reactions Online
Franklin’s remarks have added to an ongoing conversation among Nigerians about whether long-running entertainment franchises can keep their cultural edge as audiences fragment across social media platforms and new forms of content compete for attention. Some social media users agree that BBNaija has lost some of its buzz, while others argue the show still draws strong viewership and engagement each season, just through different channels than before.
What This Means for BBNaija
Franklin’s call for the show to reposition itself raises the question of what changes, if any, its organisers might consider. Whether producers respond to this kind of criticism, or continue with the current format given the show’s commercial performance, remains to be seen as the current season continues.
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