Paul Okoye Blasts Upcoming Artistes Over Smoking in Music Videos – ‘It’s Not Swag, It’s Foolishness’”

Nigerian music icon and one-half of the legendary P-Square duo, Paul Okoye, popularly known as Rudeboy, has issued a stern piece of advice to upcoming artistes. In a viral statement shared across social media, the singer cautioned rising musicians against the growing trend of smoking in their music videos, stressing that it sends the wrong message and does little to advance their careers.

According to Paul Okoye, the industry has shifted significantly from when talent and creativity were the primary drivers of success. He believes many young artists now mistakenly think adopting vices such as smoking, drinking excessively, or projecting a “bad boy” image will give them credibility. However, he firmly stated that such behaviour neither adds to their artistic value nor guarantees success in the competitive music space.

The Rise of Smoking Culture in Afrobeats Visuals

Over the last decade, smoking scenes in Afrobeats music videos have become increasingly common. From cigars to shisha and marijuana, many emerging acts see it as a symbol of luxury, rebellion, or street credibility. This portrayal has gained traction partly due to global hip-hop influence, where similar aesthetics have been used to build an edgy persona.

However, industry veterans and music critics have raised concerns that this visual language promotes harmful lifestyle choices, especially among young fans. Studies have shown that repeated exposure to smoking in media increases the likelihood of imitation, making Paul Okoye’s remarks timely in addressing an industry trend that may be sending dangerous signals to the next generation.

Paul Okoye: It’s Not Swag, It’s Foolishness’ – Rudeboy Speaks Bluntly

In his direct words, Paul Okoye said, “Don’t tell me it’s swag or you’re trying to look fly. It’s foolishness.” The bluntness of his statement sparked debate online, with many praising him for confronting a touchy subject that few established artists dare to speak on. His choice of words was intentional, meant to jolt upcoming acts into rethinking how they present themselves publicly.

Rudeboy’s stance stems from his belief that authenticity, talent, and hard work remain the true markers of longevity in the music industry. He argued that instead of wasting energy on image gimmicks, artistes should focus on building a unique sound, refining their craft, and connecting with audiences on a deeper level through meaningful content.

Industry Reaction – Praise and Pushback

Following Paul Okoye’s statement, several industry stakeholders took to social media to share their opinions. Veteran producer Samklef and fellow musician Sound Sultan’s brother, Baba Dee, applauded the comment, stating that Rudeboy was speaking from years of experience in a highly competitive market. They argued that music videos should inspire creativity, not glorify unhealthy habits.

On the flip side, a handful of younger artistes and fans felt the comment was judgmental, pointing out that smoking is a personal choice and part of certain artistic expressions. This difference in perspective highlights the generational and cultural shifts in entertainment, where image branding often overshadows traditional talent development.

The Hidden Costs of Image-Driven Branding

Music analysts suggest that the overemphasis on “swag” and visual shock value can trap upcoming artistes in a cycle of superficial branding. While smoking in videos may create short-term buzz, it does little to build a lasting fan base or a sustainable career. Once the shock factor fades, many such artistes struggle to reinvent themselves.

Furthermore, aligning a personal brand with smoking or other controversial habits can affect marketability, especially with brands and corporate sponsors who are increasingly mindful of public image. In a world where endorsement deals often rival music earnings, these lifestyle choices can have real financial consequences for artistes who overlook the bigger picture.

A Call for Authenticity in the New Afrobeats Era

Paul Okoye’s comments go beyond smoking—they are a call to the new generation of Afrobeats artistes to embrace authenticity and focus on substance over hype. He represents a school of thought that believes African music can thrive globally without adopting unhealthy trends for validation.

With Afrobeats gaining unprecedented global attention, the pressure on young artistes to stand out is immense. However, Rudeboy’s message serves as a reminder that true artistry lies in originality, meaningful storytelling, and cultural pride, not in mimicking foreign trends that could undermine personal health and public perception.