“What We’re Doing Online Is Not Enough” — Seun Kuti Drops Bold Take

Image: I.G 

 

Afrobeat musician Seun Kuti has shared his thoughts on public activism, especially the role of social media in driving social and political change. He reflected on past national campaigns and expressed doubts about the long-term effectiveness of online-driven movements when they are not backed by deeper action.

Kuti pointed back to the years-long advocacy surrounding the Chibok schoolgirls, which began during the administration of former President Goodluck Jonathan and continued into the tenure of President Muhammadu Buhari. According to him, the campaign remained active for years without achieving its primary goal, even as public attention and emotions stayed high for a long period.

He also described how public reaction to repeated calls for accountability can shift over time, with individuals facing backlash for continuing to raise the same concerns. He suggested that this cycle often leads to fatigue and reduced engagement, even when the issue remains unresolved.

Kuti expanded his thoughts to the broader use of social media as a tool for activism. He questioned the belief that online platforms alone can create strong political pressure or immediate change. In his view, many people overestimate the influence of digital campaigns while underestimating the control systems behind these platforms.

He stated:

“If you remember clearly, during the previous administration, we kept shouting ‘Bring Back Our Girls’ every day. From Jonathan to Buhari, the slogan continued. Even when Buhari came into office, the girls were still not returned. It later became a situation where if you bring it up, people will att@ck or ins¥lt you. As usual, in Nigeria, we keep repeating the same approach and expecting a different result. Social media is not as powerful as many people think it is. If social media truly had the power people believe it has, governments would not allow unrestricted access to it. Social media is regulated and controlled. Algorithms can suppress content. My last video had its audio removed, and I returned to post again, but the post was restricted. So, in reality, what we think we are achieving by simply making videos online is not enough.”

He added that digital platforms operate within systems that can influence visibility, reach, and engagement. According to him, content can be limited or reduced in impact through algorithmic controls, making it harder for messages to achieve widespread attention without additional forms of effort.

Kuti concluded that relying solely on social media activism may not produce meaningful or lasting outcomes. He emphasized that consistent action beyond online expression is necessary if people want to see real-world change, suggesting that repeated patterns without new strategies may continue to yield similar results.

Overall, his comments shows a growing concern about the limits of online advocacy and the need to combine digital engagement with other forms of civic action.

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