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Big Brother Naija star Phyna has called on former reality show housemates to explore other sources of income instead of depending solely on their celebrity status and brand endorsement opportunities.
The reality TV personality made the call while reacting to advice from fellow former BBNaija housemate Tochi, who had encouraged reality stars facing financial difficulties to consider other ways of making money.
Phyna supported Tochi’s position, questioning the belief that appearing on BBNaija automatically means contestants should carry the celebrity label and wait for brands to offer them lucrative endorsement deals.
The former housemate also criticised the culture of measuring the success of BBNaija stars by the number of brand partnerships they secure or the amounts reportedly attached to those deals.
Phyna Questions Celebrity Culture
Phyna argued that participating in BBNaija should not make anyone believe they no longer need to work hard or pursue other opportunities.
She questioned the idea that former housemates should simply rely on their status as reality stars after leaving the show.
“Finally someone said it I thought they said we are stars and them dey build brand, and that you have to just carry celebrity on your head and wait for one brand deal,” she wrote.
The reality star suggested that the emphasis placed on celebrity status and endorsements could create unrealistic expectations among former housemates and their followers.
According to her, being recognised as a celebrity does not automatically guarantee financial stability, particularly when brand opportunities are inconsistent.
She therefore encouraged people to move beyond the perception that becoming a BBNaija star means they should stop hustling or looking for alternative opportunities.
She Questions Reported Endorsement Figures
Another major point raised by Phyna was the difference between the figures publicly announced as the value of endorsement deals and the actual amount a celebrity may receive.
She claimed that some deals may be publicly presented as being worth significantly more than the amount eventually received by the celebrity.
Using an example, Phyna alleged that a brand could sign a reality star for N5 million while the deal is publicly announced as being worth N50 million.
She wrote: “Popular brands go sign you with 5m them go say make una announce 50million.”
Phyna further pointed out that management fees can reduce the amount eventually available to the celebrity.
She specifically referenced a 25 per cent management fee, arguing that a reality star could be left with considerably less money despite being associated with a multi-million-naira endorsement.
‘Bragging Rights’ Without Financial Security
The reality star argued that focusing too much on the perceived value of brand deals could leave some celebrities prioritising appearances over actual financial security.
She suggested that some former housemates could end up boasting about the size of their endorsement deals while having little money left after deductions.
“Then you as the star go con dey feed on bragging rights and title with empty pockets after management don comot their 25%,” she stated.
Her comments highlight the importance of distinguishing between publicity surrounding a deal and the actual financial benefit received by the individual.
For Phyna, financial stability should not be determined by how impressive a celebrity’s endorsement portfolio appears to outsiders.
Calls For A Change In Mindset
Phyna also criticised what she described as classism within the reality TV space, arguing that the perception of celebrity status can influence how former housemates view work and financial success.
She maintained that the mindset should change, with BBNaija stars encouraged to recognise that there is nothing wrong with working hard and pursuing different business opportunities after leaving the show.
“This idea of classism don too chop into people head, but we go dey okay,” she concluded.
Her comments have added to an ongoing conversation about life after reality television and the financial pressures that can come with maintaining a public image.
While BBNaija can provide contestants with visibility and opportunities, Phyna’s position is that housemates should not depend entirely on celebrity recognition or the hope of securing endorsement deals.
Instead, she encouraged a broader approach to financial independence, where reality stars can combine their public profiles with other ventures and sources of income.
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