By Peter Peace Eshiofune

In today’s Nigeria, a viral video can attract thousands of views within hours, while educational content may struggle to receive the same attention. This changing relationship between knowledge, entertainment and online fame came under scrutiny following comments by Nigerian rapper Oludemilade Martin Alejo, popularly known as YCee, during an appearance on the Afropolitan Podcast in June 2026.

YCee described what he called the “Olódò Uprising,” expressing concern about what he saw as the growing celebration of ignorance and the increasing value placed on internet fame and virality. He referred to what he called “Peller culture,” using popular content creator Peller as an example of a broader digital trend rather than as the sole subject of his criticism. His comments generated responses from Peller and others on social media.

The Yoruba expression “olódò” is commonly used as a derogatory term for someone perceived as unintelligent or academically weak. In YCee’s context, however, the expression was used to describe a perceived social trend in which content that attracts attention, regardless of its intellectual value, can receive greater recognition than knowledge, academic achievement or meaningful contributions.

The controversy became more complicated when content creator Jarvis responded to YCee. She pointed to her university education and argued that content creation should not automatically be interpreted as a rejection of education or evidence of ignorance. She also highlighted the difficulty many young Nigerians face in finding employment, presenting digital content creation as another way young people can earn a living.

Her argument raises an important question: Is the popularity of online entertainment evidence of declining intellectual values, or is it also a response to the economic realities facing young Nigerians?

The question cannot be separated completely from the country’s employment situation. According to the National Bureau of Statistics’ Labour Force Survey, the unemployment rate among Nigerians aged 15–24 stood at 6.5 per cent in the second quarter of 2024. While unemployment statistics alone cannot explain why individuals become content creators, they provide context for understanding why young people may explore alternative forms of work.

This economic reality helps explain why, for many young Nigerians, social media is no longer simply a platform for entertainment. It has become a space for entrepreneurship, self-expression, networking and communication. With Nigeria’s rapidly expanding digital environment, the opportunity to reach large audiences has also created new possibilities for creators and digital businesses. DataReportal estimated that Nigeria had 47.8 million active social-media user identities in October 2025, showing the size of the audience available to creators and digital businesses.

At the same time, YCee’s concern cannot simply be dismissed. Social media platforms are built around attention and engagement. Views, likes, shares and followers can increase a creator’s visibility and, in some cases, create economic opportunities. This can encourage creators to produce content capable of attracting strong reactions.

The audience is also part of this system. Creators may produce the content, but audiences influence what becomes popular through what they watch, share, comment on and promote. The “Olódò Uprising” debate therefore goes beyond individual personalities. It raises questions about the values that millions of digital users collectively reward.

This distinction is important because entertainment and intelligence are not opposites. A comedian, musician, streamer or content creator can be intelligent and highly educated, just as a person with formal education can produce misleading or poorly informed content. The more important question is what society chooses to reward with attention and influence.

This is where media literacy becomes important. Young people need the ability to question what they see online, distinguish entertainment from misinformation and understand why certain content becomes more visible than others. Educators and communicators also face the challenge of promoting knowledge without treating entertainment as the enemy or appearing disconnected from the realities of young people’s digital lives.

The debate also shows that responsibility does not rest entirely with content creators. Audiences, platforms and communicators all contribute to the digital environment. What receives attention today can influence what creators produce tomorrow, creating a cycle in which popularity can determine the kind of content that is repeatedly seen.

Perhaps this is why the “Olódò Uprising” debate has attracted attention beyond the personalities involved. Beneath the arguments about YCee, Peller and Jarvis lies a larger question about Nigeria’s changing digital culture: If attention can be converted into influence and income, what happens when going viral becomes more attractive than developing knowledge and skills?

The answer should not be to reject entertainment or condemn young people who make a living online. Instead, Nigeria needs a digital culture where creativity and economic opportunity can exist alongside education, critical thinking and responsible communication.

Ultimately, the “Olódò Uprising” may be less about whether one person is intelligent or another is not. It may be about what Nigerians choose to celebrate, what they choose to amplify and the kind of digital culture they want to create.

Peter Peace Eshiofune
A 200-level student of the Department of Development and Strategic Communication, University of Abuja.

By Abba Anwar

One name that rings bell and attracts all manner of attentions is Honourable Ibrahim Kabiru Masari, Special Adviser on Political and Other Matters, to President Bola Ahmed Tinubu, GCFR, Commander-in-Chief of the Armed Forces of the Federal Republic of Nigeria. The gentleman whose love for the ruling All Progressives Congress (APC) is undeniably visible across all Northern states and even beyond. His elevation from Senior Special Assistant to Special Adviser was a good stamp from the Presidency.

As the 2027 general election draws closer and the race for relevance intensifies within the ruling APC, one name keeps surfacing and resurfacing in quiet rooms where party unity is negotiated and in loud ones where it is celebrated; comes the name Masari.

As Special Adviser very close the President he has not chosen the path of noise or rivalry, with other party heavyweights or appointees. Instead, he has positioned himself as a stabilizing force, a bridge between the Presidency and the party base, and between the North and the center. In a political season often defined by competition for slots and spotlight, his reputation for humility, fairness in appointments, and commitment to party hegemony has made him one of APC’s most valuable assets.

In what usually becomes nation’s political practice under the guise of politics of camps and blocs, Masari is described by party insiders as someone who does not engage in rivalry with other Northern appointees. He has become a rallying point because he prioritizes APC first, region second. For sure he doesn’t ask where you are from before he asks how the party can win.

His special care, concern and love for Kano state are some of the things why he becomes endeared to Kano people. The appointment of Hon Yahuza Ado Inuwa, as the Chairman Standard’s Council, Standard Organization of Nigeria (SON) was birthed, facilitated and secured by Hon Masari and the appointment of Eng Abdullahi Garba Ramat, to the position of Chairman/CEO, Nigerian Electricity Regulatory Commission (NERC), though short-lived, was a singular effort of this gentleman, Masari.

Apart from many more employment opportunities he secured for Kano people at the federal ministries and agencies. He contributed immensely in many other political appointments of Kano citizens in President Tinubu administration.

The same thing, he has special interest and love for Kano’s political development. During 2019 gubernatorial election when the then Governor of Kano state Dr Abdullahi Umar Ganduje was running for the second term and Eng Abba Kabir Yusuf (current governor of Kano), was running on the platform of the opposition People’s Democratic Party (PDP), the atmosphere was in cul-de-sac, he performed wonders for APC and Ganduje.

When both parties were in absolute fear, uncertainty and frustration, Hon Masari played a significant role in APC’s victory. From the electioneering campaign to the declaration of inconclusive result. Up to the Gama tug-of-war, in Nassarawa local government area. He came to the rescue of Ganduje that time. As Tinubu, APC National Leader then, supervised the project. Tinubu and Masari, not even federal government under late President Muhammadu Buhari, saved APC, Ganduje and Kano people from the clutches of PDP.

So to me, whatever good thing Ganduje did to Tinubu and/or Masari, is just a returning match. No more no less. And politics is an envelope of returning matches. At whatever level you can think of.

To also tell you that the Special Adviser, Political, to President Tinubu cares much about healthy political development in Kano, he played an important and unmatched role, in making sure that His Excellency Murtala Sule Garo becomes the Deputy Governor of Governor Abba Kabir Yusuf. Even if I said singlehandedly, is not a derailed exercise. I was privy to many efforts then.

The same Masari moved in quickly when some forces wanted Ganduje, to be bundle out of the APC’s National Headquarters, as National Chairman of the party. It Masari who instantly intervened and saved the situation from total collapse. He did that to save Ganduje, Kano state image in the national scheme of things and to consolidate the strength of the party in Northern Nigeria. We all saw how Ganduje resigned unscathed.

I once called him the Distributor of Opportunity. It is obvious to say that his strength is in opening doors at the federal level for capable hands, not just from Katsina state, but across the North and beyond. This has earned him goodwill and cemented the perception that the Tinubu administration is rewarding loyalty and competence, not just geography.

In his home state Katsina, he was instrumental to the appointment of the following people, in different federal agencies. These are the Executive Director, National Social Insurance Trust Fund (NSITF) Barr. Samaila Abdu, Board Chairman, Badagry College, Lagos, Kabiru Musa Kafur, Chief of Staff to the Honourable Minister of Housing and Urban Development, Dr. Abba, Executive Director, Monitoring and Implementation, Nigeria–São Tomé and Príncipe Joint Development Authority, Alhaji Abdullahi Muhammed Yari and Hon. Dr. Jabiru Salisu Abdullahi Tsauri as the National Coordinator and Chief Executive Officer of AUDA-NEPAD Nigeria, among others.

He facilitated for the employment of hundreds of Katsina people and other Northern states. Without any consideration of where one comes from. It is undoubtedly clear to note that, quintessential individuals like Masari are great assets to the President and the ruling APC, as we are inching towards general election of 2027.

Without any doubt or rethink, this man is an embodiment of victory, political sophistication, foresight, deeply rooted influence among his people, needed experience, domineering political architecture and relevance.

Another good thing about this gentleman is his simplicity in dealing with all other political appointees, who come from the North. He is different, as he has no political rival under whose rivalry the party and the President suffer technically. He has good understanding with all the Ministers from the North, all appointees of federal government agencies and departments and all party leaders from his geo-political zone, North West and beyond, among others.

He is in good term with Distinguished members of the National Assembly, especially the leadership of the two Chambers, these are His Excellency Deputy Senate President, Barau I Jibrin, CFR, Phd and Right Honourable Speaker, House of Representatives, Tajuddeen Abbas.

All Governors from his zone and even beyond have good working relationship with this gentleman. No wonder whenever he organizes Empowerment Programmes in Katsina state, you see Governors trooping to bless the gatherings. Clear indication of harmonious relationship.

So what a perfect Special Adviser, Political and Other Matters to the President? Lest I forget, the spend stupendous amount of money in empowering his people. To them, their Tinubu is Masari. Without fear of mincing words, I can say with people like Masari in the North, 2027 will be an easy ride for Mr President.

He definitely matters for 2027 general elections. Not only Presidential election. His contribution to the welfare of youth and women in his domain means a lot in aiding the ruling APC. With a youthful voting population and high expectations, APC needs figures who can hold the party together without inflaming divisions. Masari’s role in consultation, conflict management, and mobilization makes him central to the party’s electoral machinery.

Another good thing about him is what prompted me to call him The Humble Operator. Yes despite holding a strategic position close to the President, Masari maintains a low-profile, service-driven approach. In politics where ego often fractures parties, his humility is being read as strength.

The ocean of difference that stands between him and other political leaders from this part of the country, is his no-nonsense response to political rumor mongers, who always plant seed of acrimony among party members, leaders and elders. Whoever takes rumor to him is at his (rumor monger) own peril. His straightforwardness is encouraging and always timely. Masari Gabas ne!

What further differentiates him with other political big shots from North, is his non-rivalry posture. While it is common to see political office holders, elected or appointed, souped in sour relationship between themselves, in Masari the situation is not that bad and terrifying.

He is in good term with all our Ministers from the North, all leaders of the National Assembly who come from the North, ranging from Right Honourable Speaker, Abbas, Deputy President of the Senate, Senator Jibrin and all Chairmen of Senate Committees and House Committees, who hailed from the North.

When you want to see his red eye, sabotage Tinubu’s government. This has been his character since the coming of Tinubu as President.

Let me note and conclude that as APC heads into another defining election, the party may need fewer loud voices and more steady hands. In Ibrahim Kabiru Masari, it appears to have found both.

HAPPY MAULUD TO ALL MY READERS!

Anwar writes from Kano
Tuesday, 25th August, 2026

Q: Can we meet you?

A: My name is Mustapha Muhammad, the Chief Press Secretary to the Kano State Governor, Alhaji Abba Kabir Yusuf. My background is in media and communication. I obtained my first degree in Mass Communication from Bayero University, Kano, and later earned a Master’s degree in Development Studies. I am currently pursuing a PhD in Communication, focusing my research on the safety of journalists.

I began my academic journey at Rumfa College and later attended CAS, where I obtained my IJMB qualification before proceeding to Bayero University, Kano.

Q: What are the responsibilities of the Chief Press Secretary and public relations office to the Governor?

A: The responsibility of my office is to project a positive image of His Excellency, the Executive Governor of Kano State, as well as the government as a whole. Whatever affects the Governor affects the government, and whatever affects the government also affects the Governor.

My primary responsibility is therefore to inform the public about the Governor’s activities, achievements, projects, programmes and policies. We also maintain a strong relationship with the media by providing access and responding to issues concerning the Governor and the government.

Q: How would you assess the leadership of Governor Abba Kabir Yusuf after three years in office?

A: Honestly, I believe Governor Abba Kabir Yusuf deserves a very good mark based on his performance in Kano State. Even if you are not a member of the APC, a right-thinking person can assess his administration and acknowledge that he has done well.

In the last three years and a few months, the administration has made significant interventions in healthcare, education, youth empowerment, agriculture, economic development, investment and housing, among other sectors.

Let me start with education. When the Governor came into office, he identified serious challenges, including shortages of teachers, poor infrastructure and inadequate learning materials. He consequently declared a state of emergency in the education sector.

Beyond that, the administration has continued to increase budgetary allocation to education. The allocation rose from 29.5 per cent in 2024 to 30.5 per cent in 2025 and 31.5 per cent in 2026. The 2026 state budget is about N1.47 trillion. This demonstrates the importance attached to education as one of the administration’s cardinal objectives.

In healthcare, the Governor also inherited significant gaps, including obsolete equipment and infrastructural decay in some hospitals. His administration has renovated about 340 primary healthcare centres across the 44 local government areas.

The government has also embarked on the renovation of general hospitals and constructed about 10 new general hospitals in various local government areas, while six others are in the pipeline. This is aimed at taking healthcare services closer to the people and reducing pressure on facilities within the metropolitan area.

The administration has also revitalised the revolving drug fund. We are told that about 90 per cent of drugs prescribed to patients are now available through the system. Modern medical equipment has also been provided to various hospitals.

Agriculture is another major area of focus. The Governor considers modern agricultural development one of the cardinal objectives of his administration. Farmers have been trained in improved farming practices to enable them to achieve higher yields from smaller parcels of land.

The government has also distributed improved and drought-tolerant seeds to farmers. Mechanisation has equally received attention, with the procurement of tractors, combine harvesters and other farming equipment. The state was divided into three zones to ensure that farmers across different areas benefit from the programme.

Youth empowerment is another area where we have recorded progress. Young people have been trained in various skills, including tailoring, poultry farming, journalism and other forms of entrepreneurship. There are also 26 entrepreneurial schools where young people are being trained.

All these initiatives are designed to empower young people to become self-reliant, create employment and contribute to the growth of the economy.

Looking at the administration’s blueprint, the records show that about 90 to 95 per cent of the promises have been fulfilled at the moment. Almost every area covered by the blueprint has received attention.

Q: What type of Kano State do you envision—the Kano State of your dream?

A: Our dream is to see the Governor re-elected so that this continuous development can proceed in the next four years. We are hopeful and praying that the people of Kano State will give him another mandate.

The objective is to ensure that people-oriented projects and policies continue and that the people continue to benefit, irrespective of whether they are APC members or supporters of the Governor.

If you love Kano and want to see the state progress, then you should support initiatives that improve the lives of the people. The Governor’s projects, policies and programmes have touched many aspects of life in the state.

Q: What is your message to the people of Kano State?

A: My message is that the people should obtain their Permanent Voter Cards because without a voter’s card, you cannot participate effectively in the electoral process or make the change you desire.

I urge the people to vote wisely and support a government that they believe has performed well and deserves another opportunity to continue its work.

There may still be areas where the Governor needs to do more, and those areas should be identified and strengthened. The important thing is that the people should participate actively in the democratic process.

We are praying that the people will cast their votes for the Governor and also support APC members in the House of Assembly. If the Governor and legislators can work together with a clear mandate, it will create a smoother working relationship and strengthen the implementation of government programmes for the benefit of the people.