Tuface’s divorce claim: An outdated publicity stunt

So, Tuface Idibia trending again. Sure, he’s our undisputed African Queen crooner, veteran hitmaker, and unofficial ambassador of celebrity drama. This time, he’s not trending for another baby mama revelation or an album release, but a claim about divorce. Yes,  the same man who once crooned, “Nobody holy pass,” is allegedly hinting at calling it quits with his ride-or-die, Annie Idibia. But before you start  giving unsolicited marriage advice, let’s pause and ask: Is this Tuface’s divorce claim real?

First, let’s be honest – divorce rumours and drama are classic celebrity PR 101. This “Tuface wahala” has all the trappings of a well-executed publicity stunt, and here’s why.

Celebrities love clout. Forget humble beginnings; these guys have studied the Kardashians’ playbook. Some Nigerian celebrities even infuse it with Lagos hustle. Controversy sells like gala in Lagos traffic, and many stars have used fake scandals to stay relevant.

Remember Tonto Dikeh? Tonto became popular through Nollywood acting. Just when her movie relevance started waning, she came up with a stir. One minute she was dragging her ex, calling him a “40-seconds man,” and the next, they were all over blogs for co-parenting vibes. What about Tiwa Savage, one of Nigeria’s female music sensations,  and Tee Billz? The infamous Instagram meltdown, the bridge saga, the “Tunji, how dare you?” tears – all the spice of a Nollywood blockbuster. People talked about it for months, and what did Tiwa do? She dropped chart shaking music and carried on, leaving fans to argue over who was wrong or right.

Even on the international scene, Kim Kardashian has weaponized relationship drama to keep her name trending. And now, it seems Tuface might just be taking notes from the same scandalous manual.

What’s the aim of this Tuface’s divorce claim?

1. Relevance and attention
   Tuface is a legend, no doubt, but in this fast-paced, TikTok-driven world, attention spans are shorter than Lagos electricity supply. The easiest way to stay in the conversation? Shake a table. Say something outrageous. Let fans and haters go crazy debating your personal life. Suddenly, your name is everywhere. Plus, Nigerians love a good scandal. Serve them breakfast, and they’ll eat it with Twitter threads and Instagram comments.
2. Strategic timing
   These stunts are almost always timed. Could Tuface be gearing up to drop new music? A collab? An anniversary of one of his many classics? This “divorce” chatter could just be a soft launch. Bad PR is still PR, and in Nigeria, no publicity is wasted. He’s been in the game long enough to know that a little controversy before a major announcement keeps the audience engaged. And if it trends? Even better! Whether it’s a song, a documentary, or a new business venture, nothing catches fire faster than gossip in Nigeria.
3. Testing the waters
   Tuface’s divorce claim could be about testing the waters. Sometimes, celebs use controversy to gauge public sentiment. They want to know, “Do the people still rate me?” If the buzz is high, they know they’re still hot property. If not, maybe it’s time to switch things up. Think of it as a market survey, but instead of handing out questionnaires, they drop a bombshell and watch the internet explode. If the reaction is strong enough, it might even spark an entire rebranding. If not, well, they can always issue a half-baked denial and move on.

Why it always works

In Nigeria, we don’t mind a little drama – in fact, we thrive on it. Between celebrity gossip, amebo blogs, and Twitter gbas gbos, people love to dissect public figures’ lives like they’re defending a PhD thesis. That’s why divorce, cheating rumours, and baby mama sagas are like fuel to our online fire.

Outdated strategies vs. digital-era PR

While this method works, it’s getting old. In today’s digital world, there are better ways to stay relevant without throwing marriage under the bus.

1. Leveraging social media trends
   Instead of stirring up fake relationship wahala, why not jump on viral challenges, meme culture, or interactive Q&A sessions? Davido has mastered this. When he’s not dropping bangers, he’s engaging fans, posting funny content, or creating suspense about new projects. No fake scandals necessary.
2. Tech-driven marketing
   With AI-generated content, NFTs, and the metaverse, artists can create buzz without emotional blackmail. Burna Boy, for example, doesn’t need Twitter fights – he lets his music, tours, and strategic branding do the talking. Foreign celebrities like Travis Scott have leveraged digital platforms like Fortnite concerts to promote music, giving fans an unforgettable experience without any controversy.
3. Reality Tv & documentaries
   Instead of creating imaginary chaos, why not launch a docu-series? Fans love exclusive behind-the-scenes content, and platforms like YouTube and Netflix are goldmines for monetized engagement. Wizkid’s “Made In Lagos” docu-clips had fans glued without unnecessary controversy. Globally, artists like Billie Eilish and Taylor Swift have embraced this method, giving fans a peek into their creative processes, personal struggles, and triumphs without stirring up unnecessary drama.
4. Smart PR collaborations
   Instead of relying on outdated shock tactics, some global stars build buzz through strategic partnerships. Rihanna, for example, consistently trends, not because of messy public drama, but through her strategic beauty and fashion empire expansions. Beyoncé rarely engages in controversy yet remains one of the most talked-about celebrities due to her surprise album drops and well-crafted marketing.

The verdict: Time to evolve

Tuface is a king in Nigerian music history, but publicity stunts have evolved. The modern era rewards creativity, consistency, and authenticity over staged drama. In a world where content is king, maybe it’s time for celebs to switch from shock value to substance.

If foreign celebrities can stay relevant with smart marketing, digital innovations, and consistent engagement, why should Nigerian stars still rely on manufactured relationship drama? 

But then again… if this Tuface’s divorce claim turns out to be a real gist, well… ?

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