The script for activism among Nigerian celebrities is well-rehearsed: demand good governance, denounce corruption, and repeat. Scratch beneath the surface, and the progressive facade crumbles, revealing a dearth of engagement with substantive social issues. The truth is that while many celebrities themselves lack deeply progressive views, more importantly, the society they operate in is not yet ready to embrace truly progressive values. Decades of social conservatism and religious influence have created a society where many of these issues are not just controversial, but illegal and punishable by law. 

Globally, the intersection of pop culture and social issues has become increasingly pronounced. International celebrities frequently leverage their platforms to voice opinions on many social justice issues, from the Israeli-Palestinian conflict to the genocides in Congo and Sudan, to LGBTQ+ rights. These acts of advocacy, whether genuine or performative (wokewashing), have become integral to the public personas of many stars. Wokewashing might be a cynical tactic, but in the West, it can at least spark conversation. In Nigeria, celebrities can’t even engage in this performative activism. The absence of wokewashing in Nigerian pop culture is not just about the risk of backlash but also reflects a deeper societal context. Nigerian audiences are not ‘woke’ themselves; they remain deeply entrenched in traditional and often retrograde norms. Issues like gender equality, human rights, and social justice, which are very important, do not hold the same weight in Nigeria. 

This disparity means that there is little incentive for Nigerian celebrities to engage in wokewashing, as there is no significant audience demand for such gestures. They don’t need to. Their audience, largely Nigerians who are resistant to progressive change, doesn’t demand it. In fact, many Nigerians are openly hostile to basic ideas like gender equality, LGBTQ+ rights, and other social justice issues. In other words, Nigerian celebrities who attempt to engage in wokewashing or even genuine activism often face the threat of heavy criticism from an audience that is still largely conservative and resistant to progressive change. 

Temmie Ovwasa, formerly signed to Olamide’s YBNL Nation, has been vocal about their sexuality and identity. Temmie’s stance has contributed to them being sidelined from the mainstream music industry and even made them a pariah. When they levied accusations of mistreatment against their former record label, YBNL, they were dismissed by the public because of their identity. The challenge extends to female celebrities in Nigeria, who navigate a male-dominated industry rife with sexism and misogyny. Despite facing systemic barriers and prejudices, many female celebrities refrain from aligning themselves with feminist ideologies. They often distance themselves from feminism to avoid further alienation in an industry already stacked against them. A current exception is Ayra Starr who continues to demonstrate feminist inclinations through her music and public persona.

🥹What feminist accounts can i follow? https://t.co/Yi9XOwUYHC

— Celestial being (@ayrastarr) October 26, 2023

However, this has not been without repercussions. Nigerian men, in particular, continue to react unfavorably to her, manifesting in online harassment, bullying, and frequent slutshaming.

Ayra Starr parents no dey advice her?🤔 pic.twitter.com/jEkS1BhyB0

— . (@stfumubi) June 15, 2024

Of course, many members of the younger generation — who pride themselves on being forward-thinking — have started to hold celebrities accountable. Raised on a globalized internet, exposed to diverse ideas and social movements, they are more likely to embrace broader definitions of social justice. But their progressivism might not be monolithic, particularly when it comes to women’s issues. Despite the appearance of progressivism, many young Nigerians still cling to conservative values.

A 2023 survey by NOI Polls suggests a significant portion of Nigerian youth hold views on gender roles that might be considered conservative. A 2021 report revealed that 30% of young men in Nigeria believe a wife should always ”submit” to her husband. Many young men in Nigeria still hold violent misogynistic, queerphobic, views and other forms of hateful biases. These are definitely not the people ready to accommodate progressive celebrities.

The Nigerian audience for progressive ideals seems fragmented. While some might be receptive, a significant portion holds onto more traditional views. Progressive celebrities might find themselves preaching to a limited choir, at least for now.