South African media personality and musician Nandi Madida has weighed in on how fame is transforming in the digital era, after a viral debate online reignited questions about whether artists today can still reach the kind of iconic “star” status people associate with earlier generations.
The conversation took off when music journalist and hip-hop culture commentator Okay Swisher shared a fiery Instagram reel, using it to reflect on how the entertainment industry has shifted over the years.
Quick facts
- South African media personality and musician Nandi Madida commented on the changing meaning of fame online.
- The debate was sparked by a viral Instagram reel posted by South African music journalist and hip-hop culture commentator Okay Swisher.
- Swisher questioned whether today’s artists have the same “mystery” and larger-than-life presence as past stars.
- He cited older names including Brenda Fassie, TKZee, ProKid, and HHP as examples of how earlier celebrity culture worked.
- Swisher argued modern fame demands constant social media presence and can feel emotionally draining.
- Madida encouraged viewers to accept the industry’s evolution rather than judge one generation against another.
In the clip that quickly spread across social platforms, Swisher made the case that artists don’t command the same level of intrigue or bigger-than-life energy that helped define celebrities in earlier chapters of South African music.
He pointed to iconic figures such as Brenda Fassie, TKZee, ProKid, and HHP, explaining that older stars benefited from far more limited public access. That scarcity, in his view, allowed their music and appearances to build anticipation—creating a sense of mystique around the people behind the sound.
Swisher said the current landscape operates on a different set of rules, shaped by algorithms, constant visibility, and the need to actively engage audiences through social media.
Rather than waiting to be “seen,” he suggested, many artists are now expected to show up online on a near-daily basis—through livestreams, short-form videos on platforms like TikTok, “get ready with me” content, viral challenges, and ongoing interaction with followers. In that environment, he argued, it becomes harder to keep a clear boundary between being an entertainer and functioning as an influencer.
He also noted that popularity can sometimes start with internet moments long before an artist’s music fully lands with mainstream listeners.
As an example, Swisher referenced Uncle Waffles, emphasizing how strong visual identity and a strong grasp of social media strategy have become key ingredients for international recognition—particularly in spaces like Amapiano.
Beyond the mechanics of visibility, Swisher said modern fame can be emotionally exhausting. His point was that today’s artists are often required to wear multiple hats at once: musician, marketer, content producer, editor, and influencer—just to stay present in an attention-driven industry.
The reel didn’t take long to spark a wave of online conversation, with users split over whether this easier access to celebrity has helped celebrity culture grow or has, instead, diluted the mystique that once made stars feel less reachable.
Adding her voice to the discussion, Nandi Madida offered a more measured take, urging people to welcome the industry’s evolution rather than pit generations against each other too aggressively.
“Times have changed and will continue to change,” she wrote in the comments section.
She continued: “Gen Z is carving out success in their own way, boldly, creatively, and unapologetically.”
Madida also added that each generation tends to idealise what came before, but that change is a natural part of development and cultural progress.
“There is wisdom in tradition, but there is also brilliance in evolution,” she wrote.
Her reply resonated with many people who felt today’s artists are simply adjusting to a digital-first world—where maintaining a real connection with audiences, building a recognizable brand, and staying consistent can heavily influence long-term career staying power.
