Over the last few years, the Nigerian music and movie industry has grown in leaps and bounds. Many PR tactics are used to push and promote content that is constantly churned out.

There was an era of giveaways and free tickets. However, things have progressed from the free giveaways in the mid-2010s to TikTok dance challenges, artists engaging in online wars with rival fans, or calling out other artists on Twitter. 

These new tactics are closer to using controversies which has proven to be an effective tool to create awareness about new projects.

Over the last two years, there's been a massive use of controversies to promote new projects both in the movie industry and in the music scene. 

Celebrities have come to terms with the fact that bad news sells faster than good news, so what they do is sell us a pathetic story either about extramarital affairs, hint at divorce, or simply just throwing jabs at each other, and this comes days or a week before a mega project is being released.

It is a recurring theme, which has all worked well, and has continue to be a huge success. some even go as far as faking own death to steal spotlight and shine it on themselves to garther sympathy and streaming success, an example Nigerian singer Oladips.

The question is, how does this work? It is simple reverse psychology and the extensive coverage that these stories get from the media which helps to create more awareness about these celebrities and their upcoming Project—the use of controversies to sell concert tickets. 

Filmmaker Eniola Ajao recently discovered what it feels like to be in the murky waters of controversies as she recently pulled a stunt with crossdresser Bobrisky. During the premiere of her movie Ajakaju, Eniola Ajao named Bobrisky the best-dressed female which helped spark unprecedented awareness of Eniola Ajao's film. Controversy sells.