Is the age of social media bad for music groups?

by Alexander O. Onukwue

They have tried to rebound from their brief spell away from each other but it appears the rot in their relationship is beyond issues about money.

Peter and Paul Okoye, the duo of dancers and singers, who the world has known for more than 10 years as PSquare are having more than a bad patch in their commitment to each other as a music group. Over the years, both have complimented each other’s abilities, forging a hugely successful career despite initial doubts over their originality – all those comparisons with Michael Jackson and Usher only served to sell them. Paul did most of the opening in songs and, at times, seemed more confident in his ability to get the focus of the camera and let his hair down. Peter, probably the more introspective of the two, was more rhythm and blues, helping to promote the Psquare brand as more versatile than any on the continent.

However, times are changing. Today is more personalized and attention is narrower today than it was when they started off their journey from Jos. Fans and the audiences on Twitter and Instagram want more direct communication with their stars and want to give more personalized praise for individual performers, a situation that is uncomfortable for group acts.

Even after they made up last year, PSquare did not have a unanimous Twitter handle, as a brand or band; Peter and Paul remained individuals in the digital age, relating to fans on individual levels. With the spat renewed, Peter has launched his own Facebook page as well as a VEVO channel on YouTube. Not that it had any substantial influence on their rift, but it appears the tools are more in place today to make break-ups very easy in the social media age.

 

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