Keep Deceiving Yourselves — Phyna Blasts Tochi Over BBNaija Brand Deal Advice

Big Brother Naija ‘Level Up’ winner, Phyna, has reacted to fellow reality star Tochi’s advice to former housemates who are struggling financially while trying to maintain their celebrity status.

According to Bush Radio Academy, Phyna questioned the growing perception that former BBNaija housemates should automatically consider themselves celebrities and rely heavily on brand endorsements after leaving the reality show.

The reality star also criticised the practice of measuring the success of BBNaija alumni based on the number and reported value of brand deals they secure.

Phyna argued that publicly announced figures for some endorsement deals may not always reflect the actual amount received by the celebrity, noting that management fees and other deductions could significantly reduce the final earnings.

She suggested that some former housemates could therefore be left with little financial benefit despite publicly being associated with seemingly lucrative brand partnerships.

Phyna said she had long questioned the idea that appearing on BBNaija meant an individual no longer needed to work hard or pursue other sources of income.

She maintained that former housemates should not allow the pursuit of celebrity status or brand endorsements to prevent them from exploring other legitimate ways of making money.

The reality star further alleged that some brands could negotiate a deal for a relatively modest amount while a much larger figure is subsequently announced publicly, creating the impression that the celebrity received substantially more than the actual payment.

Using an example, she claimed that a brand could allegedly pay ₦5 million while an announcement suggests a ₦50 million deal, leaving the celebrity with the public perception of having secured a huge endorsement despite receiving a much smaller amount.

She also pointed to management fees, which she said could further reduce the amount eventually received by the personality involved.

Phyna criticised what she described as a growing culture of classism within the entertainment industry, arguing that people should not base their perception of success solely on celebrity labels, brand endorsements or publicly announced figures.

Her comments have added another dimension to the ongoing conversation among former BBNaija housemates about financial struggles, celebrity status and the realities of building sustainable careers after reality television.