Have you ever wondered what happens to people who become famous overnight? One minute everyone knows your name, your videos are everywhere, brands are calling, and people are eager for a selfie with you; then silence—the attention is gone.
Uganda has plenty of these. Remember Mzee Kawato and his supposed son, Dexta Rapper, who became sensations for their waist dance? Or MC Africa, the “it’s a Friday twende tupaate” guy; Sudiman Birthday Yo, the guitar guy; Mzee Geodfrey Jjemba Matte, the burial announcer from Kayunga; and, of course, Hozambe Shifura. In their day, when each had their moment, literally everyone knew them. You couldn’t scroll through social media for five minutes without seeing them, or someone creating content around their viral moment.
Looking at some of these names raises an uncomfortable question: can going viral actually turn into lasting fame, or are you simply famous for as long as the internet is interested in you?
Because there seems to be a very familiar cycle: you go viral, and suddenly attention-vultures knock on your door. A tour and travel company calls you; a furniture and bedding retailer invites you to promote its sofas and mattresses; a phone shop on Kampala Road wants you in its next campaign; and a car dealership is willing to have you show off its latest ride. For a while, your face is everywhere, then the hype dies down.
Why? Is this the curse of starting big? Do you go from an overnight sensation to yesterday’s news just as quickly? I think I know why.
#1. The Internet Moves on Fast!
Today you’re the biggest sensation on everyone’s timeline; tomorrow someone else does something crazier, funnier or more controversial, and suddenly you are history.
#2. What Happens After the Viral Moment?
Sometimes someone goes viral because of one specific thing, but after the viral moment they don’t have anything else to offer.
Mzee Kawato, you are so good at twisting the waist; what else do you have for us? If the answer is nothing, the attention disappears.
#3. Views Aren’t Influence
Millions of views don’t necessarily mean you have a loyal audience. People can watch you because you’re trending, for whatever reason, without actually caring enough to follow your journey. Once the trend is over, they leave with it.
This is also common with public figures whose nude content somehow finds itself on everyone’s screen. The attention is usually 48 hours away from the next TikToker’s leaked content.
#4. Too Many Brand Deals
You’re appearing in every imaginable advert, walking on red carpets and featuring in music videos; the money is coming in, and it feels like you’ve made it, except this is the biggest trap.
Because if you don’t use the moment to build something that can outlive the trend and the endorsements that follow, you can easily become the person who was once trending because brands don’t necessarily need you forever; they need you while you’re hot.
#5. Give Them Something New
The Internet that made you famous is ever-changing. If you keep giving people the same thing that made you viral, Ugandans move on fast; they look for something new.
So if you ever find yourself trending, with brands calling to offer free goods, services and endorsement deals, the points above could come in handy. Otherwise, you could become another Ugandan viral name people vaguely remember.
A big shout-out to the old man, Simon Kaggwa Njala, who seems to have managed to capitalise on his Why Are You Gay line.
