Ilebaye: How past BBNaija winners spend their money

Friday Omosola Featured, Leading Stories 03/10/2023

From March 5th to June 4th, 2006, the inaugural season of Big Brother Naija, previously known as Big Brother Nigeria, aired on M-Net and DStv Channel 37.

This Nigerian reality competition series featured contestants living in an isolated house, vying for a substantial cash prize and various material rewards. The show’s outcome depended on avoiding eviction by viewers, who voted for their preferred housemates to stay on the show.

News Round The Clock (NRTC) affirmed that this production, organized by Multichoice Nigeria, had the potential to transform contestants’ lives, propelling them from obscurity to fame if they emerged as winners.

Moreover, this long-standing event has not only produced winners but also elevated many evicted participants to stardom, enabling them to thrive in their chosen careers.

The show, whose eighth season concluded on Sunday, October 1st, 2023, has produced eight winners who either became the talk of the town or faded into obscurity.

NRTC has learned that, in addition to the prize that the winner will receive, there are million naira deals available for other contestants, even if they don’t win the grand prize. This illustrates that they have opportunities to become millionaires.

We, at NRTC, have observed that over the years, many winners, in interviews with the media, have outlined their intentions for spending their money. However, it often turns out that the money is not used judiciously.

Exploring the financial journeys of previous BBNaija champions

Katung Aduwak, the inaugural winner of the 2006 BBNaija season, clinched the coveted $100,000 prize at the age of 26. His post-win journey led him to the Digital Film Academy in New York, where he obtained a directorial degree.

Even before entering the BBNaija house, Aduwak had a strong passion for filmmaking and production. Currently, he is actively involved in the creation of music videos and TV series. He has become a prominent director for various series and TV shows on Africa Magic.

BBNaija served as a pivotal moment in Aduwak’s life, enabling him to use his prize money to pursue further education in New York, where he excelled and delved deeper into filmmaking. Hailing from Kaduna State, he has established himself as a renowned scriptwriter, producer, and director.

A graduate in Political Science, Aduwak now proudly holds the position of CEO at One O Eight Media and serves as the African Partner for Campfire Media. His journey of success has taken him to prestigious roles, including being a media panelist at the Harvard Africa Business School Forum and holding key positions such as Senior Channel Manager at MTV Base, Senior Creative Director at VIACOM International, and executive director at Chocolate City.

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Michael Ejeba, also known as Efe, emerged as the victor in the second season of ‘BBNaija See Gobbe’. Prior to his stint as a contestant, he already had a background as an artist and entertainer.

Following his win, Efe, often referred to as Efe Money, remained committed to advancing his music career in the entertainment industry. He collaborated with prominent music figures, including Olamide, Iceprince, and BOJ.

This Nigerian singer, media personality, songwriter, and rapper made the most of his N25 million prize from the BBNaija show, wisely investing it in his ongoing pursuit of his passion even before his reality TV journey began.

Also, Miracle Igbokwe emerged as the winner of BBNaija Season 3, ‘Double Wahala’, held in South Africa. His journey to victory was unique, as from the very outset of the show, Miracle harbored a strong aspiration to become a professional and commercial pilot.

After securing the grand prize of N25 million, Miracle wisely invested in pursuing a career in aviation. Presently, he proudly holds the title of a Nigerian pilot and achieved a significant milestone by successfully passing his flight instructor examination in the United States of America (USA) in April 2023.

Prior to his stint on BBNaija, Miracle was already enrolled in an aviation school, and his decision to utilize his prize money to complete his training was a testament to his unwavering dedication to his dream of soaring the skies as a pilot.

Did previous winners waste their prizes?

Mercy Eke, the winner of the fourth season of Big Brother Naija ‘Pepper Dem,’ shared her post-win plans for the N30 million prize. Prior to her BBNaija journey, she was a Nigerian media personality, actress, video vixen, and entrepreneur hailing from Imo State. Remarkably, she became the first female to win the reality show.

Eke, who is also the founder of MNM Luxury, displayed determination by auditioning for the show on four separate occasions before securing a spot as a contestant. She gained recognition for her appearances in numerous music videos and as a vixen in Davido and Ichaba’s “Baby Mama” music video.

Following her victory, she embraced various roles, becoming an ambassador and influencer for multiple organizations. She even made her acting debut in the Nollywood film “Fate of Alakada” and participated in short comedy skits alongside prominent Nigerian comedians.

Her future plans included investments in real estate and expanding her luxury clothing line.

Notably, at the age of 33, Mercy Eke added an impressive collection of cars to her assets, including models like the Mercedes-Benz G-Wagon, Mercedes-Benz Maybach, Range Rover Velar, IVM G40 SUV, and Mercedes GLK350. It’s worth mentioning that other BBNaija winners have also been seen with an array of cars.

Similarly, Olamilekan Agbeleshe, known as Laycon, started his career as a songwriter and rapper before entering as a contestant in Big Brother Naija season 5.

Laycon emerged as the winner of Big Brother Naija season 5 and has since held the role of youth ambassador for Ogun State, Nigeria, starting from October 6, 2020. He also became a member of the Grammys Recording Academy voting committee.

Following his victory, Laycon returned to his music career, collaborating with industry legends and releasing two singles: “Wagwan” and “Fall For Me” featuring YKB. “Wagwan” debuted at number five on Billboard’s top ten global thriller chart. On April 1, 2021, Laycon announced the release of his first album, scheduled for April 30, 2021.

On April 30, 2021, Laycon released his album titled “Shall We Begin,” which peaked at number two on Nigeria’s top album chart and number one on the Nigeria iTunes album chart.

The NRTC confirmed that Laycon had wisely utilized his N85 million grand prize as he continued to soar in the music industry, releasing several songs and his third album, “Bioba,” consisting of 13 tracks in July 2023.

Hazel Oyeze Onou, widely known as Whitemoney, emerged as the winner of the sixth season of BBNaija. Prior to his stint on the reality TV show, Whitemoney had a career as a singer and songwriter. His victory earned him a grand prize worth ₦90 million, and he had already made a mark in the music industry with collaborations featuring prominent artists.

Hazel Oyeze Onou, widely known as Whitemoney. Source: NRTC Library.

Whitemoney, originally from Kaduna State, ventured to Lagos in search of opportunities. His success and prize on the show also paved the way for numerous endorsement deals.

On the other hand, Ijeoma Josephina Otabor, known as Phyna, entered the reality TV show with a background as an actress, model, and hype woman. Phyna secured the coveted ₦100 million grand prize, making her the second female winner, following in the footsteps of Mercy Eke who won three years prior.

Phyna’s journey began in college, where she embarked on a career in modeling and was subsequently signed by a modeling agency. Since her victory, she has passionately pursued her dreams in both modeling and acting.

While specific details about how Phyna, hailing from the Esan tribe in Edo State but born in Lagos State, utilized her prize remain elusive, a video clip showed her gifting her parents a brand-new Lexus Jeep. Additionally, she has sealed several lucrative endorsement deals and continues to thrive in her acting career.

Should Ilebaye follow in the footsteps of former female winners or forge a different path?”

The eighth season of BBNaija, which featured Ilebaye Odiniya as the winner, with a grand prize of 120 million naira, is no longer a recent development.

During the 10-week duration of Season 8 known as All Stars, Ilebaye, known as the ‘GenZ Baddie,’ faced bullying within the BBNaija House.

Before joining the Reality TV show, Ilebaye pursued a degree in Criminology and Security Studies at Salem University, Kogi State. She also had experience as a model and had previously appeared in TV dramas produced by Wale Adenuga Productions, such as “Papa Ajasco,” “Super Story,” and “Nnenna and Friends,” showcasing her skills as an actress.

Now, at the age of 22, Ilebaye not only aims to continue her modeling and acting career but also needs to consider various investment opportunities to secure her financial future, in addition to her N120 million grand prize.

Ilebaye investing in property can provide rental income and long-term appreciation as well as diversifying her portfolio by investing in stocks and bonds to build wealth over time.

She can start a business because entrepreneurship can be a rewarding venture if she has a viable business idea instead of copying others in buying luxurious cars and others.

Moreso, she can invest in her own skills and education to increase her earning potential— ensure she has a solid financial cushion for unexpected expenses.

In the same vein, she must consider giving back to her community or supporting causes she is passionate about due to the current economic status of the country.

While Ilebaye should start saving for retirement early through pension plans or IRAs she should as well explore opportunities in the entertainment industry, such as music or acting.

However, she should consult a financial advisor for personalized investment advice based on her goals and risk tolerance as well as remembering creating a well-balanced investment strategy and seek professional guidance to make informed decisions based on financial goals and circumstances.