Since its debut in 2006, Big Brother Naija (BBNaija) has evolved into more than just a reality television show, it has become a launchpad for fame, fortune, and, for some, full-blown celebrity status.
Over nearly two decades, the show has produced several winners, each with a distinct post-show journey, ranging from reinvention and sustained relevance to a quiet fade into obscurity.
From brand ambassadors and entrepreneurs to actors, musicians, and even political aspirants, former housemates have followed diverse paths in the spotlight and beyond.
Yet, one lingering question continues to intrigue fans and followers of the show: where are they now? How far have these winners come since they claimed the crown and walked away with millions?
In this article, The New Daily Prime takes a closer look at what they’ve been up to since their last time in Biggie’s house.
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Katung Aduwak
Katung Aduwak made history as the inaugural winner of BBNaija, walking away with a prize of $100,000. Rather than remain in the limelight, he opted to pursue a career behind the scenes, studying filmmaking in New York.
Upon returning to Africa, he established himself as a respected media executive, scriptwriter, and director.
He previously served as Senior Creative Director at Viacom/MTV Base Africa, where he played a pivotal role in shaping youth-oriented content across the continent.
Katung now runs One O Eight Media, a production company focused on film, digital content, and commercials.
He divides his time between Nigeria and the United States, maintaining a low profile while steadily influencing the entertainment industry from behind the scenes.
Efe Ejeba
Efe captured viewers’ hearts during the “See Gobe” season with his streetwise charm and down-to-earth personality.
He received ₦25 million and a brand-new car. After the show, he pursued a full-time music career, branding himself “Efe Money.”
Though he hasn’t produced chart-topping hits, he consistently releases singles, performs at events, and engages in small media projects.
Efe has also ventured into acting and, in 2021, was appointed Africa Culture Ambassador by the African Union. Despite receiving mixed reactions to his music, he remains devoted to his artistic path, currently residing in Lagos and staying active on social media.
Miracle Igbokwe
Known for his quiet demeanour and focus, Miracle pursued a career in aviation after winning the “Double Wahala” edition.
With his ₦25 million cash prize, an SUV, and an international trip, he enrolled in a pilot training school in the United States and went on to earn his commercial pilot licence.
In 2023, he also obtained a Gulfstream rating with distinction and passed his flight instructor exams.
Miracle has kept his personal life away from social media, but reports confirm he is now working in commercial aviation in the U.S., distinguishing himself as one of the few BBNaija winners to venture outside the entertainment industry.
Mercy Eke
Mercy made history as the first female winner of BBNaija, receiving ₦60 million worth of prizes, including an SUV. Since then, she has built a flourishing career. She launched two businesses—MNM Luxury, a fashion label, and Lambo Homes, a real estate company.
In entertainment, she has featured in films such as “Fate of Alakada” and Netflix’s “Shanty Town.” Mercy has secured endorsement deals with major brands like Ciroc, PayPorte, and Infinix.
In 2023, she won Best Dressed Female at the AMVCA. Based in Lagos, she remains highly influential in fashion and lifestyle spaces, with a strong presence on social media.
Laycon (Olamilekan Agbeleshebioba)
Laycon’s intelligence and lyrical prowess made him a fan favourite during the “Lockdown” season, where he won ₦85 million, a car, and a house.
He released his debut album “Shall We Begin” and starred in his own Showmax docuseries “I Am Laycon.”
He was named Youth Ambassador by Ogun State and became a voting member of the Grammy Recording Academy in 2022.
Laycon’s music career continues to evolve, earning respect for his thoughtful storytelling and blend of Afrobeats.
He resides in Nigeria, commanding a large online following and a voice in music, politics, and social issues.
Whitemoney (Hazel Onou)
Whitemoney won the “Shine Ya Eye” edition with his relatable personality and cooking flair, taking home ₦90 million and a car.
Since then, he has pursued a music career, releasing multiple singles. He also became a brand ambassador for several companies and appears in adverts and influencer campaigns.
Whitemoney has hinted at future ventures in food and hospitality, aiming to turn his popularity into entrepreneurial success. Based in Lagos, he continues to maintain a steady presence in the entertainment scene.
Phyna (Ijeoma Josephina Otabor)
Phyna brought energy and drama to the “Level Up” season, earning her a strong fan base. She won a prize package worth ₦100 million (₦50 million in cash, an SUV, and other items). Since then, she has thrived as a content creator, actress, and event host.
She has secured endorsement deals with brands in skincare, fashion, and tech, and remains highly active on social media. Phyna also champions mental health awareness and women’s empowerment, frequently appearing in skits, panels, and talk shows. She is based in Lagos.
Ilebaye Odiniya
Ilebaye, dubbed the “Gen-Z baddie,” surprised many by clinching victory in the “All-Stars” edition.
She walked away with a prize worth ₦120 million (₦60 million cash, an SUV, and more). Now a rising brand influencer and fashion icon, she has hosted shows, walked runways, and is planning to launch her own fashion and skincare lines.
She regularly attends international events and continues to expand her audience both locally and globally. Though based in Lagos, she frequently travels for work.
Kellyrae (Kingsley Sule)
Kellyrae, crowned in October 2024, is the most recent addition to the BBNaija winners’ club. He received a ₦100 million prize package (₦60 million cash and an SUV). Alongside his wife, Kassia, he has quickly become a rising influencer and entertainment figure.
He is currently working on several music projects and frequently appears with Kassia in interviews, brand deals, and lifestyle campaigns. Residing in Lagos, Kellyrae is steadily building his image as a musician and public personality.
BBNaija returns after 10 years break
In this report, this paper highlights possible reasons for the TV reality break from the screen for 10 years after its debut in 2006.
Some of the reasons include:
Lack of steady sponsorship
After the first season in 2006, Big Brother Naija struggled to make a quick comeback, mainly due to inconsistent sponsorship. At the time, major brands in Nigeria were not fully invested in reality TV. The advertising and media industry was still developing, and few companies were willing to commit the kind of funding required to sustain a show of such scale every year
Cost of high production
Producing BBNaija involved massive expenses. The show required round-the-clock surveillance, custom-built housing, a large production crew, and satellite broadcasting, all of which came at a steep cost. Without strong financial backing, the risks outweighed the potential rewards for most sponsors during that period.
Regional shift
M-Net and Africa Magic, the broadcasters behind BBNaija, had shifted attention to broader regional content like Big Brother Africa (BBA), which launched in 2003. This pan-African version of the show included Nigerian housemates and became the preferred platform for showcasing talent from across the continent, drawing resources and attention away from the standalone Nigerian edition.
Infrastructural challenges
Nigeria in the late 2000s and early 2010s faced several infrastructure challenges, including inconsistent electricity supply, logistical constraints, and rising insecurity. These issues made it difficult to host a live, large-scale, long-running reality show locally.
Return after 10 year
By 2016, the Nigerian entertainment industry had evolved significantly. Corporate sponsors like PayPorte, Pepsi, and DStv were now more willing to invest in high-profile productions. With increased brand interest and more robust marketing budgets, the show had a better financial foundation to return.
Boom in social media engagement
The explosion of social media platforms like Twitter, Instagram, and Facebook created a perfect environment for real-time engagement. This allowed BBNaija to gain viral traction and attract a younger, more active audience who enjoyed following and commenting on the show as it aired.
Strategic revival by Multichoice
Multichoice Nigeria, the parent company behind DStv and Africa Magic, saw how successful Big Brother Africa had become and recognised the potential for a uniquely Nigerian version. The demand for local content was rising, and BBNaija offered an opportunity to create a cultural phenomenon that resonated nationwide.
In 2017, the show made a dramatic return with Season 2 titled “See Gobe.” While the show was filmed in South Africa due to production infrastructure concerns, it still struck a strong chord with Nigerian viewers. Its mix of drama, competition, and live updates made it an instant hit, solidifying BBNaija’s place in Nigerian pop culture.
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