Veteran producer Docter Kaunda has sent a strong message to creatives, warning that while social media can build careers overnight, it can also destroy them if not handled wisely.
In a statement titled 'The Spotlight and The Screen: Social Media in Entertainment', Kaunda addressed musicians, actors, comedians and influencers directly.
“Social media is the biggest stage we’ve ever had,” he said. “One reel, one song, one post can take someone from a bedroom in Gulu to the world. It gives us fans without gatekeepers, money without middlemen, and a voice we control.”
However, Kaunda cautioned that the same platforms come with serious risks. “The same screen that lifts you can also break you if you mismanage it,” he noted. He blamed the pressure to stay relevant for making creatives post for clout instead of purpose, saying one careless caption or old video can quickly become a headline.
He further warned against comparison and oversharing. “We start comparing our behind-the-scenes to everyone else’s highlights. We give strangers access to our lives, and then get hurt when they act like they own us. The algorithm doesn’t care about your mental health. The comments don’t pay your bills. And fame without foundation will fade.
