Any Publicity is Good Publicity? The Strange Dance Between Scandal and Fame in Music

There’s an old line that echoes across the music industry: “Any publicity is good publicity.” It’s one of those sayings that sounds reckless, but when you look closely at hip hop—especially in South Africa—you start to see the truth in it.

Some careers have been boosted by controversy. Some artists have turned mistakes into marketing. And others, well… their scandals left scars. The reality is messy, but fascinating: not all bad publicity is created equal.

So let’s unpack this through stories we know well: Emtee’s viral accident, K.Keed’s defiant refusal, and the late AKA’s complicated battles with public opinion. Along the way, we’ll connect them with global examples to see how scandal really works in music.

Why Bad Publicity Sticks

The reason “bad publicity” often works is simple: people can’t resist drama. When a musician trends for the wrong reasons, curiosity kicks in. Fans (and haters) rush to check their socials, streams, or videos—whether to laugh, criticise, or just join the conversation.

And in today’s algorithm-driven world, attention is currency. The more you trend, the more you’re seen. The more you’re seen, the more people press play.

That said, there’s a difference between embarrassing slip-ups, rebellious moments, and genuinely damaging scandals. Each plays out differently in an artist’s story.

Emtee: When Embarrassment Becomes Entertainment

If you’ve been around SA Twitter long enough, you remember it: Emtee accidentally going live while taking a piss, capturing himself in a way no one wanted to see. Within minutes, screenshots were everywhere. Memes multiplied. And for a while, he was the butt of every joke.

But here’s the twist: instead of burying his career, the moment became part of Emtee’s legend. He didn’t commit a crime. He didn’t betray his fans. He just… slipped. And in the culture of hip hop, where being raw and unpolished is often celebrated, the accident didn’t feel like career-ending shame.

If anything, it reinforced what people already knew about him: he’s unfiltered, flawed, and real. That rawness is exactly what his fans love.

It’s the kind of scandal that’s embarrassing but harmless. And in the end, it probably pushed his name further than any PR rollout could have.

https://youtu.be/98rys-2WpL4?si=jyawMNVPWYHnU-Vn

K.Keed: Saying No When Everyone Expected Yes

Then there’s K.Keed. Remember the storm she caused when she went on Speedsta’s hip hop show and refused to freestyle?

The internet went wild. Some called her lazy. Others said she wasn’t a “real MC.” For weeks, debates about her professionalism and talent circulated across the scene.

But think about this: if she had freestyled, would anyone still be talking about that appearance today? Probably not. By breaking the script, she created a moment people couldn’t forget.

More importantly, it aligned with her image. K.Keed has always positioned herself as unconventional, not here to play by industry rules. Refusing to freestyle was risky, but it was also consistent with who she is: unapologetic.

The “bad publicity” ended up amplifying her identity. Sometimes being defiant—even if it makes people mad—is a better career move than blending in.

https://youtu.be/yIdR7OQeM8Q?si=sxq0YgMDp8UGehX2

AKA: When Controversy Turns Dark

Not all scandals are lighthearted or rebellious. Some weigh heavy, shaping how artists are remembered long after the headlines fade.

For AKA, controversy was never far away. At his peak, he was one of South Africa’s brightest stars, but the tragic death of his fiancée, Anele Tembe, in 2021 dragged his name into darker conversations. Accusations of drug use, leaked videos, and whispers about what really happened put him under immense public scrutiny.

In the moment, it looked like his reputation might never recover. He was criticized, questioned, and sometimes outright vilified. And yet, his music didn’t stop moving. Fans still streamed his songs. His artistry still resonated.

Then, when AKA himself was tragically gunned down in 2023, everything shifted. The public narrative softened. Instead of focusing on the controversies, people remembered the talent, the hits, the mark he left on SA hip hop.

This is where the phrase “any publicity is good publicity” starts to crack. The controversies hurt him while he was alive. But his artistry, combined with the tragedy of his death, reshaped the way people remembered him.

Beyond South Africa: The Global Pattern

If you zoom out, the same patterns repeat around the world.

Lil Nas X has turned controversy into an art form, leaning into trolling whenever critics attack his videos or identity. The backlash only fuels his streams.

Morgan Wallen, despite scandals over racist language, remains a chart-topping country superstar—his controversies seemed to make him even more popular with his base.

Chris Brown’s 2009 assault case against Rihanna nearly ended his career, yet he staged a comeback and continues to draw huge numbers today.

Boom Shaka stirred outrage in the ’90s for reworking Nkosi Sikelel’ iAfrika in a kwaito style, but the controversy made them icons for younger audiences.

Different continent, same cycle: controversy equals attention, attention equals streams.

The Line Between Buzz and Burn

So, is “any publicity” really good publicity? Not always. The outcome depends on a few things:

1. The nature of the scandal – Funny accidents and rebellious moments usually fade into hype. But serious issues like abuse or exploitation can leave lasting scars.

2. The artist’s brand – Emtee’s raw slip worked because his image was already raw. For a squeaky-clean pop star, the same mistake might be devastating.

3. The music itself – This one’s crucial. Controversy only sticks if the music isn’t strong enough to hold attention afterward. If the songs slap, fans will stay. If they don’t, scandal alone won’t save you.

Final Thoughts

In South Africa’s hip hop scene—and the global industry—bad publicity has a strange way of working in artists’ favor. From Emtee’s livestream to K.Keed’s freestyle refusal, even to the heavier chapters in AKA’s story, scandal has often been less of a career killer and more of a conversation starter.

At the end of the day, attention is fuel. But reputation is the engine. You can rev the car with a controversy, but only the music keeps it moving.

So maybe the saying should be updated for our times:

Not all publicity is good publicity—but if you play it right, almost any publicity can work in your favor.