Veteran Nollywood actress, Jaiyeola Kuti, recently stirred up a storm in the Nigerian film industry when she took to Instagram to voice her concerns about the growing reliance on dance skits and social media gimmicks to promote movies. In a heartfelt video shared on her page, Kuti didn’t hold back as she called out fellow filmmakers, including the popular Funke Akindele, for what she perceived as an exhausting and unsustainable marketing strategy.
“I’ve seen a lot of ongoing discussion online concerning executive producers, producers, dancing to [promote] their movies,”
expressed Kuti with visible emotion. She delved into the sacrifices that filmmakers make just to bring their stories to audiences’ screens, highlighting the financial burdens and pressures they face in an increasingly competitive industry.
In her candid revelation, Kuti shared her personal journey of producing films and how the landscape has shifted over time. From reminiscing about her early success without excessive promotional efforts to lamenting the substantial investments required for publicity in today’s market, she painted a vivid picture of the challenges faced by those behind the camera.
“Not everybody can dance like Funke Akindele… Everybody has a place in art.”
This poignant statement from Kuti underscored her belief in embracing diversity within the creative realm and not succumbing to one-size-fits-all marketing tactics. While acknowledging Akindele’s talents and charisma, she cautioned against setting unrealistic standards for all artists based on individual strengths.
The actress highlighted how some filmmakers are transitioning from acting to creating viral social media content out of necessity rather than choice—a shift that comes at a cost both financially and creatively.
“Now some of us are turning from proper actors to skit makers,”
she noted with concern about losing sight of authentic storytelling amidst the clamor for online virality.
Kuti’s plea for viewer support resonated deeply as she appealed for recognition of the effort put into crafting quality films beyond superficial trends.
“If that person is on the latrine… Just because it worked for somebody doesn’t mean it will work for you,”
she emphasized passionately while urging audiences to appreciate artistic integrity over fleeting internet fame.
As her latest project “Family Brouhaha” prepared for its premiere under director Femi Adebayo’s helm, Kuti urged fans to look beyond flashy marketing ploys and value cinematic excellence. Her timely message serves as a poignant reminder of the intrinsic value of filmmaking craftsmanship amidst an era obsessed with instant gratification through social media validation.
Jaiyeola Kuti’s unwavering stance against sacrificing substance for spectacle echoes a sentiment shared by many creatives striving to preserve authenticity in an industry inundated with ever-evolving promotional demands. As audiences navigate through a sea of content vying for attention, perhaps Kuti’s plea for genuine appreciation will spark a renaissance where storytelling reigns supreme once more—a beacon guiding filmmakers back towards artistry over algorithms.
