In a heartfelt post on Instagram, Nollywood actress Jaiye Kuti, popularly known as Jayeola Monje, has opened up about the growing trend among her colleagues of turning to content creation, particularly dancing, to promote their films.
She revealed her dismay over the increasing reliance on such tactics, which she described as emotionally exhausting and, at times, demeaning.
Kuti recalled a particular moment when she saw actor Odunlade Adekola dancing to promote a movie, an act that left her in tears. The actress explained that despite the significant financial investment she made into her movie, including expenses on production, publications, radio tours, and billboards, she still had to resort to dancing in the streets to generate publicity. She expressed her disappointment, noting that it had become commonplace for many actors to turn to skits and content creation to market their films.
I have seen an ongoing discussion online concerning Executive Producers/Producers dancing to their movies. Do you know that some Executive Producers go as far as selling what they have to make a good movie? It is getting tiring and emotional for me,” she wrote.
Kuti lamented that this shift in promotion methods has become a widespread trend in the industry, with many actors now becoming skitmakers simply to sell their projects. She also reflected on how this shift in focus is damaging for both the industry and the actors involved. “Actors have turned to skitmakers just because they want to sell their movies. Viewers, you need to help us,” she urged.
Last year, fellow Yoruba actress Debbie Shokoya also shared her plans to use her family and husband as content creators to push her projects. In a lighthearted post, she joked with her husband about starting to wear skirts for content creation purposes.
Similarly, comedian and filmmaker AY Makun had previously voiced his frustrations over the lack of support from the industry, particularly for male filmmakers. He expressed how the entertainment sector tends to favor certain body types, making it more challenging for male professionals to gain the recognition they deserve. AY proudly declared himself the last man standing in filmmaking who still personally pushes his movies forward.
In the past, Jaiye Kuti has spoken out about the damaging behaviour of some veteran actors who cry for help on social media, a practice she believes harms the reputation of the Yoruba movie industry. She blamed many of the veterans for squandering their earnings on fleeting pleasures rather than planning for their futures. Wumi Toriola, another actress, echoed Kuti’s sentiments, stating that the actions of some veterans were negatively affecting Nollywood’s image. Toriola emphasized that acting is an honorable profession, one she proudly sustains herself through.
Also Read:Nollywood Star Bimbo Oshin Celebrates Jaiye Kuti’s Birthday
