Veteran Nollywood actress Jaiye Kuti, popularly known as Jayeola Monje, has expressed deep concern over the increasing trend of filmmakers and actors turning to social media content creation, including dancing and skits, to promote their movies. The actress, renowned for her decades of work in the Nigerian film industry, feels that these practices are now becoming a norm in the industry, putting immense pressure on those involved in the creative process.
In a heartfelt Instagram post, Jaiye Kuti shared her emotional reaction after watching popular actor Odunlade Adekola dance on social media to promote a movie, an experience that moved her to tears. She stated that it was becoming increasingly difficult to witness how far some filmmakers and actors go just to capture the attention of their audience in today’s digital world.
Reflecting on the growing pressure in the industry, she emphasized that despite significant investments in quality productions, many executive producers and actors are now turning to unconventional methods, such as dancing on social media or creating viral skits, as their primary means of promoting their films. Kuti noted that this trend is exhausting and emotionally taxing for her and others who have dedicated their time and resources to creating quality content.
“It is getting tiring and emotional for me. Do you know that some Executive Producers go as far as selling what they have to make a good movie?” she lamented, pointing out the lengths filmmakers now have to go to in order to stay relevant in the crowded entertainment industry. Her remarks reflect her frustration with the increasing commercialization of the creative process, where the focus seems to have shifted from the art of filmmaking to the gimmicks of promotion.
The actress also revealed that she, too, had been caught in the same cycle of dancing and skit-making despite spending substantial sums on more traditional forms of publicity such as radio tours and billboards to promote her latest movie project. She expressed her dismay at the fact that even though she had invested in the quality of the film, it still felt necessary to engage in viral dance challenges just to create awareness.
“I spent money on my second movie with my partner, yet I still had to go to the street to dance to create publicity for the movie. It is bad, and I feel for me and the rest of us,” Kuti stated, expressing her concern about the pressure filmmakers face in today’s media landscape. She went on to explain how the process of promoting films has changed dramatically, with many actors now becoming skitmakers out of necessity rather than passion for the craft.
The veteran actress also compared this current situation with her earlier experiences in the industry, specifically referencing her earlier film released on Prime Video. She recalled how that movie generated a profitable return without relying on social media dance trends or gimmicks, something she sees as a stark contrast to what is now expected for a successful movie promotion.
In her post, Kuti passionately decried the pressure placed on filmmakers to participate in performances that often feel out of character just to attract attention. She underscored the fact that many Nollywood stars, despite their talent and dedication to the craft, now have to engage in actions that don't reflect their true passion for the work itself. This, she argues, has led to a situation where the integrity of the filmmaking process is being compromised in favor of short-term viral marketing tactics.
Concluding her post, Jaiye Kuti made a heartfelt plea to the public, urging audiences to support filmmakers by watching and sharing their movies, rather than allowing their hard work and sacrifices to go unnoticed. She asked viewers to recognize the challenges filmmakers face and to show appreciation by engaging with the content that has been created with dedication and effort.
“Viewers, you need to help us; it’s not everyone of us who can dance like Funke Akindele who does it passionately,” she appealed, acknowledging the different skills and talents of filmmakers while calling for more genuine support for the industry.
Watch the video below …
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