Veteran Nollywood actress Jaiye Kuti, popularly known as Jayeola Monje, has voiced her concerns over the growing pressure on filmmakers and actors to become content creators and dancers in order to promote their movies.
In an emotional post shared on her Instagram page, Jaiye recounted how she was deeply moved to tears when she saw popular actor Odunlade Adekola dancing online just to promote a film. She revealed that despite the huge financial investments put into movie production, many producers are still forced to go out of their way to create visibility through dancing and skits.
“There was a time when Odunlade was dancing, and I wanted to cry. After spending so much on publications, radio tours, billboards, and more, we still have to come out and dance. It is bad,” she wrote.
Jaiye Kuti lamented that many executive producers go as far as selling their valuables to fund quality movie projects. However, due to the current state of the industry, they often feel compelled to engage in viral trends and social media tactics, including dancing in the streets, just to get people to watch their work.
She recalled her own experience, explaining that although her first movie made it to Prime Video and earned her returns without such efforts, she wasn’t so lucky with her second film. Despite spending a large amount of money on it, she still had to dance in public spaces and create content to push awareness.
“Actors have now turned into skitmakers overnight just because they want to sell their movies,” she added. “It is tiring and emotional. Viewers, you need to help us.”
Her post has sparked conversations online, with many sympathizing with the reality many Nollywood stars face behind the scenes — the pressure to blend creativity with constant online promotion in order to survive in today’s entertainment space.
@jayekuti0909 Please help us to understand us in the movie 🎬 Industry. Thank you for all your love for us 🙏 Blacksmith Alagbede still streaming on www.Circuits.Tv now #BlacksmithonCircuits #StreamingOnCircuits ♬ original sound - Jaylex
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