Nollywood actress and filmmaker Funke Akindele has reacted to comments suggesting that her movie promotion style is affecting the progress of others in the film industry, firmly stating that she is not responsible for anyone’s challenges.
Her response follows remarks by fellow filmmaker Kunle Afolayan, who recently questioned the growing reliance on dance-based content as a marketing strategy in Nollywood.
Afolayan, speaking about his personal experience, described film promotion as physically and mentally draining, recalling the demands he faced earlier in his career.
“In 2006, I went through all of that, and it was exhausting,” he said. “I want to make a film with the assurance that I won’t have to dance just to sell it.
“We need to find alternative ways of promoting films. How do we market without burning ourselves out? I honestly don’t know how people like Funke Akindele and others manage it—creating skits daily and constantly changing costumes. I simply can’t do that.”
Reacting via a series of posts on Instagram, Akindele dismissed the idea that her promotional approach was limiting opportunities for others in the industry.
“I am not the one hindering your progress. Ka rin ka po, yiye nin ye ni,” she wrote.
She went on to stress that the entertainment industry is broad enough for everyone to succeed, urging her colleagues to innovate rather than criticize methods that work for others.
“If you can’t beat them or join them, create your own lane,” Akindele added. “Don’t let jealousy consume you. The sky is wide enough for everyone to fly.”
The actress also advised filmmakers who find current promotional trends overwhelming to explore other marketing options or employ professional publicity firms to handle their campaigns.
“You can create alternative promotional strategies or hire a company to manage your marketing,” she said. “The opportunities are limitless, and everyone has their own journey. I’m focused on mine and trust God’s plan for my life.”
Funke Akindele currently holds the title of Nollywood’s highest-grossing filmmaker. Her 2025 movie Behind The Scenes reportedly earned ₦2.407 billion at the box office. She is widely recognised for her high-energy promotional style, often using dance videos and comedy skits across social media platforms to market her films.
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