Nollywood actress and filmmaker Funke Akindele has addressed comments linking her unique marketing approach to challenges faced by other filmmakers, asserting that she cannot be held accountable for anyone’s setbacks.
Her statement comes after remarks from fellow filmmaker Kunle Afolayan, who expressed concerns about the increasing reliance on dance-driven content as a strategy for promoting movies in Nollywood.
Speaking about his personal journey, Afolayan described the physical and mental strain involved in film promotion. He reflected on his own experiences, recalling the exhausting demands of promoting films early 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.”
In response, Akindele took to Instagram to clarify that her approach does not hinder the success of others in the industry.
“I am not the one hindering your progress. Ka rin ka po, yiye nin ye ni,” she wrote, emphasizing that the entertainment space is vast enough for everyone to thrive.
The actress encouraged her colleagues to innovate rather than criticize methods that work for others, noting that jealousy should not prevent anyone from finding their own path.
“If you can’t beat them or join them, create your own lane. Don’t let jealousy consume you. The sky is wide enough for everyone to fly,” she added.
Akindele also suggested alternative strategies for filmmakers who find current promotional trends overwhelming. She highlighted the possibility of employing professional publicity teams or devising unique marketing plans tailored to individual projects.
“You can create alternative promotional strategies or hire a company to manage your marketing. The opportunities are limitless, and everyone has their own journey. I’m focused on mine and trust God’s plan for my life,” she said.
Funke Akindele currently holds the distinction of being Nollywood’s highest-grossing filmmaker. Her 2025 release, Behind The Scenes, reportedly earned ₦2.407 billion at the box office. She is widely recognised for her energetic promotional style, often incorporating dance videos and comedy skits on social media to engage audiences and boost viewership.
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