Jaiyeola Kuti Laments Funke Akindele’s Dance Movie Promotions in Powerful Wake-Up Call to Nollywood

Veteran actress Jaiyeola Kuti has stirred a heated conversation in the Nigerian film industry with her recent lamentation over the increasing trend of using dance videos as the primary method to promote new Nollywood movies. In a viral video, the Yoruba movie star openly addressed top filmmakers, including box office queen Funke Akindele, questioning the artistic integrity and cultural value of these promotional tactics. Her critique has sparked widespread debate across social media and industry circles.

Jaiyeola Kuti expressed concern that the heavy reliance on dance routines, often unrelated to the film’s theme, reduces the depth and seriousness of storytelling Nollywood once prioritized. According to her, movie promotion should reflect the core of the story, highlight character development, and engage audiences intellectually—rather than relying on trending audio and choreographed performances to gain attention.

A Subtle Swipe at Funke Akindele: Industry Titans Not Spared

Although Jaiyeola Kuti did not single out Funke Akindele with hostility, the underlying message was hard to ignore. Funke, who is known for her viral skits and dance promotions ahead of film releases such as Battle on Buka Street and A Tribe Called Judah, was clearly among the targets of the criticism. Kuti emphasized that top-tier filmmakers have the power to shape industry standards and should focus on elevating cinematic quality rather than following viral trends.

This unexpected critique has caught the attention of Akindele’s fans and Nollywood analysts alike. Some argue that Funke’s dance videos are part of a broader marketing strategy that has proven successful, especially with the youth demographic. However, others believe Kuti has sparked an important conversation about originality, audience engagement, and the role of cultural aesthetics in the evolving Nollywood space.

Dance Versus Depth: The Debate Over Content Promotion Strategies

Jaiyeola Kuti’s statement challenges the notion that virality equals value. She argued that relying on dance to attract attention may bring temporary hype but does little to establish long-term appreciation for storytelling, directing, or acting. This sentiment touches on a deeper issue in Nollywood: the growing pressure to cater to social media trends over artistic innovation.

Her concerns point to the possible erosion of storytelling depth as more filmmakers prioritize surface-level marketing tactics. Instead of thoughtful trailers, behind-the-scenes features, or director insights, many movies now rely on 30-second Instagram Reels and TikTok challenges. Kuti’s lamentation is a call to return to substance, authenticity, and relevance in promoting films.

The Role of Social Media: Blessing or Curse for Nollywood Promotion?

Social media has undeniably revolutionized how films are marketed. Platforms like Instagram, TikTok, and X (formerly Twitter) have allowed filmmakers to reach millions instantly. However, Jaiyeola Kuti questions whether these platforms are being used meaningfully. Are filmmakers using them to expand cinematic literacy, or simply to chase clout with dance steps that have little bearing on the film’s core message?

For upcoming actors and producers, this presents a dilemma: follow the dance trend to gain visibility or take the risk of promoting films with more intellectually engaging content. Jaiyeola Kuti’s remarks suggest that the latter, though harder, may lead to a more sustainable and respected Nollywood. Her commentary exposes the tension between artistic legacy and digital virality in a rapidly changing media landscape.

Audience Reactions: Divided Opinions Flood Social Media

Following the viral nature of Kuti’s address, reactions on social media have been sharply divided. Some fans applauded her bravery in speaking the truth and confronting an industry-wide pattern that many have chosen to ignore. Others criticized her approach as dismissive of innovation, arguing that dance promotions are not inherently shallow if done creatively and in context.

Nollywood insiders, from scriptwriters to directors, have also weighed in. Some agree that the obsession with going viral has caused many to neglect the deeper essence of filmmaking. Others insist that the industry must evolve with the times and meet the audience where they are—on social media platforms dominated by quick, entertaining content. The controversy, however, underscores Jaiyeola Kuti’s central argument: a balance must be struck between cultural creativity and marketing trends.

The Road Ahead: A Call for Reimagined Promotion in Nollywood

Jaiyeola Kuti’s public address is more than just a critique—it’s a wake-up call to Nollywood to reevaluate its promotional strategies and reconnect with its cultural roots. She emphasized the need for more holistic marketing approaches that combine entertainment with education, storytelling, and behind-the-scenes engagement. In doing so, the industry can retain its global appeal without compromising on artistic value.

Her message is particularly timely as Nollywood continues to gain international recognition. With the growing interest from global streaming platforms and investors, how Nigerian filmmakers present and market their stories will shape the future perception of African cinema. Jaiyeola Kuti’s lamentation serves as a reminder: while trends are fleeting, the power of authentic storytelling is timeless.