By: Lauretta Fagbohun, Abeokuta.
Nollywood actress and filmmaker, Funke Akindele, has revealed that her now-famous dance videos used to promote her movies were born out of necessity rather than entertainment, explaining that financial constraints pushed her to adopt the unconventional marketing strategy.
Speaking in an interview with BellaNaija shared on X on Tuesday, the award-winning filmmaker said she began creating dance content after discovering she lacked the funds to execute a conventional publicity campaign for one of her biggest productions, Battle on Buka Street.
According to Akindele, after completing the film, she had exhausted her resources and could not afford a public relations or marketing budget.
Faced with the challenge, she improvised by setting up a simple backdrop in her sitting room, using her phone camera to record promotional videos with the assistance of her brother and cinematographer.
“I did Battle on Buka Street and I didn’t have the budget for PR and marketing. So I just did a backdrop in my sitting room in my house and I put the camera there,” she said, noting that the dance videos eventually became an effective way of connecting with audiences.
She explained that consistently dancing to the movie’s soundtrack and sharing the videos online resonated with fans, who gradually associated her with joy, energy and dance a trait she attributed to her late mother. The unexpected success of the strategy has since become a signature part of her film promotions.
Akindele, however, expressed disappointment over criticisms that dismiss her promotional efforts as merely “dancing,” insisting that such comments overlook the creativity, planning and hard work involved in producing and marketing a successful film.
“Stop belittling my work; it’s not dancing. It’s hard work,” she said, adding that filmmakers who disagree with her approach are free to develop their own innovative promotional strategies. “If you don’t feel like you want to jump on it to promote your movie, you’re welcome. But you don’t have to dance. Create your own ideas.
Come up with something different.”
Beyond promoting her films, the actress also spoke passionately about mentoring the next generation of filmmakers and actors. She recalled becoming emotional while watching young performers on the set of one of her recent productions, Ayetoro Town, after noticing signs of exhaustion and skin discoloration that reminded her of her own early struggles in the industry.
“I want to build the next generation of female filmmakers. I want them to be audacious. I want them to be hardworking. I want people to look back and say, ‘I remember Funke Akindele. She gave us the opportunity to be seen and heard. She taught us how to be audacious and firm,'” she said.
Reflecting on the experience, Akindele admitted that nurturing emerging talents is not always financially rewarding, but said she remains committed to creating opportunities for aspiring actors and filmmakers. She added that she continues to collaborate deliberately with young writers and industry professionals, praying for the grace to keep helping others find their voices and succeed in the Nigerian film industry.
