Why I dance to promote my movies, Funke Akindele

Nollywood actress and filmmaker Funke Akindele has defended her signature promotional dance videos, explaining they originated from a lack of marketing funds rather than a lack of seriousness about her craft. Akindele addressed criticism that her methods trivialize her work, asserting that necessity drove her to improvise.

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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 recalled the promotion for her film 'Battle on Buka Street,' stating she had no budget for public relations or marketing. Akindele resorted to creating promotional content in her sitting room, using a simple backdrop and her phone camera, with assistance from her cinematographer brother. This strategy, involving repeated dancing to the film's soundtrack, unexpectedly resonated with audiences, associating her with joy and dancing.

Akindele pushed back against those who dismiss her promotional style as mere dancing. "Stop belittling my work. It’s not dancing. It’s hard work," she declared. She encouraged critics to develop their own unique promotional ideas if they disagree with her approach, emphasizing that they are free to explore alternative strategies.

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Stop belittling my work. It’s not dancing. It’s hard work.

Beyond her promotional tactics, Akindele also shared her commitment to mentoring emerging talent. She expressed emotional reflections on observing young actors on the set of her recent project, 'Ayetoro Town.' Witnessing their exhaustion and skin discoloration, reminiscent of her own early career struggles, strengthened her resolve to create opportunities for the next generation of female filmmakers.

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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.

"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 as, oh, I remember Funke Akindele. She gave us the opportunity to be seen and heard. She taught us how to be audacious, to be firm," Akindele stated, underscoring her dedication to empowering aspiring talents.

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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 as, oh, I remember Funke Akindele. She gave us the opportunity to be seen and heard. She taught us how to be audacious, to be firm.