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Nollywood actress Jemima Osunde has openly criticized the growing trend among filmmakers to prioritize an actor's social media presence over their actual acting talent. In a recent interview with fellow actor Jammal Ibrahim, Osunde expressed concern that many producers now focus more on casting actors with large online followings rather than those with the right skills for the role.
Osunde argued that an actor's primary job is to deliver compelling performances, not to act as the film’s main marketing tool via personal platforms. “I don’t think an actor’s job is to sell the film through their social media presence,” she stated, adding that the obsession with social media metrics is diluting the quality of Nollywood productions.
Jammal Ibrahim supported her stance, emphasizing the role of proper talent management. According to him, a good manager should help actors build on their natural strengths rather than force them into influencer roles. “A good manager should work with who you are to make you better, not try to push you to be someone else,” he said.
This conversation sheds light on a broader shift in the entertainment industry, where digital clout is increasingly influencing casting decisions. While social media can be a powerful promotional tool, critics argue that relying too heavily on it risks sidelining truly talented actors who may not have a large online presence.
Jemima Osunde’s comments have sparked conversations online, especially among aspiring actors who feel overshadowed by influencers. Many in the industry are now calling for a balance—one that respects both the craft of acting and the realities of modern-day film marketing.
As Nollywood continues to evolve, the debate over talent versus influence remains a key issue in shaping the future of storytelling and representation in African cinema.
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