Acting Criminal Roles Cost Me Several Lifetime Endorsements — Actor Shola Akintunde

 

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Nollywood actor Shola Akintunde, popularly known as 'Lagata' within the Yoruba film industry, has opened up about how his constant casting as a criminal character has cost him valuable brand deals and career opportunities over the years.

Speaking during a recent interview on Oyinmomo, Akintunde disclosed that he has now begun rejecting certain criminal-themed roles after realizing the pattern was working against his professional growth. 

In response, he's making a deliberate effort to broaden his range by embracing softer, more approachable character types.

He explained that brands often shy away from associating with actors known for playing villains, regardless of talent. 

"I've avoided some of those criminal roles because I noticed the roles are preventing me from getting endorsements from brands.

 A man once told me that if Nigeria legalised guns, I would have been used to promote it, and I was confused. So it's depriving me of so many things," he shared.

The actor added that public perception plays a major role in this bias, noting that performers who consistently take on lawless or villainous characters are often unfairly judged as reflecting those same traits in real life. "People who play these criminal roles are seen as irresponsible people. 

So I've considered those things and avoided some criminal roles and started diversifying to other gentle roles," he said.

Interestingly, Akintunde revealed that his path toward playing tough, criminal characters wasn't something he set out to do. It happened almost by accident, tracing back to the very first role he ever landed on screen. 

"I didn't choose the criminal roles. The first scene I ever acted in, I was a thug in the film. So Sola Aderounmu and my boss said I did it well and told me to pay attention to it. They said it's befitting for me because of my height and my strong face," he recounted.

He went on to explain that this early recognition led to targeted coaching, as his mentors pushed him to refine his craft specifically within that niche. 

"So my boss took me to other places for rehearsal to get better in those criminal roles," he said, adding that a standout performance opposite veteran actor Dele Odule further cemented his reputation. According to Akintunde, Odule was so impressed that he personally reached out to offer words of encouragement.

Over the years, Akintunde has carved out a significant niche within Yoruba-language cinema, becoming a recognizable face for intense, hard-edged roles.

 Beyond acting, he has channeled his experience into mentorship, founding the Shola Akintunde Lagata Theatre Art Academy to groom the next generation of performers.

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