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Talent manager and media entrepreneur Toyosi Etim-Effiong has called for a more structured approach to compensating Nollywood actors, urging industry professionals to negotiate agreements that allow performers to benefit from the financial success of films beyond their initial payments.
Toyosi Etim-Effiong made the recommendation while speaking at Moonshot 2026, held in Lagos on Thursday. She participated in a discussion titled ‘Africa’s creative economy: The numbers and the next bet’, which examined business opportunities and challenges within the continent’s creative sector.
The founder and Chief Executive Officer of That Good Media argued that actors should not be limited to the fees they receive before or during film production.
She believes professional talent managers can negotiate additional payments tied to a movie’s commercial performance.
Under such arrangements, performers could receive an agreed percentage or payment when a film generates substantial revenue, creating another source of income for actors whose work contributes to successful productions.
Toyosi Etim-Effiong acknowledged that such agreements were not yet widespread in Nollywood, although a few industry professionals had begun adopting the practice.
She said the goal should be to make profit-sharing arrangements a more regular feature of the Nigerian film business.
To illustrate what the industry could achieve, she pointed to developments in Nigerian music, where royalty structures have created opportunities for artistes to continue earning from their creative works.
According to her, the music industry did not always provide such opportunities. Its progress came through the efforts of professionals who worked towards establishing systems that enabled musicians to receive royalties under recognised arrangements.
She believes Nollywood can follow a similar path by developing structures that ensure actors receive financial benefits when their films perform successfully.
Beyond the issue of royalties, Toyosi Etim-Effiong identified the shortage of properly trained talent managers as another major weakness in Nigeria's creative economy.
She observed that considerable attention had been directed towards developing performers and technical professionals, including actors, singers, cinematographers and videographers.
However, she said there was insufficient investment in training people who could turn creative abilities into sustainable business opportunities.
As founder of TGM Academy, which focuses on training talent managers, she emphasised the importance of building a professional management system for people working across the entertainment industry.
She explained that effective managers should help creatives secure opportunities, negotiate favourable agreements and develop careers capable of generating consistent income.
Toyosi Etim-Effiong also advised talent managers to be mindful of the number of clients they represent. While noting that one manager could work with both actors and musicians, she recommended handling no more than three talents, depending on the demands of their respective careers.
She likened talent management to running a start-up business, explaining that every client requires commitment, planning and proper attention.
Moonshot 2026, organised by TechCabal, brought together participants from the technology, business and creative sectors to examine investment, innovation and emerging opportunities across Africa.
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