LAGOS, Nigeria(VOICE OF NAIJA)- Nollywood filmmaker Funke Akindele has revealed that her famous dance videos used to promote movies were not originally a publicity stunt but a creative solution she developed when she lacked funds for traditional marketing campaigns.
The box office star shared that dancing became part of her movie promotion journey after she faced difficulties raising funds for publicity following the production of her 2022 film, Battle on Buka Street.
Akindele said she had exhausted much of her resources after filming and could not afford a conventional public relations and marketing campaign.
Determined to promote the project despite the challenge, she decided to create her own content from home.
She explained that she set up a backdrop in her sitting room, arranged a camera with the help of her cinematographer and brother, and began making dance videos using the film’s soundtrack.
“If you look at me, I love to dance. It’s my thing. I’m just a happy girl. Oh yes, I got the dancing from my mom. I love to be happy,” she said.
The actress stated that the simple idea gradually connected with audiences, as people began enjoying her joyful personality and sharing the content online.
“So I remember when I did Battle on Buka Street, I was very broke. After the shoots, I was very broke. I was going through a lot that period of my life. But I still wanted to do that movie. 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… We started dancing to the soundtrack. So, we kept posting, posting, and posting,” she explained.
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Akindele noted that the public’s positive reaction eventually influenced how she approached promoting future projects, adding that her dancing became associated with her brand.
Her comments come months after filmmaker Kunle Afolayan criticized the practice of dancing to promote films, mentioning Akindele and actress Toyin Abraham as examples of filmmakers who use the approach.
However, Akindele maintained that dancing is not a forced publicity strategy but simply an extension of her personality.
The actress also revealed that staying relevant in Nollywood requires humility and a willingness to learn from younger creatives.
She revealed that she continues to work with new writers and professionals because she does not believe she has all the answers.
“I don’t believe I know it all. I keep reaching out to a lot of professionals in the film industry to work with them,” she noted.
She added that filmmakers should develop promotional methods that suit their own personalities rather than copying others.
“If you now 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,” she added.
