Award-winning Nollywood filmmaker Funke Akindele has opened up about how financial challenges pushed her to creatively promote her films, revealing that she resorted to dancing as a marketing strategy when funds were tight.
She shared this while receiving several awards from the National Film and Video Censors Board (NFVCB) at its South West Zonal Office in Ikoyi, Lagos, on Friday.
During her speech, the actress reflected on the determination and innovation that shaped the production and promotion of her hit movie Battle on Buka Streets.
Recounting her experience, she said: “So when I did Battle on Buka Streets, and I produced it. I didn’t have the marketing money. I was, I didn’t have money on me. And I had to push it. So I just created this backdrop in my sitting room. And I put camera there and a speaker. I just create crazy things. Because I didn’t have money to market. I couldn’t do billboards. I didn’t have money for anything. I just kept pushing. This is one advice I have to give to creators of the building. Keep creating and own it. Don’t wait for it to have the perfect views, the numbers you’re waiting for. You just keep churning it out because people are hungry for content. But while doing it, don’t be desperate. Just do the right thing. What you see years after, you’ll be proud of.”
Beyond discussing marketing challenges, the filmmaker also spoke about her deep commitment to her craft and the discipline that keeps her going.
“For me, I will just continue being me. I’ll keep working hard. I love to work. I love hard work. People ask, how do you do it? Everything is around my work. My house, there is a studio there. It’s all about working, staying consistent, staying true to yourself, true to your work and your craft. I learn from competitors. Oh yes, I study my competitors. I look for mentors out there globally, internationally, I learn from them. Whatever I learn there, I still remember my brand. I still remember my own brand. I stay true to my craft. Originality is very important. And I’m someone that practices blue ocean marketing. Yes. So I love to do things out of the box, away from the norm.”
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Akindele further highlighted the importance of collaboration and lifting others within the industry, stressing that success should not be a solo journey.
“You know your strength. Find another person that their whole weaknesses are strength. Collaborate, work together. There’s no senior in this thing. So it’s all about hard work, dedication, prayer for me, and I will not stop. Then you need to keep up. You need to pull people up. What’s happening to all our colleagues that have been working? Let’s try to help because you see people, they are sad, they are unhappy, and they’re still doing other things. What are you doing to help them out of the mood? You say this one is bitter. She’s jealous of me. When you are there, pull people up. Do your own part and let God bless you.”
She also commended NFVCB Executive Director Shaibu Husseini for reforms and improvements at the board.
“So thank you so much, Uncle Shaibu. You came into the National Film Video Censors Board and I can see the changes. The changes, the positivity. Everything that you’re helping people with, you’re not victimising. You’re growing, growing the platform, the board. You’re helping Nollywood. You’re correcting us lovingly. You’re supporting us, patting us at the back.”
On a more personal note, the actress described dancing as part of her personality and a coping mechanism during difficult times.
“I love to dance naturally. I’m always dancing. I’m happy. I don’t like sadness. I always tell myself that God please, don’t let me be sad. Even when my mom passed on, it was very difficult for me to mourn. It was last year I mourned. When it happened, I was trying to get out of it. I’m that kind of person. And I love to dance.”
