Veteran Nollywood actor Kanayo O. Kanayo has raised concerns over what he described as a growing trend of prioritising “selling faces” over real acting talent in the Nigerian film industry, especially on YouTube-based productions.
Kanayo, born Anayo Modestus Onyekwere, is one of Nigerian’s most respected pioneers, best known for his groundbreaking role in the 1992 classic Living in Bondage.
With a career spanning over 30 years, he has become a symbol of the industry’s golden era and remains a vocal advocate for its growth.
In a video message shared on his Instagram, the actor declared his decision to focus on discovering and working with talented but lesser-known actors. “I have decided to take my destiny in my own hands as it pertains to my platform on YouTube,” he said.
“Movie making is not about having a fine face, it’s about being a good actor, a good performer. So, with or without a fine face, that’s what I’ve decided to do. If you don’t like it, well, that’s quite unfortunate.”
Kanayo O. Kanayo
He warned against a recurring practice that dates back to the early days of Nollywood, where sponsors and promoters allegedly blacklisted talented actors simply because they were not deemed commercially attractive.
“There was an incident many years ago when we were trying to bring up this Nollywood business, about 25 years ago. Some sponsors woke up and started branding actors: ‘this one is not a good one, this one does not sell films.’ They killed the careers of those guys. I can mention names, but for the sanctity of this broadcast, I won’t.”
Kanayo O. Kanayo
Kanayo expressed concern that this same mindset is resurfacing on modern platforms, “Such a thing is beginning to rear its ugly head again. The acclaimed YouTube faces are beginning to bring up the same thing, killing talents in the industry,” he lamented.
He criticised the fixation on a few ‘popular faces’ that claim to dominate the streaming space, warning that it stifles creativity and discourages new actors from entering the field.
“Some of these guys will tell you they are not free from September 2025 till August 2026.’ How then do we sustain the content you watch? How do we create magic? How do we encourage new actors to come into the business? I don’t want any producer to call me for a job because I’m a selling face on any platform. Call me because I can deliver.”
Kanayo O. Kanayo
Kanayo reaffirmed his commitment to creating opportunities for emerging talents and called on industry players to embrace inclusivity over popularity. “If you’re a new face, come on, let’s do magic on Kanayo O. Kanayo TV on YouTube. Let’s create stories with people who can deliver, who can act,” he urged.
Concluding his message, he expressed both frustration and optimism, “I don’t know why when things come to Nigeria, there’s always a somersault, and this somersault is happening now on YouTube. But I want to employ my life’s philosophy to say: this too shall pass.”
A Call To Action
Acting is more than visuals—it’s storytelling, emotion, training, and nuance. Undermining that base undercuts Nollywood’s soul.
Meanwhile, Nollywood has been a reflection of Nigerian narratives, culture, and language. A focus on sensationalism risks eroding this authenticity.
Nollywood’s ascent into a global entertainment powerhouse has been remarkable. Yet, the growing fixation on looks, followers, and sensationalism signals a cultural crossroads.
Voices like Kanayo O. Kanayo, Wale Ojo, Emeka Ike, and others are rallying for a return to the artistry, discipline, and authenticity that built Nollywood’s foundation.
Kanayo’s critique offers more than nostalgia—it is a call to arms for Nollywood to resist the lure of image-driven trends and reaffirm its strength in performance, storytelling, and professional integrity.
The industry’s next chapter depends on whether it can elevate substance over style, enduring artistry over fleeting applause.
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