Veteran Nollywood actor Kanayo O. Kanayo has raised alarm over what he described as a disturbing trend in the Nigerian film industry, prioritising “selling faces” and appearances over genuine acting talent, especially in YouTube-based productions.
Kanayo, born Anayo Modestus Onyekwere, is widely regarded as one of Nollywood’s most influential pioneers, famed for his groundbreaking role in the 1992 classic Living in Bondage. With over three decades of acting experience, he has become both a symbol of the industry’s golden era and a vocal advocate for its credibility and growth.
In a video message shared on his Instagram page on Monday, the veteran actor revealed his decision to shift focus toward discovering and promoting talented but lesser-known actors.
“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,” he declared.
Kanayo recalled similar challenges from Nollywood’s early years when sponsors and promoters allegedly sidelined capable actors they deemed “not commercially attractive.” According to him, that practice killed several promising careers.
“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,” he said, noting that the same mindset is re-emerging in the digital age.
He lamented that the rise of so-called “YouTube faces” risks stifling creativity and discouraging fresh talents from joining the industry.
“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 warned.
Kanayo criticised the reliance on a handful of popular names dominating streaming platforms, stressing that it limits storytelling and hinders sustainability.
“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,” he emphasised.
Reaffirming his commitment to inclusivity, Kanayo invited emerging actors to collaborate with him on his platform, Kanayo O. Kanayo TV, on YouTube.
“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.
Despite his frustration with the trend, Kanayo expressed optimism that the industry will correct itself.
“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,” he concluded.
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