Clout chasing is destroying the Nigerian movie industry

By Emunotor Efetobore | The Guardian

In recent years, the Nigerian movie industry, popularly known as Nollywood, has experienced a surge in popularity both locally and internationally. With this increased attention, many actors and actresses have turned to social media to gain more exposure and build their personal brands. This has led to an increase in clout chasing within the industry.

Clout chasing is a term used to describe the act of seeking attention, fame, or popularity through various means, often by generating controversy or engaging in attention-grabbing behavior. This can include activities such as posting provocative content on social media, engaging in public feuds with other celebrities, or participating in stunts or challenges that are designed to go viral. While some people may engage in clout chasing as a means of building their personal brand or gaining more followers, others may do so in an attempt to stay relevant in a highly competitive industry, such as the entertainment or fashion industries. However, clout chasing can also have negative consequences, such as damaging one’s reputation or credibility, or leading to legal issues or personal safety concerns.

Clout chasing in the Nigerian movie industry can take many forms. Some actors and actresses may post provocative or controversial content on their social media accounts to gain more followers and attention. Others may engage in public feuds or controversies with other actors or industry professionals to generate buzz and attract more attention.

There have been a number of controversies between actors in Nigeria over the years, but one recent example is the feud between actresses Toyin Abraham and Lizzy Anjorin.

The two actresses have been involved in a public feud for several months, with each of them making a number of accusations and counter-accusations against the other. The feud began when Anjorin accused Abraham of trolling her on social media, and it quickly escalated from there.

Both actresses have accused the other of spreading false rumors and engaging in unethical behavior, and the feud has become a major topic of discussion on social media and in the Nigerian entertainment industry. Some fans have taken sides in the dispute, while others have criticized both actresses for engaging in public drama and for failing to resolve their issues in private.

The feud has highlighted some of the challenges facing actors in Nigeria, including the pressure to maintain a public image and the difficulty of navigating relationships in a highly competitive and often cutthroat industry. While the two actresses have not yet resolved their differences, it’s possible that they will eventually be able to put the feud behind them and move on.

The Destiny Etiko feud is an example of clout chasing in the Nigerian movie industry. In late 2020, Nollywood actress Destiny Etiko posted a photo on her Instagram account of herself posing with a new Toyota Land Cruiser SUV. The photo quickly went viral, with many fans congratulating her on her new car. However, the photo also attracted criticism from some social media users, who accused Etiko of being involved in shady deals to afford such an expensive car.

In response to the criticism, Etiko posted a video on her Instagram account in which she denied any wrongdoing and explained that the car was a gift from a friend. However, the controversy continued to escalate, with many social media users calling for Etiko to reveal the identity of the friend who gave her the car.

The controversy eventually led to a feud between Etiko and fellow Nollywood actress, Ruth Kadiri. Kadiri accused Etiko of clout chasing and using the controversy to gain more attention and followers on social media. Etiko responded by accusing Kadiri of being jealous of her success and trying to bring her down.

The feud between Etiko and Kadiri highlights the growing trend of clout chasing in the Nigerian movie industry. Many actors and actresses are using social media to gain more exposure and build their personal brands, often at the expense of their colleagues. While this may lead to short-term gains in followers and attention, it can also lead to long-term damage to their reputations and relationships within the industry.

Regina Daniels is a popular Nigerian actress who has been accused of engaging in clout chasing in the movie industry. Some fans and critics have argued that she uses social media and other platforms to generate buzz and stay relevant, rather than focusing solely on her acting career.

For example, Daniels has been involved in a number of public controversies over the years, including a rumored romantic relationship with a Nigerian politician who is over 40 years older than her. She has also been criticized for her fashion choices and for engaging in public feuds with other celebrities.

While some fans have defended Daniels and argued that she is simply trying to build her personal brand and stay relevant in a highly competitive industry, others have criticized her behavior as attention-seeking and inauthentic. Many argue that her focus on generating buzz and controversy detracts from her acting talent and undermines her credibility as an artist.

While there may be some potential benefits to clout chasing, such as increased visibility, attention, and social media followers, it is important to consider the potential risks and downsides as well. Additionally, it is important to note that there are other ways to build a successful career in the entertainment industry that do not involve clout chasing or generating controversy. For example, focusing on developing one’s craft, building relationships with industry professionals, and working hard to create high-quality content can all be effective strategies for success.

There are several potential dangers associated with clout chasing, including:
Loss of authenticity: When someone engages in clout chasing, they may be seen as inauthentic or fake, which can damage their reputation and credibility.

Negative public perception: If someone is seen as constantly seeking attention or trying to generate controversy, they may be viewed negatively by the public, which can harm their career prospects.

Legal issues: In some cases, clout chasing can lead to legal issues, such as defamation, harassment, or invasion of privacy. This can result in lawsuits, fines, or other legal consequences.

Personal safety: If someone is constantly seeking attention or generating controversy, they may become a target of harassment or threats, which can put their personal safety at risk.

Damage to mental health: Clout chasing can be a stressful and emotionally draining pursuit, which can lead to anxiety, depression, or other mental health issues over time.

While clout chasing may be tempting for those seeking fame or attention, it is important to consider the potential risks and consequences before engaging in this behavior.

However, it’s important to remember that clout chasing is not the only way to succeed in the Nigerian movie industry. Many actors and actresses have found success by focusing on their craft and building their reputations through hard work and dedication. By delivering strong performances and building relationships with directors, producers, and other industry professionals, actors and actresses can build long-lasting careers in Nollywood.

In conclusion, while clout chasing is a growing trend in the Nigerian movie industry, it’s important to remember that it’s not the only path to success. By focusing on their craft and building their reputations through hard work and dedication, actors and actresses can build successful careers in Nollywood.

Efetobore is a student in the Faculty of Law, Delta State University. She’s also a songwriter/poet, singer and entertainment gist lover.