Kanayo O. Kanayo: YouTube Helped Nollywood Actors Break Free from Marketers’ Grip

Veteran Nollywood actor Kanayo O. Kanayo has revealed that the rise of YouTube and other online platforms helped actors in Nollywood escape years of domination and control by powerful movie marketers.

Speaking on The Honest Bunch podcast, Kanayo recounted a time when marketers, who often doubled as executive producers, had enormous influence over actors’ careers. He said these figures routinely suspended between 10 and 12 actors in a single year, often without allowing them a chance to defend themselves.

“The reasons for punishment were usually unclear, described as ‘unholy conduct’ or other vague charges,” Kanayo said.
“Actors who tried to take on marketing themselves had to pay a fine of ₦500,000 — a huge sum at a time when the total budget for a film was around ₦800,000.”

He explained that these restrictions trapped actors both financially and creatively, limiting their ability to grow their careers independently.

The breakthrough, according to Kanayo, came with the emergence of YouTube and other digital platforms, which allowed actors to reach audiences directly and bypass the tight control of traditional marketers.

“These platforms opened new opportunities for actors to promote themselves and create content without being beholden to marketers,” he added.

Opinion: Digital Platforms as a Game-Changer for Nollywood

Kanayo O. Kanayo’s testimony shines a light on a previously hidden struggle within Nollywood — one where actors had talent but lacked freedom. The dominance of marketers not only stifled creativity but also created an environment where careers could be derailed over vague accusations.

The arrival of YouTube and online streaming services was transformative. Actors could now showcase their work to millions without needing approval or facing fines from traditional power brokers. In many ways, these platforms democratized Nollywood, allowing talent to speak directly to fans and bypass the gatekeepers who once held the industry in a stranglehold.

Today, Nollywood is more vibrant, diverse, and accessible, and Kanayo’s reflections remind us that technology doesn’t just entertain — it can empower creators and challenge entrenched systems. The lesson is clear: where traditional control dominates, innovation and new platforms can create freedom, opportunity, and growth.