“Awards shouldn’t be the only motivation for creatives” – Actor Jidekene Achufusi


Nollywood actor, Jidekene Achufusi has stated that those working in the comedy, music, and film industries should be motivated by more than just winning awards.

In response to being passed over by the African Magic Viewers Choice Awards (AMVCA) organisers, the “Living In Bondage” actor made this comment in a recent interview with Arise TV.

The host asked; “What do you think about the nominations for AMVCA? Were you a bit upset about the snub?”

Jidekene expressed his belief that the organizers of award ceremonies typically have ulterior motives for their selections, which may not be readily understood by creatives or fans.

He said; “Well, experience teaches you that everytime there is always going to be a generational shift. Sometimes, the people who do these awards have targets. It could be, ‘Let’s make sure we bring on new people or let’s make sure the veterans know that we see them.’ It could also be, ‘Last year we went that way, this year let’s go this way.’

I don’t know what they think about when they make the selections that they make. But I do believe that collectively, there would always be news about whatever selections that they made.

So my advice would be, it is a win win for everybody. Whatever your motivations are, it shouldn’t be limited to awards because at the end of the day, if you made good films or you are getting better roles than you did last year, you are winning. And our real focus is to feed the Nigerian film market. Not necessarily about who is where or who is not where.”


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