Kazim Adeoti Talks Industry Trends, Becoming a Content Creator, and the Rise of Epic Movies

Kazim Adeoti, Nigerian filmmaker, movie marketer, and husband to actress Mercy Aigbe, recently shared his views on various trending topics in Nollywood at the 4th edition of the Peace Anyiam Osigwe (PAO) Nigeria Digital Content Regulation Conference, held in Lagos on November 14, 2024. The conference, in collaboration with the National Film and Video Censors Board, provided Adeoti a platform to discuss the changing landscape of the film industry.

The Changing Role of Movie Marketers

One of the key points Adeoti touched on was the evolving role of marketers in the Nigerian film industry. According to him, the term “movie marketer” has expanded beyond its traditional scope. Today, every filmmaker, whether a producer, executive producer, or director, is also involved in marketing. He believes that the boundaries between creating, promoting, and distributing films have blurred.

“Technically, everybody is marketing right now. Be you a producer or executive producer, we are all marketers because that word ‘marketing’ is no longer specific to just marketers as it used to be,” Adeoti said. He emphasized that modern filmmakers are involved in all aspects of film promotion, from advertising to social media engagement.

Transitioning to Content Creation

Adeoti’s shift from a traditional marketer to a content creator surprised many. He ventured into creating humorous social media videos, which also served to promote his wife Mercy Aigbe’s movies. He explained that change is constant, and as someone passionate about his work, he adapted to the times to expand his reach.

“In the past, marketing was more physical – handing out souvenirs or distributing calendars. Now, it’s more about digital and social media marketing, reaching a much wider audience,” he said. Adeoti pointed out that successful marketing today involves exciting your audience before presenting the product, making the promotion almost effortless.

Will He Become an Actor?

When asked about a potential acting career, Adeoti admitted that his wife had suggested he pursue acting, given his natural talent. However, while open to the idea, he expressed that he wasn’t currently interested in taking that step.

“Even my wife was talking to me, saying, ‘You have this talent, it’s easy for you to be an actor.’ But I told her, ‘I don’t think that’s something I want to do,’” Adeoti shared. Despite this, he acknowledged that his foray into content creation was essentially a form of acting, as he often plays roles in his promotional videos.

He added, “As a marketer and business-oriented person, if I need to do something to push my brand or appease the audience, I’ll do it.”

Teamwork with Mercy Aigbe

Adeoti also reflected on how working with his second wife, Mercy Aigbe, has influenced his career as a content creator. Both of them share similar professional goals, as he is a producer and marketer, while she is an actress and producer. Their shared vision makes it easier to collaborate effectively.

“We have a lot in common when it comes to our profession. Mercy is also a producer and actress, so it makes it better and sweeter to work together,” he said.

Managing Public Opinion

As a public figure, Adeoti acknowledged the challenges of managing public perceptions, especially given his status in the industry. Instead of focusing on external opinions, he stays focused on his work and believes that staying true to his vision is the best way to navigate the public spotlight.

“You can’t really control a lot of opinions in the public domain, so the best thing is to stay focused and let the results speak for themselves,” he explained.

The Need for More Funding in Yoruba Cinema

Adeoti shared his thoughts on the current state of the Yoruba film industry, noting that while there is no shortage of talent, the industry is still hampered by a lack of funding. He believes that collaboration and financial support are crucial to taking the industry to the next level.

“We have what it takes – great storylines, original content, fantastic actors – but what we lack is funding. Without proper funding, it’s difficult to bring these great ideas to life,” he said.

The Rise of Epic Movies in Yoruba Cinema

Recently, there has been a noticeable increase in the production of epic films within the Yoruba film industry. While many filmmakers have ventured into this genre, Adeoti believes that the industry as a whole is still more focused on contemporary and English-language films. He mentioned that while some filmmakers have excelled in the epic genre, it’s not yet the dominant trend.

“Mercy Aigbe, for example, hasn’t done an epic movie, and she has been doing well in cinemas. There are some producers who are doing epic films and doing well, but it’s still not the majority,” Adeoti observed.

Kazim Adeoti’s candid insights into the evolving Nollywood landscape highlight his adaptability and business acumen. While embracing digital marketing and content creation, he remains focused on growing the film industry, especially by advocating for better funding and more collaboration. His partnership with Mercy Aigbe continues to influence both their professional and personal lives, underscoring the importance of teamwork in the ever-changing entertainment industry.