In every generation of Nollywood, certain names rise to the top. They become familiar faces, magnetic presences that audiences flock to see. Their fan bases grow, their fees climb, and their schedules fill with back-to-back shoots. These are the A-list actors, the supposed guarantors of box-office appeal and digital traffic. But in the YouTube era, their value is being called into question.
The Myth of the Star
For decades, producers leaned on the belief that stars sell films. In cinemas, the system seemed to work. A poster with a popular face could convince audiences to buy tickets. Even in the DVD era, marketers plastered actors’ names on covers to drive sales. But YouTube has changed the terrain.
The platform is algorithm-driven. What matters most is not the actor’s fame but the film’s ability to hold attention and generate repeat engagement. A new, unknown actor can trend overnight if their performance connects with the audience. Meanwhile, some A-listers discover that their “star power” does not always translate into clicks or views.
The Inflation of Ego
Yet, despite this reality, fees continue to soar. A-list actors now charge staggering sums, demanding half a million naira or more per day. They compare themselves to crew members, who are paid daily, but the comparison falls flat. Crew members work nonstop from morning until night, often without breaks. Their pay reflects relentless hours and technical expertise. Actors, by contrast, may film just a few scenes in a day, with long intervals of rest.
The deeper issue is not just the money but the attitude that follows. Too many actors now treat promotion as optional, even though it is critical to the film’s success. They take their fee, perform their scenes, and disappear. When asked to repost a poster or record a short video, excuses multiply: I am on set, I will call you back, I don’t have time today. Weeks pass, and the film suffers.
The Burden on Producers
Producers feel trapped. They pay millions for actors who refuse to act as partners in success. The result is one-sided: the actor benefits immediately, while the producer carries all the risk. If the film fails, it is the producer who bears the loss. If the film succeeds, the actor reaps added fame without having lifted a finger to promote it.
This imbalance has sparked frustration across the industry. Some producers now speak openly of betrayal. They feel cheated, not only by the high fees but also by the lack of professional commitment that should accompany those fees.
The Cracks in the Throne
What A-list actors often forget is that YouTube is reshaping Nollywood’s hierarchy. The platform rewards consistency, relatability, and authenticity—qualities that rising actors bring in abundance. Many newcomers are eager to build reputations, and they do so by embracing both performance and promotion. They engage with fans online, share behind-the-scenes content, and amplify their projects without complaint.
Audiences notice this energy. They begin to form new loyalties, shifting attention from established stars to the fresh faces who meet them halfway. In time, the monopoly of A-list actors may erode. YouTube could become the birthplace of a new kind of celebrity—one built not on ego but on collaboration and digital presence.
The Question of Value
At its heart, the debate over A-list actors boils down to value. Are they worth what they demand? If their names no longer guarantee returns, if they refuse to promote films, if they drain budgets without sharing risk, then perhaps the answer is no.
The YouTube revolution has already unsettled old patterns. Now it challenges the very notion of what it means to be a star. Fame alone may no longer be enough. In this new era, value will be measured not by ego but by impact, not by fees but by results.
Written by Adesina Kasali (MedullarConcept)
