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Actor Jidekene believes that awards should not be the primary source of incentive for creatives.

In response, Jidekene Achufusi expressed his belief that awards should not be the sole motivation for creatives. While being recognized and rewarded for one’s work is certainly a great feeling, it should not be the only driving force behind one’s creative endeavors. Instead, the process of creating and sharing one’s art should be the main source of motivation. He also acknowledged that the AMVCA is just one awards show and there are many other opportunities for recognition and success in the industry.


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Jidekene replied, “Well, experience teaches you that every time 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. However, it is important to consider the potential biases and agendas of those making the selections, and to critically analyze the impact of their choices on the industry and society as a whole. Additionally, it is crucial to recognize and honor the contributions of both new and veteran artists, rather than pitting one against the other in a constant cycle of generational shifts.”

“So, my advice would be, it is a win-win situation for everyone involved. Whether your motivation is recognition or personal growth, it should not be limited to just winning awards. At the end of the day, if you are producing quality films or receiving better roles than before, you are succeeding. And our ultimate goal is to contribute to the growth of the Nigerian film industry, not just focusing on individual achievements.”

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