When Laide Bakare, a veteran of Yoruba‑language Nollywood, received her official appointment letter on February 23, 2024, the clip instantly went viral across Instagram and Twitter. The document, signed by Governor Ademola Adeleke of Osun State, names her Senior Special Assistant on Entertainment, Art, Culture, and Tourism – a role that could reshape the state's creative sector. The move marks, Bakare says, “the beginning of my political career,” turning a familiar screen face into a public‑service figure.
Background: Nollywood Meets Governance
Osun has long prided itself on rich cultural festivals – the annual Osun‑Osogbo celebration, for example, draws tourists from around the globe. Yet, until recently, the state’s cabinet lacked a dedicated portfolio for the entertainment industry. Across Nigeria, a wave of appointments – from musicians in Lagos to film producers in Kano – signals a new playbook: bring creative talent into the corridors of power.
Bakare, whose breakout role in the 2012 drama "Ayé Mi" earned her a Best Actress nomination at the Yoruba Movie Awards, has starred in over 30 titles. Her fan base spans the diaspora, especially in the UK and the US, where Yoruba films have carved a niche on streaming platforms. That reach is precisely what Governor Adeleke’s administration hopes to leverage.
Details of the Appointment
The appointment was formalised during a brief ceremony at the Osun State Government secretariat. The appointment ceremonyOsogbo lasted just under ten minutes, but the moment the seal was placed on her letter, the room erupted in claps and an audible hum of cameras.
In a Facebook post uploaded later that afternoon, Bakare wrote: "To my new boss, Governor Ademola Adeleke Imole Osun, thank you so much for the trust and opportunity to serve. I promise to deliver my best. So help me God. The entire good people of Osun and Nigeria at large. It's actually a new dawn for me starting my political career from here." The post has amassed over 40,000 reactions and sparked a flurry of memes referencing her famous movie lines.
Reactions from Industry and Civil Society
Fans were quick to congratulate the actress, many tweeting #CongratsLaide with clips from her most iconic scenes. Yet, some cultural commentators urged caution. Dr. Adaeze Nwankwo, a professor of African Media Studies at the University of Ibadan, said, "Having a practitioner in a policy role can bridge the gap between regulation and reality, but she will need seasoned bureaucratic support to navigate budget allocations and inter‑agency coordination."
Local artist groups, such as the Osun Creative Collective, issued a joint statement welcoming Bakare and pledging to collaborate on a state‑wide talent incubator. "We see this as an invitation to move from ad‑hoc festivals to sustained investment," the statement read.
Implications for Osun’s Creative Economy
Osun’s tourism board reported a 12% dip in visitor numbers in 2023, partly attributed to limited promotion of cultural assets. Analysts predict that Bakare’s appointment could reverse that trend. By aligning movie production incentives with tourism campaigns, the state could attract both domestic and foreign investment.
- Potential creation of a $5 million Creative Industries Fund.
- Introduction of a tax rebate for films shot in historic sites like the Osun‑Osogbo Sacred Grove.
- Partnerships with streaming services to showcase Osun‑based content internationally.
On the ground, a pilot program to train local youths in script‑writing and digital marketing is already being drafted, with Bakare slated to oversee its rollout.
What Comes Next?
Within the next 30 days, Bakare is expected to present a strategic plan to the governor’s cabinet, outlining short‑term goals such as the refurbishment of the Osogbo Arts Centre and a flagship music festival aimed at attracting 50,000 attendees.
She has also hinted at a “Hollywood‑meets‑Yoruba” summit later this year, inviting Nigerian diaspora filmmakers to discuss co‑production opportunities. If those talks materialise, Osun could become a hub for cross‑border storytelling, much like Ghana’s burgeoning film hub.
Frequently Asked Questions
How will Laide Bakare’s appointment affect local artists?
Bakare plans to launch a mentorship scheme that pairs emerging Yoruba filmmakers with established producers. The initiative, backed by a proposed $2 million grant, aims to provide equipment, training, and distribution channels, giving grassroots talent a clearer pathway to national and international markets.
What are the governor’s expectations for the new role?
Governor Adeleke envisions the SSA position as a catalyst for economic diversification. He expects Bakare to boost tourism revenue by at least 8% within the next two years through cultural festivals, film tourism, and strategic branding of Osun’s artistic heritage.
Is this the first time a Nollywood star has entered politics?
While several entertainers have held advisory posts, Bakare’s appointment is the first senior special assistant role dedicated to a full portfolio of entertainment, art, culture, and tourism at the state level. It follows a broader national trend of celebrities moving into formal governance positions.
What challenges might Bakare face in her new job?
Navigating bureaucratic processes, securing budget allocations, and balancing artistic freedom with policy constraints are likely hurdles. Critics also caution that celebrity appointments can be symbolic if not backed by substantive authority.
When will the public see concrete results?
A detailed action plan is slated for release by the end of March 2024, with the first major cultural event – a revamped Osogbo Arts Festival – scheduled for July 2024. Early indicators will include increased festival attendance and new film production permits.
Brandon Rosso
October 6, 2025 AT 21:28Congratulations to Ms. Bakare on her appointment as Senior Special Assistant on Entertainment, Art, Culture, and Tourism. This strategic move heralds a transformative era for Osun's creative economy, and I am confident that her extensive experience in Yoruba‑language cinema will bring a fresh, professional perspective to the state's cultural policies. The integration of artistic insight with governmental authority is precisely the kind of innovative governance we need. I look forward to seeing concrete initiatives that will benefit both local artists and the broader tourism sector.