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.
Tracee Dunblazier
October 7, 2025 AT 14:08While it’s great to see a familiar face get a desk, we shouldn’t forget that governance demands more than name recognition. A celebrity’s popularity doesn’t automatically translate into effective public‑service delivery, especially when budget allocations and bureaucratic hurdles are involved. I hope the administration pairs her enthusiasm with seasoned advisors, otherwise this could end up being just another token appointment.
Edward Garza
October 8, 2025 AT 06:48Another celebrity parachuted into politics-big surprise.
Allen Rodi
October 8, 2025 AT 23:28I think this could be a real boost for local artists, especially if the proposed mentorship scheme gets funded and the creative industries fund is actually disbursed. Collaboration between the state and grassroots talent will be key.
Jody Webster
October 9, 2025 AT 16:08Wow!!! This is sooo exciting.... But also, dont forget the bureaucrats!!! They tend to slow everything down, so keep an eye on the paperwork.
Steve Goodger
October 10, 2025 AT 08:48The appointment of Laide Bakare marks a historic convergence of art and public policy that deserves careful celebration.
As an inclusive mentor, I have often observed that when creative practitioners assume governmental roles, they bring a fresh perspective to bureaucratic processes.
First, her deep understanding of the Yoruba film industry equips her to identify the specific needs of local filmmakers.
Second, her extensive network, both within Nigeria and across the diaspora, can be leveraged to attract foreign investment.
Third, the proposed $5 million Creative Industries Fund, if managed transparently, could provide much‑needed seed capital for emerging talent.
Moreover, the tax rebate for productions shot at historic sites aligns fiscal incentives with cultural preservation.
The partnership with streaming services also promises to showcase Osun's heritage to a global audience.
From a mentorship standpoint, the rollout of a pilot program for script‑writing and digital marketing will empower youths with market‑ready skills.
It is essential, however, that the bureaucracy surrounding budget allocations be streamlined to avoid bottlenecks.
The success of this initiative will also hinge on a clear performance metrics framework that tracks tourism impact.
Community engagement, through local artist collectives, will ensure that policies remain grounded in real‑world challenges.
The refurbishment of the Osogbo Arts Centre, slated for the coming months, should serve as a tangible demonstration of commitment.
I am optimistic that the upcoming ‘Hollywood‑meets‑Yoruba’ summit will foster cross‑border collaborations.
In summary, the alignment of policy, funding, and talent development presents a rare opportunity for Osun to become a cultural hub.
I look forward to monitoring the implementation and offering my mentorship wherever it may be needed.
johnson ndiritu
October 11, 2025 AT 01:28Great, another star in the government – because that’s always a flawless recipe for progress 😒🚀. Let’s hope she can actually move mountains, not just sit on a fancy chair. 🙄
sheri macbeth
October 11, 2025 AT 18:08Sure, because every time a celebrity gets a government gig, the economy skyrockets-right? It’s almost as if the universe is conspiring to turn fame into fiscal policy. I’m sure the “Hollywood‑meets‑Yoruba” summit will be a secret meeting of alien overlords planning the next cultural takeover.
Lane Herron
October 12, 2025 AT 10:48Ah, the classic trope of celebrity‑politics: an infusion of glamour into the gray corridors of statecraft. While the rhetoric is flamboyant, the substantive policy architecture often remains a collage of buzzwords and performative gestures. One must question whether the proposed tax rebates will survive the inevitable fiscal scrutiny or simply evaporate amid bureaucratic inertia.
Henry Cohen
October 13, 2025 AT 03:28Honestly, everyone loves to hype up this “new dawn” but forgets the real numbers. The 12% dip in tourism last year wasn’t a fluke-it’s a systemic issue. Without clear KPIs and a transparent budget line, we’ll just see another headline without any impact. Also, the so‑called $5 million fund sounds great on paper but where’s the accountability?
Mark Langdon
October 13, 2025 AT 20:08Those concerns are valid, but let’s not dismiss the potential for positive change outright. A strong, data‑driven approach combined with assertive leadership can turn those funds into real outcomes. I’ve seen similar models work in other provinces when there’s genuine political will.
Ciara Russell-Baker
October 14, 2025 AT 12:48Idk wat all this hype is about, but it looks like another celeb pplacing on a gov role. not sure if they can actually help w/ the real issues.
Aaron Samarita
October 15, 2025 AT 05:28Totally agree-just another star trying to look important. We’ve seen this pattern a million times; it never leads to sustained development.
Daisy Pimentel
October 15, 2025 AT 22:08From an ethical standpoint, we must consider the moral implications of granting political power based on fame rather than merit. The public trust is at stake, and we should uphold principles of justice and equity when appointing officials. Celebrity influence should not eclipse accountability.
Ellen Ross
October 16, 2025 AT 14:48While the moral argument is sound, we must also recognize the philosophical dimension of cultural stewardship. By situating a seasoned artist at the helm, the state acknowledges the epistemic value of lived creative experience. This could pave the way for a more holistic governance model that integrates aesthetic sensibility with policy design.
Fabian Rademacher
October 17, 2025 AT 07:28Let’s be real: there’s always a hidden agenda. Appointing a popular figure is a classic distraction technique to keep the public from probing deeper into fiscal mismanagement. Keep your eyes open; the real power moves silently behind the scenes.
Terrell Mack
October 18, 2025 AT 00:08Hope you’re not taking that too far. While skepticism is healthy, it’s also good to give new initiatives a chance to prove themselves. Constructive support can help steer the project toward real results.
Dawn Waller
October 18, 2025 AT 16:48Oh, absolutely!!! Nothing says “transparent governance” like a celebrity wearing a sash while making policy decisions… #sarcasm ;)
Grace Melville
October 19, 2025 AT 09:28Thanks for the insight! 😊 I think the mentorship program could really help upcoming talent.
Ashlynn Barbery
October 20, 2025 AT 02:08In conclusion, the integration of artistic expertise into governmental structures presents a promising avenue for cultural and economic development. It is essential, however, that such appointments be accompanied by rigorous accountability mechanisms, clear performance indicators, and sustained funding commitments. I remain optimistic that Ms. Bakare’s tenure will be marked by tangible outcomes that benefit both the creative community and the broader populace of Osun.