Nollywood actress Imade Osawaru has raised concerns over the growing obsession with social media fame in the film industry, warning that the trend is stifling creativity.
“The number one challenge is that follower count now seems more important than raw talent,” she said. “It’s frustrating when your years of hard work, training, and experience are ignored just because you don’t have millions of followers. Social media should be a tool, not the yardstick for measuring creativity. Sadly, this trend is killing originality, because many young actors now chase clout instead of honing their craft.”
Osawaru, who has built a reputation for strong character portrayals, also pushed back against actor Jim Iyke’s claim that single mothers cannot raise proper men. According to her, what truly defines a good man is not family structure but values.
“Proper men are not made by the number of parents in a home, but by the values they are raised with. I’ve seen single mothers raise kings, leaders, and visionaries. To say otherwise is to undermine the strength and resilience of countless women who are doing the work of two. A good man is raised by love, not just a ‘perfect’ family structure,” she explained.
On the subject of love, the actress added that romance in Nigeria is often expressed in practical ways rather than through dramatic gestures. “Nigerian men can be romantic, but romance here is often more practical than dramatic—less candlelit dinners, more showing up when it matters,” she observed.
An actress, producer, and director, Imade Osawaru has made her mark in the entertainment industry. She has done very well in a profession that men had hitherto dominated. The saying that what a man can do, a woman can do even better aptly fits Osawaru. The ever-smiling big, bold, and gorgeous graduate of Public Administration from the University of Benin (UNIBEN,) and international chef, speaks with SAM ANOKAM on her career, and project, among other interesting matters.
How did it begin with you as an actress?
I started acting at a tender age, but because of my strict Christian background, they wouldn’t want me to have anything to do with acting back then. I had to stop to pursue my educational career and even left the country for Italy to be an international chef. Now my family is very supportive of my career because they have come to the understanding and realization that this is what I want. I joined the industry officially in 2016 and became a member of the Actors Guild of Nigeria (AGN) in 2019. I am currently contesting for the post of Assistant Secretary, in the Lagos Chapter. I want to see how I can give more to the industry and move the guild forward.
How does your being a chef relevant in Nollywood?
When I started producing, I was the one handling the welfare. Then, I don’t give myself tough roles because I would want my cast and crew to eat well. But now I give it to other people to handle and also to make some money. I have a cooking show on television called ‘Imade’s Kitchen’. I am planning to make it bigger. I take orders but not from everybody. When I take an order, I plan towards it so as not to conflict with my time on set. Cooking is not full time though.
How many movies have you produced so far?
To my name, I have produced Fatal Attraction, Indecisiveness, Herbs of Life, Fear, Older the Wine, The General (series), among others. I have always featured in my movies even if it is one or two roles. I have also featured in many other movies like King of Kings (Series) by Divine Touch Production, Last Affair, The Gateman, Slay Queens, Sweet Mama’s House, 30 and Single, The Pattern, The Queen of Queens, and many more.
How did you transmute from an actress to a producer?
When I started, I began as an actor. If you are working for some people, they would want to stereotype you for certain roles. All the roles they were giving me were seductive roles, a girl trying to snatch somebody’s boyfriend or husband. In that role, I must be romantically attracted to people. I thought to myself that if I continued like this, I would only be getting this kind of role which I don’t want because I can play other roles even better. That was my motivation to go into producing my movies. That was how I started producing so that I could give myself challenging roles. And since I started producing and because they saw what I could do, they started giving me other roles. Now I can play the role of a mother, sister, wife, and so on.
Which role can you not play?
I think I have played enough roles except that of a mad woman or dead person. I cannot play the role of lying inside a casket. It is scary.
How has the experience been as a producer and a woman for that matter?
It has been of different feelings because many producers would not want to call you for jobs because they will say she is already a producer, let her produce her job and act in it. That has affected me a lot. And some would say, how much can we pay her that would be enough as a producer? It has affected me in that part as well. However, the producing part has benefitted me more than the acting part. The acting part has adversely affected me relationship-wise. Anybody I was with before I started producing would have one complaint or the other with my role. You will hear, I watched a movie and you kissed in that movie, you were romancing in that movie and all that. It has been an issue. But in my movies, they would say give yourself a role where you will not kiss.
Is it that men are intimidated by your career not to approach you?
Many men are intimidated. Some Nigerian men are intimidated. When it comes to career women, some Nigerian men have issues with it.
When she is doing things for herself is a threat to them. But it is not really like that. I would say most of us who are career-driven are romantic, and respectful because we know what it takes to make money. We know how it is. They just think we want to be rubbing shoulders with them or dragging space with them.
What is your kind of man?
I just want a good kind-hearted man; caring but also God-fearing. Any religion you are in does not matter to me. Just believe that God exists. You don’t have to be rich but comfortable enough to take care of your family.
You have a fascinating fashion sense, what does fashion mean to you?
I just want to look good and smart. People think that we on the big side have certain ways that we should be dressing. No. My dress depends on my mood. I can look sexy and I look sexy for myself. If I want to look churchy, I will look that way, same thing goes for corporate, classy. I just love looking cool.
What part of your body do you cherish the most?
I cherish my eyes the most because, without it, this world is nothing to me.
What is the best compliment you have received?
You are beautiful and you are busty. But the busty part is getting irritating and too much. You hear people tell you to show it more. I don’t have to show it more because it will show regardless of whatever I wear. When you compliment me and you want to switch it into flirting, it becomes annoying.
What project do you have at the moment?
The project I have now is on hold for now. I earlier said that I am contesting for a post in the AGN Lagos Chapter. I am trying to work on my campaign and the rest. My focus is on that at the moment but immediately after the election, I will kick off my project. I and my management, J World Entertainment are working on a big project. It is a Netflix project. It is coming soon.
How much can a producer spend to produce a good movie?
For YouTube or DSTV standard, for you to make back your money in peace, N5m to me is enough. But for the cinema, the least you can spend is N15m.
How do you relax?
Just be on my bed pressing my phone. I also love going to the beach. I also love to travel. I don’t smoke but I drink socially.
Where do we hope to see you in the next 10 years?
I want to be one of the biggest producers in Nollywood.
The ever-smiling Imade Osawaru has explained that she can not take on the role of a dead or mad woman in a film.
In a chat with The Nation, Osawaru said the two roles are what scares her despite her soothing career.
“I think I have played enough roles except that of a mad woman or dead person. I cannot play the role of lying inside a casket. It is scary,” she said.
The graduate of Public Administration from the University of Benin and an accomplished international chef said she decided to take on the role of a producer after she found herself being stereotyped.
“When I started off, I began as an actor. If you are working for some people, they would want to stereotype you for some certain roles. All the roles they were giving me were seductive roles, a girl trying to snatch someone’s boyfriend or husband. In that role, I must be romantically attracted to people. I thought to myself that if I continue like this, I will only be getting this kind of role which I don’t want because I can play other roles even better. That was my motivation to go into producing my own movies. That was how I started producing so that I can give myself challenging roles. And since I started producing and because they saw what I can do, they started giving me other roles. Now I can play the role of a mother, sister, wife and so on.”
