When people leave creative careers, the easier assumption is that they have lost interest in the work. The reality is usually more complicated. Ask many creatives, and they will tell you that the decision has little to do with passion and more to do with whether that passion can sustain a career.
That was the experience Nollywood actor Deyemi Okanlawon recently reflected on while speaking on the CreativiTea podcast. Looking back on 2019, he revealed that he temporarily stepped away from acting after becoming frustrated with both the quality of the work available to him and the financial rewards attached to it.
“I quit acting in 2019. I quit because the pay was nonsense,” he said. “The work was nonsense. And I just felt like I didn’t leave 9–5 work to come and do mediocre work.”
“It was difficult to wake up in the morning and go to work,” he continued. “And what is the point of being passionate about something and then not being fulfilled by it? So I quit and then went back to 9–5 work.”
His comments have generated headlines because of the bluntness of his language. Yet the more important story lies beneath the quote. Okanlawon’s experience reflects a challenge that extends well beyond Nollywood and speaks to the economics of creative work itself.
The hidden economics of creative work
Creative industries celebrate talent, originality and passion. Those qualities are essential, but they do not remove the practical realities of building a career. Every creative professional needs work that is intellectually stimulating, financially rewarding and capable of supporting long-term growth. When any of those elements is consistently missing, even the most committed professionals begin to question whether the career is sustainable. Okanlawon’s decision illustrates this point.
He did not describe someone who had stopped loving acting. He described someone who no longer found fulfilment in the conditions surrounding the work. The distinction matters because creative careers are shaped by far more than artistic ability. They are also shaped by business models, compensation structures, professional standards and the quality of opportunities available within an industry.
Passion cannot carry an industry forever
Across the creative economy, there is a long-standing belief that passion should compensate for weak commercial structures. Writers are expected to accept exposure instead of fair fees. Designers are encouraged to lower their rates to secure opportunities. Musicians perform without adequate compensation in the hope that visibility will create future work. Filmmakers stretch limited budgets to complete projects because they believe in the story they are telling. Passion can motivate people to begin creative careers, but it rarely sustains them indefinitely.
Research continues to reinforce the economic importance of creative work. According to UNESCO, the cultural and creative industries generate millions of jobs worldwide and make significant contributions to national economies, while many creative workers continue to face challenges around fair remuneration, social protection and sustainable employment. Similarly, World Intellectual Property Organization has consistently highlighted the economic value created through intellectual property while emphasizing the importance of enabling creators to benefit from the value their work generates.
These findings point to a wider reality: creative industries thrive when creative professionals are able to build careers, not merely complete projects.
This conversation is more than Nollywood
Although Okanlawon was speaking about acting, many creatives across Africa will recognize the experience he described. A photographer may love visual storytelling while struggling with inconsistent client payments. A writer may enjoy producing thoughtful work while navigating unrealistic budgets. An illustrator may spend years refining their craft only to compete in markets where creative services remain undervalued.
These challenges influence career decisions every day. Some creatives leave their industries entirely. Others return to salaried employment while continuing freelance work on the side. Many remain in creative fields but redirect their skills toward sectors offering greater financial stability. None of those decisions necessarily reflect a lack of passion. More often, they reflect an attempt to build a sustainable livelihood.
Building industries that retain talent
The long-term success of Africa’s creative economy will depend on, more than producing exceptional artists, filmmakers, musicians and designers, creating industries capable of retaining them.
This will require a lot of deliberate efforts such as stronger rights management, fairer compensation, better contract standards, more professional business practices and wider access to commercial opportunities. Without those foundations, industries risk losing experienced professionals whose skills have taken years to develop.
Okanlawon’s story also carries a hopeful dimension. His career did not end with that difficult period. He returned to acting and has gone on to deliver acclaimed performances across film and television. His experience serves as a reminder that resilience matters. So do the systems surrounding creative work. African creatives should not have to choose between meaningful work and financial sustainability.
