Nollywood filmmaker Mary Njoku says it has become harder for young creatives to gain attention in the media industry without doing something dramatic or outrageous.
Speaking as a panellist at NECLive 2025, Njoku noted that talent and hard work are no longer enough to stand out.
Njoku, who founded ROK TV Channels and leads ROK Studios, said she built her career by spotting gaps in the industry and creating solutions, not by chasing attention. She explained that her growth came from solving real problems in the creative space.
However, she expressed concern that today’s media audience prefers shocking behaviour over genuine work. According to her, this puts hardworking creatives at a disadvantage.
She urged young people to stay focused on substance and long-term goals instead of hype.
In her words: “I got rich by solving problems. If you want to blow right now, you can’t blow by doing good. You have to do something stupid or crazy right now. And it’s not fair on the very few people that are doing good.”
Njoku advised upcoming talents to keep their integrity, use their platforms responsibly, and aim to create real value that can inspire positive change.
