When Laide Bakare, a veteran Nigerian actress posted a sprawling Instagram carousel on March 9, 2024, fans thought she was just sharing a throw‑back. The twist is she used the platform to re‑introduce herself as Olaide Shakirat Ayinke Bakare and announce a new government appointment that could shift Osun State’s cultural agenda.
In the same post, the 44‑year‑old declared she is now the Senior Special Assistant to the Governor of Osun State on Entertainment, Culture and Tourism, directly reporting to Governor Ademola Adeleke. That appointment, confirmed by the Osun State Government office on March 8, puts her at the nexus of film, music, real estate and philanthropy—a crossroads the state hopes will boost tourism revenue and showcase Yoruba heritage.
From Lagos‑Born Actress to Multi‑Sector Entrepreneur
Born on October 7, 1980, in Lagos State and raised in Ibadan, Oyo State, Bakaren’s early career kicked off with a breakout role that earned her the Best Up‑and‑Coming Actress trophy at the 1999 Thema Awards. Over the next two decades, she amassed more than 50 film credits, including fan‑favorites like Mi' Motorola, Love You Forever, Jejere (which snagged Best Costume Design at the 2012 Best of Nollywood Awards) and Iranse Aje.
She didn’t stop at the silver screen. Leveraging a History and Strategic Studies degree from the University of Lagos and a diploma in Theatre Arts from the University of Ibadan, she launched Simline International, a holding company that now houses:
- Simline Estate Developer – a real‑estate arm building mixed‑use properties in Lagos and Osun.
- Simline Records – a boutique label scouting emerging Afro‑beat talent.
- A production house that has produced eight titles under her own banner, giving first‑time directors a launchpad.
Her philanthropic flagship, the Swagg Foundation, runs annual school‑supplies drives in rural Oyo and scholarships for theatre students at the University of Ibadan.
Why the Government Role Matters
The Osun State Ministry of Tourism has long flagged the need for a cultural catalyst. In a press release, the Governor’s office said Bakaren’s “deep industry networks and entrepreneurial mindset” could help attract both local and foreign visitors to historic sites like the Osun‑Osogbo Sacred Grove.
Analysts point out that the entertainment sector contributed roughly ₦12 billion to Nigeria’s GDP in 2023, and a focused tourism push could lift regional earnings by an estimated 15 % over the next three years. Bakaren’s dual experience in film production and real‑estate development uniquely positions her to orchestrate events, festivals, and film‑tourism packages that blend culture with commerce.
Reactions from Industry Peers
Fellow actress and Nollywood star Mercy Johnson tweeted, “Congrats, @LaideBakare! Our industry finally has a seat at the policy table.”
Meanwhile, veteran filmmaker Kunle Afolayan posted on Instagram Stories, “Excited to see Osun State become a new hub for film locations. Let’s make history.”
Critics, however, caution that celebrity appointments can backfire if not paired with measurable outcomes. A columnist for The Nation wrote, “Bakaren’s résumé is impressive, but the success of her tenure will hinge on transparent budgeting and stakeholder inclusion.”
Impact on the Local Economy and Culture
Early indications suggest a ripple effect. Since the announcement, Simline Properties reported a 22 % uptick in enquiries for commercial space in Osogbo, citing “government backing” as a key driver. The Swagg Foundation also saw a 30 % increase in donations, attributing the surge to heightened visibility of Bakaren’s public service role.
Tourism operators in Osun have already drafted a “Culture‑Cinema Corridor” that would link historic sites with filming locations of recent Nollywood blockbusters. If executed, that corridor could generate an estimated 5,000 jobs and add ₦1.8 billion annually to the state’s coffers.
What Comes Next?
Bakaren’s first official task is to chair the upcoming Osun Cultural Festival slated for December 2024. Sources close to the Governor’s office say she will also spearhead a “Talent Incubator” program, awarding grants to up‑and‑coming directors who commit to shooting at least half their scenes within Osun.
She also hinted at a new memoir titled From Script to Statehouse, slated for release in early 2025. The book, which she is offering at a discounted price for a limited time, allegedly dives deep into her journey from Nollywood set‑bases to the corridors of power.
Background Deep Dive: The Rise of Celebrity Politicians in Nigeria
Bakaren isn’t the first entertainer to cross into politics. Since the early 2000s, figures like former Governor Olusegun Agagu and musician Burna Boy (who recently consulted on a tourism advisory board) have leveraged fame to shape policy.
Researchers at the University of Lagos note that celebrity appointments can increase public engagement by up to 40 % when the appointee’s brand aligns with the ministry’s mandate. However, they also warn of “policy‑populism,” where short‑term publicity trumps long‑term strategy.
In Bakaren’s case, her educational background in strategic studies and her hands‑on experience in both creative and commercial ventures may provide the balance that past celebrity politicians lacked.
Frequently Asked Questions
How does Laide Bakaren’s new role affect Osun State’s tourism plans?
Her appointment puts a well‑connected entertainment professional at the helm of the tourism portfolio, meaning festivals, film‑location tours and music events are likely to receive faster approvals and bigger budgets, which could boost tourist arrivals by up to 15 %.
What businesses does Bakaren own that could benefit from the new position?
She heads Simline International, which includes a real‑estate arm and a record label. While conflict‑of‑interest rules apply, her companies could see increased demand for venues and production facilities tied to state‑sponsored events.
What is the Swagg Foundation and how will it tie into her government work?
The foundation focuses on youth education and cultural preservation. As Senior Special Assistant, Bakaren can align its scholarship programs with state initiatives, funneling resources to schools that teach traditional arts and tourism management.
When will the first major cultural event under her watch take place?
The Osun Cultural Festival is scheduled for December 2024, and Bakaren is slated to be the lead organizer, showcasing local crafts, performances, and film screenings.
What criticisms have been raised about appointing a celebrity to a government post?
Detractors argue that fame does not guarantee policy expertise and warn of potential conflicts of interest. They stress the need for transparent budgeting and measurable performance indicators to avoid tokenism.
14 Comments
Congratulations to Ms. Bakaren on her new appointment. Her extensive experience in the entertainment sector positions her well to bridge culture and tourism in Osun State. It is heartening to see a professional with both artistic and entrepreneurial credentials take on such a strategic role. I anticipate that her leadership will foster sustainable development and amplify Yoruba heritage for both locals and visitors.
Looks like another celebrity chasing political clout.
The appointment seems more about name‑recognition than concrete policy expertise. Without clear metrics, the initiative may fizzle.
For anyone interested, the Osun Cultural Festival usually runs from early to mid‑December, featuring performances, craft exhibitions, and film screenings. The state tourism board has opened a portal for venue bookings, so producers should start submitting proposals now. Additionally, local tour operators are already offering “film‑trail” packages that could tie into the new corridor.
Well, this is totally unexpected,, but i guess it's just another example of celebrities, trying to diversify their portfolios,, even if it means venturing into governmental bureaucracy.,
The integration of an entertainment veteran like Laide Bakaren into the Osun State tourism apparatus is a fascinating development that warrants a thorough examination.
First, her background in film production grants her a unique perspective on how storytelling can be leveraged to promote cultural sites.
Second, her experience with Simline International demonstrates an ability to manage complex projects that span creative and commercial domains.
Third, the Swagg Foundation's focus on youth education aligns well with the state's objectives to nurture future custodians of Yoruba heritage.
Moreover, the proposed Culture‑Cinema Corridor could serve as a living laboratory where filmmakers collaborate with local artisans.
Such collaboration would not only generate employment but also create authentic content that showcases the region's distinct traditions.
From a policy standpoint, having a single point of contact who understands both the supply side (production resources) and the demand side (tourist expectations) can streamline approvals.
This could reduce bureaucratic lag, allowing festivals and events to be organized with greater efficiency.
It is also worth noting that the entertainment sector contributed roughly twelve billion naira to Nigeria's GDP in 2023, illustrating its economic significance.
If Osun State can capture even a fraction of that value through strategic tourism initiatives, the fiscal impact could be substantial.
Nevertheless, transparency will be essential; clear budgeting and performance indicators must be published to avoid perceptions of patronage.
Stakeholder inclusion-particularly involving local craftsmen, community leaders, and independent filmmakers-will further legitimize the program.
The state's historical sites, such as the Osun‑Osogbo Sacred Grove, already attract a niche of cultural tourists, and a coordinated marketing campaign could broaden that audience.
Digital platforms, perhaps curated by Simline Records, could disseminate short documentaries and music videos that highlight these landmarks.
In addition, educational scholarships tied to tourism management could empower the next generation to sustain these efforts.
Overall, while challenges remain, the synergistic potential of Bakaren's multifaceted expertise and the state's cultural assets is a promising catalyst for inclusive growth.
Wow, another star‑powered bureaucrat-just what the economy needed 🙄. If every appointment came with a silver screen pedigree, maybe the budget would write itself 😂.
Sure, let’s hand the cultural reins to a celebrity, because the last time Hollywood ran a government department, everything turned into a blockbuster… or a disaster. Maybe the real agenda is to turn Osun into a giant filming set for the next alien invasion series.
From a hegemonic cultural production standpoint, Bakaren's insertion into the governance matrix represents a paradigmatic shift toward performative statecraft, wherein the commodification of heritage is orchestrated through a cine‑touristic lens.
Look folks the numbers dont lie theres a clear ROI on merging tourism with film she already runs a label and a real estate biz so its a natural fit its not just hype
I respect the bold move and I’m ready to see real results-let’s push for measurable outcomes and hold the team accountable. The community deserves tangible benefits, not just headlines.
i dontthink this is a good idea they r just using fame not skill
Another fleeting celeb stunt-nothing changes, just more flash.
We must remember that public service is a trust, not a platform for personal branding; any venture that blurs that line risks eroding the very cultural values it seeks to promote.