By Garba Sidi
Kannywood, like other film industries worldwide, depends on the emergence of new talent who capture audiences’ hearts and help transform the industry into a powerhouse. These actors often deliver exactly what is needed because of their talent and fame. However, relying solely on a few well-known stars can threaten the industry’s sustainability. If these actors age or fade away, will the industry collapse with them?
Among those challenging this pattern is filmmaker Salisu T. Balarabe, whose vision goes beyond just telling stories—he is committed to discovering and promoting new actors to grow the industry and create job opportunities.
A VISIONARY PERSPECTIVE ON KANNYWOOD
Salisu T. Balarabe is a key figure among AREWA 24’s directors and plays a major role in giving aspiring talents a platform to shine in Kannywood. His work on the long-running series Kwana Casa’in is a clear example of his commitment to this goal. Rather than relying solely on already-famous actors, Balarabe introduces fresh faces to the audience by integrating them into the show’s narrative. Before Kwana Casa’in, no one knew Safiya Yusuf, now popularly known as Safara’u Kwana Casa’in. The show brought her to prominence, and she has since launched a music career as well.
Now, as he produces another long-running series, Zaɓi Biyu, Balarabe is sticking to his principle of working with new talents, giving them a platform to show their skills to the audience. This strategy is evident when compared to other popular Kannywood productions like Garwashi, Labarina, Jamilun Jiddan, Manyan Mata and Allurar Ruwa, which mostly rely on a small circle of already-famous actors such as Sadik Sani Sadi, Abubakar Waziri (Baba Rabe), Adam Garba (Raba Gardama), Amal Umar, Momy Gombe, Minal Ahmad (Ya Kaka), Ruky Alim, Hadiza Saima (Maman Saima) and Rabi’u Rikadawa.
There’s no denying the talent, skill, and fame of these actors. Their appearances often guarantee high viewership and profits for any film or series they’re part of. Still, Salisu T. Balarabe has chosen a different route—one that takes longer to become profitable but is ultimately more sustainable.
PERSEVERANCE DESPITE AUDIENCE PRESSURE.
In an industry where producers and directors often prioritise famous faces to ensure quick financial returns, Balarabe deserves praise for his dedication. He understands that for Kannywood to grow and flourish truly, it must constantly introduce new talent and provide them with training and opportunities. This approach is not just about development; it’s a crucial long-term investment in the industry’s future.
Balarabe’s work is reminiscent of internationally acclaimed filmmakers who have taken similar paths in other parts of the world. In Bollywood, directors like Anurag Kashyap, Zoya Akhtar and Karan Johar have introduced fresh talents such as Vicky Kaushal, Siddhant Chaturvedi and Alia Bhatt. Likewise, in Hollywood, directors such as Steven Spielberg, Martin Scorsese and Greta Gerwig have played key roles in discovering actors who went on to achieve global fame.
These directors are celebrated not just for their storytelling abilities but for their impact in nurturing talent. Salisu T. Balarabe is doing something similar in Kannywood—showing great courage and commitment despite the pressure he faces from audiences who demand familiar faces. His vision of discovering gifted individuals and helping them reach their potential through AREWA 24’s productions is commendable.
COMMITMENT TO QUALITY AND MEANINGFUL STORYTELLING.
Beyond introducing new faces, Balarabe also ensures that these actors deliver performances that resonate with audiences. His long-running series, Kwana Casa’in and Zaɓi Biyu, are not small projects. They are rich in culture, politics, and the real-life struggles of Hausa society. This provides new actors the chance to shine while also educating and entertaining the audience.
This approach enriches the stories and gives the new actors a strong foundation to grow. These emerging talents often give their absolute best, using all their abilities to tell stories that leave a lasting impact. Balarabe’s consistent effort to showcase new faces in his films reflects his dedication to prioritising art over fame—a trait that distinguishes true filmmakers from mere trend-followers.
A NEW ERA FOR THE KANNYWOOD INDUSTRY.
Salisu T. Balarabe is showing the Kannywood industry that growth is possible when directors aim higher and embrace innovation. By doing so, they not only enrich the industry with talented and committed actors but also ensure that more talented people can benefit from the opportunities it offers.
If Kannywood were to follow this model, it would continue to progress—not just by elevating individual stars, but by fostering a culture of talent discovery, hard work, and quality production that will earn it global respect. Just like Nollywood in southern Nigeria has proven, an industry does not have to rely solely on a handful of celebrities to grow. When talent becomes the main focus, true and lasting success follows.
CONCLUSION.
At a time when fame dominates the storytelling landscape, Salisu T. Balarabe stands out as a beacon of hope for sustainable development in the Kannywood film industry. His commitment to nurturing and promoting new talent, as seen in series like Kwana Casa’in and Zaɓi Biyu, reflects his deep passion and long-term vision.