As a matter of fact, it would be very difficult, if not impossible, to mention the names of those in the vanguard of dictating the pace in the Yoruba movie industry today without the name of the tall and good-looking Abeokuta, Ogun State, based thespian popping up in the first three, unless such a listing is not objective. Meanwhile, he did not achieve that feat on a platter of gold, he earned it. Or better still, he paid his dues, then the dues accumulated, and it is now safe to say the all round actor is currently enjoying the dividends of that "dues’" accumulation.
For him, it was a long road to stardom. Not many know that Odunlade Adekola did not just join the movie industry at the time his presence was first felt as an actor of note. Based on an extract from his profile on Wikipedia, he joined the movie industry and registered as a member of the Association of Nigerian Theatre Arts Practitioners (ANTP) in 1996 when he was only 18.It is instructive, however, to add at this juncture that most of Yoruba actors if not all, Odunlade Adekola inclusive, have dumped the ANTP for a new body named Theatre Arts and Motion Pictures Practioners Association of Nigeria (TAMPPAN). And the reason(s) for that exodus is not the subject of discuss here.
Meanwhile, it was not until 7 years after joining the industry that the first twinkle of a star shone on Odunlade Adekola. It was in 2003 to be precise, when he played the lead role in a movie produced by a late actor under whom Odunlade Adekola learnt the art of acting, Ishola Durojaye, better known as Alasari, that his (Odunlade Adekola) great acting skills came to the fore and caught the fancy of the teeming movie viewers. The movie that acted as his launch pad then came with the title "Asiri Gomina Wa".
Meanwhile, the unequalled contributions of the late Alasari who died in a fatal auto accident few years back, to discovering and refining raw talents out of the rock city of Abeokuta, is a topic for another day. But Odunlade Adekola would eternally be grateful to the deceased and exceptional film-maker for who he has become today. And what Odunlade Adekola said in an interview with this blogger some years back about Alasari would suffice in this regard.
"For Ishola Durojaye (Alasari) in the production of one of his films then, 'Asiri Gomina Wa', there were lots of criticisms that Odun(lade) cannot act the role that was given to him properly as the governor in the movie, but he (Alasari) called me to one side and said no matter what they say, Odun, you are going to do it. This is your script, go through it and master it. And I was thrown into confusion and felt challenged as to how I would not disappoint someone that has placed such enormous confidence in me. But I thank God today, though I have been acting before 'Asiri Gomina Wa', but it was 'Asiri Gomina Wa' that brought me to the spotlight."
Though the movie "Asiri Gomina Wa" was the production that brought Odunlade Adekola into reckoning as a deep and thorough role-interpreter and consequently fetched him more movie roles than he had envisaged, afterwards, it can be said, arguably, that it was not that movie that began the brand building for him. Rather, it was his self produced movie which may also be referred to as a movie with a self-fulfilling prophesy aptly titled "Emi Ni Ire Kan" (I am the next in line to receive God's favour).
"Emi Ni Ire Kan", being Odunlade Adekola's second movie after "Farapamo", was produced in 2009 and he played the lead in the movie alongside Ronke Odusanya aka Flaky Ididowo. He played the role of a stammering local rapper while Flaky Ididowo acted as his girlfriend cum manager. It was one comic movie that sold like hot cakes at that time and more importantly, opened a floodgate of encomiums for Odunlade Adekola as an actor to beat. Basically, due to his sublime delivery of his role in the movie, he went on to win his first major award as City People Entertainment's Best Yoruba Actor of the Year in 2009 and since then, he has not looked back as he kept churning out block-buster after block-buster from his stable.
For the records, some of the other movies by Odunlade Adekola which further ensconced his position as a leading actor and strengthened his brand the more, include: "Baba Super", "Ila Owo", "Eje Fun Eje", "Sunday Dagboru", "Mufu Oloosa Oko", "Alani Pamolekun" and "Adebayo Aremu Abere (AAA)" to mention a few. It would not be out of place to hint it at this point that Odunlade Adekola's proactiveness at producing his own movies regularly in which he always play the lead rather than wait for other producers to call him for lead roles, is one of the secrets of maintaining his relevance in the industry for so long.
And remaining relevant has also yielded its own benefit for the native of Ekiti State. Though, a lot of people have the misconception that Odunlade Adekola is from Ogun State where his parents had been based before his birth, but his home state is actually Ekiti. Meanwhile, his remaining relevant for long, ultimately earned him a Glo Ambassadorship deal in 2013, an achievement which took him to cloud nine when it happened."I must tell you, Glo endorsement is one of the happiest things in my life. It makes me happy anytime I remember that I am a Glo ambassador, because when you are working, you don’t know the type of people watching you. There are a lot of people in the entertainment industry. So, for a big company like that to say ‘let us call on this man to be an ambassador’ is a great thing for me. So, I am so happy. Like I used to say, I never thought of it at all or that any organization would call on me to be its brand ambassador. It is something of great joy to me." He gushed in an interview with ThisDay Life after the deal was struck then.
It however, came to observers of happenings in the entertainment industry as a surprise when Odunlade Adekola was dropped few months after, alongside some other entertainers as Glo Ambassadors. Though not much of official reason was given by the telecommunication giant for including him in those they decided to drop then, but like a phoenix from the ashes, Odunlade Adekola recently returned as one of the ambassadors Glo signed on in June, 2015.
The reason for his re-appointment cannot be unconnected with his profile that has continued to soar higher and higher like an eagle despite the stiff competition he is being given by other actors in the Yoruba movie industry. Out of sheer hard work and dedication to his passion, the actor, film-maker, director, producer and sound-track composer has been able to build himself into a big brand that even those who may not like his face cannot afford not identifying with.
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