Publicity Is My Business Partner – Ashmusy

Nollywood actress, Ashmusy has come out to say that publicity stunts must be done right to work.

She recently had her say while speaking to the press, and fans have been reacting.

According to her, she regards publicity as her business partner in her line of work because the average attention span of people has reached a non-scaleable decline, so she never does anything that lacks the suspense and unpredictability that will make it the subject of attention.

Ashmusy, however, added that if a PR stunt is done recklessly, it can harm the brand and lose the objective one wants it to achieve.

Her words, “The advent of social media, as well as its acceptance and growth, has made this question even more relevant. Attention is a currency. As an expert in my field, I regard publicity as my business partner. The average attention span of people has reached a non-scaleable decline. The audience is tired of the same old predictable contents that lack creativity.

When one understands this, they would realise that ‘normal’ or direct marketing is far-fetched for entertainers and creatives. That’s why when we do anything, the suspense and unpredictability makes it the subject of attention. Using unusual techniques to gain, hold and drive attention is simply what ‘publicity stunt’ is. Can strategic publicity stunts enhance a brand’s equity? Yes, it can. Thanks to my public relations team and my management. A PR stunt can enhance a brand only if done rightly. If done recklessly, it can harm the brand and lose the objective one wants it to achieve.”

On venturing into business, “Productivity runs deep in my family, as I grew up to find everyone around me involved in one cause or trade. I learnt some things from the people around me.

I have also come to understand that activity does not always equal productivity. I always put in the work. I was determined to succeed, to be different, and to take my family from where we were, living in a face-me-I-face-you (one-room apartment), to where we are right now, living in comfort and affluence; as well as being able to travel, see the world, and afford whatever we want.

How did I do this? First, I pursued my education. I am sure many people might not know this, but I am a graduate of Medical Anatomy. I graduated with good grades, but I had a burning desire for business and entertainment.

So, I pursued certificate courses with institutions, private sessions with coaches, learnt from mentors, surrounded myself with the right people, and took risks. There were times I took night buses to auditions, only to be cast for movie roles with little or no pay, just so I could put my best foot forward, and show the world my God-given talent. I actually began my journey as a skit maker and social media influencer in a bid to fulfill my desire.

Today, by God’s grace, I am the President of the Commonwealth Women’s Network Nigeria. I have been to over 30 countries, and I have won over 45 awards. I also own a real estate business. In addition to that, I have played lead roles in movies with Nollywood stars such as Ini Edo, IK Ogbonna, Jim Iyke, Lateef Adedimeji, and Mercy Aigbe. I am steadily building a dignified reputation in Nollywood.”

On handling the pressures of fame, “If people said to people’s faces what is said behind them, society won’t be able to handle it. No one is truly prepared for fame. I could be on a movie set exhausted, and in that same moment, I might come online to see myself trending for things I am not aware of. It used to bring tears to my eyes to see that some guileful and unscrupulous people were defaming me. But now, I have grown a thick skin, tough bones and an elastic heart (smiles). I ignore what is a distraction and focus on what’s most important. Focus remains my most prized asset. No one goes around the village square chasing shadows when their soup is on fire.”

WOW.