Veteran Nollywood actor Jim Iyke has revealed that he intentionally rebranded himself, leaving behind the “bad boy” image that once defined his career in the movie industry.

Speaking during a recent interview with media personality Joey Akan, the actor explained that while the persona was useful at a certain stage of his career, he eventually realised it had outlived its relevance.

According to Iyke, external influences played a significant role in shaping his public image, but personal growth and changing circumstances made it necessary for him to evolve.

He also observed that many entertainers struggle to remain relevant because they fail to recognise when it is time to reinvent themselves or move on from a particular image.

“The ‘bad boy’ image served its purpose, but I had to let it go when it was no longer beneficial to my growth,” he said.

Iyke added that as people progress in life and interact with more influential individuals, certain public personas may become obstacles rather than assets, stressing that knowing when to rebrand is essential for long-term success in the entertainment industry.