#OpenUpTheIndustry is trending on Twitter.
The aim of the hashtag was originally to create awareness around the fact that South Africa is rich in talent and that we need to be giving more people the opportunity to showcase their abilities.
"Stop hindering the growth of SAs entertainment industry!! Stop killing dreams! Please," wrote Twitter user @Hermoso_Nisi.
"Acting is something i was born to do but seeing the same faces on TV makes me doubt that I will get a break," added @Mbali_sibuyi.
But it wasn’t long before the hashtag turned on well-known local faces for frequently landing the top jobs.
"So many young, talented and ambitious people are bring shut out because they are not famous, never mind their talent," wrote @true_porsh.
Others were quick to point out that the hashtag wasn’t meant to be used for personal attacks.
"Wait..... Some are using this #OpenUpTheIndustry TT to drag well-known entertainers. We see you. Stop," tweeted @anelisa_kakaza.