Nollywood As A Catalyst For Driving Global Interest in African Cinema Through Diaspora Migration
Nollywood: From Local Legend to Global Game Changer
Nollywood, an epithet for the Nigerian movie industry, established as far back as the 1960s, has grown into the 2nd largest movie industry in the world today (after Bollywood). This is enough to get the world’s attention, but many other standouts for the sector make it worthy of being a new name in the global creative industry.
Diaspora Migration and Nollywood
Nollywood is known for its unique storytelling, rich cultural connotations, and high production rate. The phenomenon of diasporan migration, characterized by the dispersal of African communities worldwide due to historical, economic, and social factors, can now enrich themselves with their African heritage. Nigerian films have now become a vehicle for cultural exchange and storytelling for members of the African diaspora seeking to maintain ties with their homeland. These films often resonate with Diaspora communities’ experiences, struggles, and aspirations, creating a bridge that transcends geographic boundaries.
What Does Nollywood Have For The World
Earlier this year, global award-winning American actor and founder of Green Door Pictures, Idris Elba, partnered with top Nollywood mogul Mo Abudu, CEO of Ebony Life, where they stated the partnership’s purpose to “empower and uplift talent from Africa and the Diaspora.” Firstly, not to sound condescending, but how does New Nollywood want to uplift an industry that has existed since the 1900s (Yes! Hollywood)? Also, no matter how we phrase it, Hollywood is making waves, so what does Nollywood have that Hollywood needs?
Former Secretary General of the United Nations Educational Scientific and Cultural Organization (UNESCO), Koïchiro Matsuura, stated that “Film and video production are shining examples of how cultural industries, as vehicles of identity, values, and meanings, can open the door to dialogue and understanding between peoples, but also to economic growth and development.” Nollywood has a financial value of $6.4 billion and contributes 2.3% to the country’s GDP. For an industry that churns out about 2,500 movies annually, currently ranking as the 2nd fastest-growing movie industry globally, a lot of potential awaits this industry in its impact on job opportunities, value creation, and viewership.
How Nollywood Got To Where It Is Today
With a high viewership of Nigerian movies in major African economies like Ghana, Kenya, South Africa, Cameroon, and many other countries, the industry has grown to attract the entire continent, driving inclusivity in cultures and talent.
Previously hampered by piracy, budget, and lack of Government funding, stakeholder engagement across government and private sectors and the introduction of technology has fostered a paradigm shift in its operations. We have indigenous platforms that host these movies today, a structured cinema sector, as well as global streaming platforms accessible across the world.
Key Learnings At The 2023 Essence Festival
The just-concluded 2023 Essence Film Festival held in New Orleans was a testament to how Nollywood is ready for the global stage. Toyosi Etim-Effiong of That Good Media convened the Nigeria Day segment of the festival on July 1, 2023, to unfurl Nollywood. Nigerian A-list actors, producers, directors, and other relevant stakeholders across the globe graced the occasion in all glitz and glamor.
At the event, we held conversations around the industry, looking at key issues such as the need to foster relationships, create platforms for Nigerian talent in the film industry, promote diversity, unlock untapped talent, as well as the need to drive economic development, facilitate cultural exchange, and empower key stakeholders.
In attendance at the event were iconic media personality Oprah Winfrey, Mayor of NOLA, LaToya Cantrel and Special Advisor at the US Department of State, Deniece Laurant Mantey, long-standing Nigerian movie figures like Richard Mofe-Damijo and Stella Damasus, and notable Nollywood names like Osas Ighodaro, Stan Nze, Yolanda Okereke, Shawn Faqua, Deyemi Okanlawon, Timini Egbuson, Eso Dike, Seun Ajayi, Mofe Duncan, Ayoola Ayolola, Omowunmi Dada, among others. In a unified voice, they all echoed the same need for collaboration among all the known regional movie sectors for an increased global appeal.
Euromonitor International and Reed Exhibitions, organizers of the World Travel Market, initially predicted that Africa’s projected GDP growth rate would be due in part to the popularity of the Nigerian film industry, which it said would also attract domestic and regional tourism. Today, Nigeria is standing tall in this prediction and is opening the doors of Nollywood to everyone across the world for engagement, exploration, and partnership.
What The Future Holds For Hollywood and Nollywood
In today’s world, characterized by technological advancements, the democratization of media, and an insatiable appetite for content, the need for collaboration is more pronounced than ever. This synergy is poised to reshape the operational landscape of various industries. It is now, more than ever, the era for African narratives to be heard globally, presenting a distinctive opportunity for the world to immerse itself in Africa’s essence.
The Future of Nollywood
The stories on-screen captured universal themes of family, love, identity, and societal challenges, resonating deeply with audiences across cultures. This resonance celebrated African cultures and fostered a sense of shared experience and understanding among global viewers.
In recent years, the growing interest in Africa’s stories and cultures has contributed to reshaping perceptions of the continent. Nollywood’s influence has been a key catalyst in this shift, showing that African narratives can be relatable and captivating to a global audience. Nollywood has played a crucial role in challenging stereotypes and showcasing the diversity, resilience, and creativity that define Africa.
In conclusion, Nollywood’s influence on a global scale can be attributed, in part, to its resonance with the African diaspora and its ability to bridge geographical and cultural divides. By reflecting the experiences and aspirations of both regional and diasporan communities, Nollywood has contributed to a broader interest in Africa and its narratives. This influence has, in turn, elevated the global conversation about the continent and its rich cultural tapestry.
Nollywood: Bridging Cultures, Inspiring Change
