Through their unique and enthusiastic styles of expression, the Nigerian Entertainment Industry has been shaping conversations throughout the world.

The increased opportunity for a global audience to engage with authentic stories about everyday experiences as well as emotionally charged characters who early on identify with their audience is providing an avenue for increased connections, which creates a more memorable experience for both the audience and their creators.

The platforms on which many prominently showcase the works of Nigerian creators allow for a diverse array of entertainment options for their audiences, thus, offering exciting storylines and colourful characters, contributing to the industry’s ability to grow and thrive.

Additionally, with more and more people seeking out diverse content, many Nigerian films and Music satisfy this increasing demand through their captivating imagery and rhythmic sound that capture the imagination.

Because of this growing interest, Streaming Services are looking to grow their African libraries and continue to support new productions. With increased international attention, the Nigerian Entertainment Industry will continue to create and expand its support system across borders.

Growing visibility will result in increased funding from investors into creative projects that represent culture and National Pride, thereby giving confidence and motivation to Young Creators who wish to enter the industry.

As interest in Nigerian Culture continues to increase, the Entertainment Industry has not only prepared for Expanded Reach; but also to create further international Partnerships that will continue to contribute to the Development of Long-Term Creative Growth.

Therefore, as the Industry continues to develop its presence Globally, Nollywood is producing a growing collection of Dynamic Storytelling.

Nollywood Global Reach and Expanding International Recognition

Nollywood Global Reach and Expanding International Recognition

As Nigerian cinema continues to expand its international audience

As Nigerian cinema continues to expand its international audience, interest in Nollywood films is driven by a deeper appreciation of films that depict aspects of daily life in and are representative of their cultures.

Through popular film acquisitions

Through popular film acquisitions, streaming services such as Netflix and Amazon Prime increase the visibility of Nigerian films and allow viewers to discover new forms of vibrant and culturally embedded productions through innovative and imaginative forms of storytelling.

Nollywood is experiencing steady demand

Nollywood is experiencing steady demand from younger audiences around the globe, as there has been consistent viewer engagement since around 2005 and increasing numbers of viewers are developing an affinity for the lively nature of Nigerian films and the narratives that accompany them.

This increase in demand for Nollywood films creates an increase in the support of digital service providers (DSP’s) for the acquisition of new Nollywood films, and expands the promotional capability of Nigerian films through the provision of greater worldwide exposure and availability.

In addition, the expansion of Nollywood beyond Africa

In addition, the expansion of Nollywood beyond Africa has been buoyed by continued investment and development through partnership arrangements between broadcasters and movie studios and Nigerian creators and businesses.

As a result of these partnerships, opportunities to develop projects are created that align with the international marketplace and support continued sustainable growth through continued industry development.

International film festivals

• Many international film festivals provide venues for showcasing Nigerian films due to the positive reaction by the viewing audience to the cultural diversity of the films.
• Positive viewer engagement has resulted in daily acquisitions of new Nollywood titles by the DSP’s.

Growth of the Nigerian Entertainment Industry and Creative Economy

The Nigerian entertainment sector is developing

The Nigerian entertainment sector is developing as creative creators produce materials that have a huge impact on a wide range of consumers.

Filmmakers, musicians, comedians, and other creative individuals have developed a strong cultural export base that is shaping current regional trends.

Their partnerships also provide consistent avenues for ongoing economic growth based upon the establishment and continued growth of an international interest for their products.

Additionally, Federal (Government) programs support

Additionally, Federal (Government) programs support the ongoing development of the Nigerian entertainment industry by providing ongoing financial support for such initiatives.

Examples of this support include the establishment of Creative Funds, which provide entry-level professionals with resources necessary for developing their careers (equipment and training).

By giving young people access to these resources, they are inspired to pursue careers in the creative sector, thereby positively impacting their communities, e.g. Film/Public Relations/Graphic Design et cetera.

Nigerian local companies have also made a large investment

Nigerian local companies have also made a large investment in the establishment of production companies that produce both Film and Digital Media.

Many local companies have a keen understanding of the importance of collaborating with Storytellers who understand cultural norms.

This type of partnership increases both the quality of production as well as the effectiveness of the distribution of Nigerian-created products in highly competitive international markets.

The growing acceptance of the Nigerian creation process

The growing acceptance of the Nigerian creation process has empowered Nigerian Creators to create cross-border relationships by creating larger and stronger content, as well as developing new and exciting ideas, with more confidence.

As demand for renewable energy sources grows outside of Nigeria and the world, more and more International Content Providers (Distribution Companies) will support larger productions and provide planning support.

Consequently, as more International Distribution Companies continue to support the continued growth of the Nigerian Entertainment Industry, this may have a positive impact on the global marketplace, and as a result of that continuing development the Nigerian Entertainment Industry may ultimately have a larger role in developing Global Culture.

Nollywood Soft Power and Cultural Influence Across Borders

Through the use of storytelling

Through the use of storytelling, Nollywood also demonstrates that ideas can be communicated through an alternative method to “standard” diplomacy. By providing a glimpse of people’s daily lives and dealing with social change through genuine representation, Nollywood builds a bond of trust with viewers around the world who appreciate the openness of the narratives and are derived from a person’s own lived experiences.

In schools, programs that focus on developing creativity

• Collaborations across borders increase cultural exposure through global campaigns and collective creative projects.
• Soft power is increased by natural access to emotional honesty, social clarity, and expression of identity through storytelling.

Economic Impact and Future Outlook for Nollywood’s Global Expansion

The evolution of Nollywood also provides a growing economic foundation to the Nigerian Entertainment Industry. Global interest has led to increased investment in the industry, creating job opportunities for many people in various roles (e.g., Actors, Writers, Crews). With the opportunity to earn a living with careers in Creative Industries, there is a growing interest throughout the country for broad participation within Creative Industries.

To facilitate the growing budgets of Nigerian production companies

To facilitate the growing budgets of Nigerian production companies for motion pictures, Financial Institutions are increasingly looking at partnering with Nigerian production companies. With steady access to capital to finance projects, Creative Professionals are improving the quality of their projects to meet or exceed Global Standards. As a result, the Investment made by Financial Institutions will serve as an incentive for the Creative Industry to plan for the future, resulting in the continuous growth of the Industry throughout various Areas of Nigeria.

Nigerian Companies are again benefitting

Nigerian Companies are again benefitting from merchandise sales and Distribution Agreements. When International Audiences are made aware of a connection between products and popular characters in motion pictures, they will purchase the product. Therefore, this creates multiple ways for Companies to earn Revenue, and increase support for the Cultural Export of Nigeria.

The continued growth of the industry

The continued growth of the industry will require continued training of the upcoming generation of Creative Professionals entering Entertainment. Training programs (Private and In-house) will further enhance the readiness of Emerging Creatives for Global Competition and Long-Term Growth of the Industry.

Conclusion

The entertaining sector in Nigeria is helping shape the ways individuals around the globe discuss topics by utilizing a variety of forms to tell stories about their culture and experiences.

Through the means of creating films, many people who have the opportunity to view these types of films identify with what they see in them, and therefore, many view these movies as being realistic and relatable, thus resulting in an emotional connection between the movie and the viewer.

This same type of influence is creating a greater level of awareness amongst an increasing number of viewers throughout the world, allowing for a continued amount of awareness and recognition on various levels from numerous countries around the world, which allows the Nigerian film industry and their respective stakeholders to establish continued partnerships to develop strategic growth within the industry.

Through the establishment of strategic partnerships, Nigerian film industry creators will have the opportunity to expand their creative capacities as well as provide a means to connect local talent to global audiences.

Many business investors recognize the strong market potential associated with Nigerian films and have developed long-lasting relationships with many creators producing Nigerian-based films.

The Nigerian film industry is helping create a greater awareness of the culture of Nigeria and the stories told within them through the creation of meaningful and honest films that showcase the culture.

The continued growth of the Nigerian film industry is dependent upon the continued investment and development of a trained future generation of creative professionals. This will enable continued success as well as provide an opportunity for the Nigerian film industry to have an even greater impact on global markets.