Nollywood Aims for Global Spotlight, Following Afrobeats' Success

Nigeria’s booming film industry, Nollywood, is setting its sights on achieving the kind of international recognition that Afrobeats has recently enjoyed. As the world’s third-largest film industry by annual production, Nollywood has long been a cultural powerhouse in Africa.

Nollywood began in the early 1990s when resourceful filmmakers created low-budget, direct-to-video movies that resonated with local audiences. Over time, the industry has grown, adopting higher production standards and diverse narratives that have captured the attention of global viewers and streaming platforms like Netflix and Amazon.

Now, Nollywood is focused not just on entertainment but on sharing African culture and stories with the world. "It’s time for the world to experience our stories and content," says Toyosi Etim-Effiong, founder of That Good Media and a key figure in the industry.

Etim-Effiong draws inspiration from Afrobeats’ global success, pointing to artists like Burna Boy, Wizkid, and Davido as examples of how African talent can achieve worldwide acclaim. For the past three years, she has led a Nollywood delegation to the Essence Film Festival, a platform celebrating Black culture, held annually in New Orleans.

"Afrobeats has transformed perceptions of African music, and I believe similar partnerships can elevate our film industry," Etim-Effiong said at the Essence Festival. "Our stories have universal themes with a unique African perspective, and they resonate with global audiences."

Nollywood’s presence at the festival was a significant moment for the industry, allowing stars and stakeholders to discuss expanding internationally. Veteran Nollywood stars like Omotola Jalade-Ekeinde and Uche Jombo, alongside rising talents such as Simisola Gbadamosi and Eso Dike, spoke about the importance of telling authentic African stories.

Jalade-Ekeinde, a member of the Academy Awards voting body, emphasized that Nollywood is shaping how African realities are portrayed. “We are defining how we want to be seen. Our voices need to be heard and respected," she said.

Simisola Gbadamosi, 13, who recently starred in Disney’s first African animation collaboration, Iwaju, highlighted the significance of Nollywood’s growing role in global storytelling. The festival underscored Nollywood’s potential to captivate international audiences and foster meaningful cultural exchanges.