Seeing Nollywood As The Heartbeat of Nigeria’s Creative Pulse(OPINION)

By Isaac Asabor

There is no denying the fact that the headline of this piece captures the essence of Nollywood as a vital part of Nigeria’s entertainment industry and emphasizes the importance of its preservation.

Given the foregoing, it is not an exaggeration to say that the rise of social media and skit-making on platforms like YouTube has had a significant impact on Nigeria’s Nollywood industry. The reason for the foregoing view cannot be farfetched as social media platforms have made it easier for content creators to reach a wide audience without the traditional barriers of film production and distribution.  In fact, skit-makers can produce content with minimal resources and instantly share it with millions of viewers.

In a similar vein, it is not an exaggeration to opine that with high unemployment rates that many young Nigerians have turned to skit-making as a source of income.  In fact, the skit-making industry is valued at over N50 billion and is considered the third-largest entertainment industry in Nigeria. This economic potential draws talent and resources away from traditional film production.

In fact, skit-making has been acknowledged for its potential to generate employment. Reports suggest that the creative sector, which includes skit-making, employs over four million people and could create an additional 2.7 million jobs by 2025.

Not only that, the audience’s preference is shifting towards short, humorous, and easily digestible content provided by skits, which contrasts with the longer form storytelling typical of Nollywood films.

Another advantage that is inherent in skit making is that while there is a concern about competition, there is also a trend of collaboration between skit-makers and traditional actors. This fusion is bridging the gap between traditional cinema and the digital era, potentially leading to a new hybrid form of entertainment.

Also, the social media breaks down geographical barriers, allowing Nollywood to engage with a global audience. However, the instant and widespread reach of skits can overshadow traditional films that don’t leverage social media as effectively.

However, while social media and skit-making present challenges to Nollywood by diverting audience attention and resources, they also offer opportunities for innovation, collaboration, and global outreach. The key for Nollywood may lie in adapting to these new trends and finding ways to integrate the popularity of skits into its traditional storytelling framework.

Without a doubt, the Nollywood subsector is a cornerstone of Nigeria’s entertainment industry and its preservation is crucial for several reasons.

First and foremost, Nollywood plays a vital role in preserving Nigerian culture, languages, and storytelling traditions. It provides a medium for sharing the country’s rich heritage with the world.

Secondly, the industry significantly contributes to Nigeria’s GDP and is a source of employment for many. In the first quarter of 2024 alone, Nollywood filmmakers produced 274 films³, indicating its robust economic activity.

Also, Nollywood has a vast audience not only in Africa but also among the African diaspora. Its global reach promotes Nigerian culture internationally and fosters cross-cultural exchanges.

In fact, for many Nigerians, Nollywood is a source of inspiration and aspiration, showcasing stories of success, resilience, and the Nigerian spirit, and most importantly, the industry is a hub for innovation and creativity, often producing films under challenging conditions and with limited resources, which has earned it global recognition.

As Nigeria seeks to diversify its economy beyond oil, Nollywood represents a sustainable and growing sector that can attract investment and generate revenue.

Added to the foregoing advantages that are inherent in the Nollywood industry, it is expedient to opine that films produced by Nollywood often address social issues, sparking conversations and sometimes leading to societal change.

In essence, Nollywood is more than just an entertainment sector; it is a beacon of Nigerian creativity, culture, and potential. Its survival and growth are imperative for the cultural and economic vitality of Nigeria.

Without a doubt, everything must be done by actors in Nigeria to ensure that the Nollywood subsector of the entertainment industry survives as it is unarguably the heartbeat of Nigeria’s Creative Pulse