Former Lagos Commissioner Steve Ayorinde Discusses Nollywood's Rise on Netflix
Steve Ayorinde, the former Lagos Commissioner for Information and Strategy, addressed the media on Wednesday during the unveiling of the nominee list for the 2024 Africa Movie Academy Awards (AMAA). Ayorinde, who has also served as the Commissioner for Tourism, shared insights on why Nollywood films are gaining traction on streaming platforms like Netflix.
Credited as one of Nigeria’s leading film and art critics, Ayorinde praised the AMAA for spotlighting the country’s filmmakers. “AMAA has given filmmakers confidence and a platform to showcase their work to the world, demonstrating that something great is happening here. Anyone nominated in any of the categories now has the world as their playground,” he stated.
He emphasized the significance of the AMAA, saying, “Your Hollywood, Cannes Film Festival, and Amazon Prime Video are waiting to see the AMAA winners this year so they can talk business. AMAA provides the platform to expose filmmakers to international collaborators, which is probably one of the biggest opportunities they can get.”
Ayorinde attributed the interest of platforms like Netflix in Nollywood films to the “quality storytelling, unique narratives, and artistic and technical expertise” found in these productions. He expressed confidence in Nollywood’s ability to compete globally: “In terms of the technical and artistic aspects, I think we can compete anywhere, with anyone. However, there are global politics that may affect people from certain parts of the world.”
He continued, “Our films display qualities that resonate with audiences, which is why Netflix and others are interested in the stories we tell.”
Despite the progress Nollywood has made, Ayorinde acknowledged ongoing challenges in global content distribution. “Distribution can be a challenge, which is a different scenario from how our films are marketed,” he explained.
“However, in terms of raw materials, we are ready. We have the talent and technical expertise of individuals trained in the best schools alongside the best filmmakers. Our people are equipped to take on the world, though there is still a need for improvement,” he concluded.
