The film industry has undergone a significant transformation globally, thanks in part to the emergence of film markets.
These markets have redefined the way films are produced, distributed, and consumed, providing a platform for industry professionals to connect, collaborate, and share ideas.
According to Shaibu Husseini, the DG of the National Film & Video Censors Board (NFCVB), “Film markets can therefore be likened to the arteries through which cinema circulates across cultures and continents.”
One such market poised to make a significant impact is the AFRIFF Content Market (AFCM), a groundbreaking initiative set to debut in Lagos, Nigeria.
While commending Chioma Ude, founder of AFRIFF, he said this market promises to bridge the gap between African creatives and global industry stakeholders, offering a dynamic platform for content creators, investors, distributors, and policymakers to converge.
The AFRIFF Content Market is designed to provide a platform for African filmmakers to connect with distributors, sales agents, financiers, and partners from across the world.
According to Husseini, “The AFRIFF Content Market is more than a new platform; it is a declaration that Africa is ready to move from mere content creation to structured, global content commerce.”
He also notes that “It is at film markets that deals are struck—films licensed, projects funded, co-productions initiated, and distribution networks expanded.”
The market will feature curated showcases of African and international content, project pitch sessions, international exhibitions showcasing innovation in content production and distribution, and high-level networking events.
Dennis Ruh, director of Seriesly Berlin Festival and former head of the European Film Market, highlighted the importance of film markets, stating that they provide infrastructure for participants, serve as an international meeting point, and offer platforms for discussion and knowledge sharing.
Victor Sanchez Aghahowa, screenwriter, director, and showrunner, emphasised the importance of authenticity in pitching, stating that “Pitching works when it is authentic.” He also notes that “People buy because they have a need,” and advises filmmakers to listen for feedback and understand the problems they are solving for buyers.
Other industry professionals shared their experiences and insights on navigating film markets. Victor Okpala, Ace director and CEO of Dope 7 Media, noted that attending film markets can be a valuable investment, stating that “I have invested in attending film markets and I have never regretted.”
He advised filmmakers to be open to opportunities and to always have something to sell.
Chioma Onyema, film programmer, filmmaker, director, and founder of Raconteur Productions, shared her experience of attending film festivals, stating that it can be overwhelming at first, but it’s a great way to form relationships and learn from others.
She advised filmmakers to be open to what they will receive and to consider the full scope of their projects, including financial plans and budget.
Enyi Omeruah, creative producer and entrepreneur, noted that attending film markets can lead to valuable learnings and business opportunities, including book auctions and financing for projects.
He emphasised the importance of packaging and presenting ideas effectively, stating that “People want to hear what we have to say, but it is about packaging it and bringing it to bear.”
According to Chioma Ude, founder of AFRIFF, “everyone is looking for something. Producers are looking for African stories, foreign filmmakers are looking for African stories, and companies are seeking scripts they can fund and align with their own DNA—products, services, and more.
“I encourage us all to remain open to ideas and opportunities. Even if something feels unfamiliar, take the chance to network beyond the usual circles. There is a growing demand for content and intellectual property, and we are at the center of global cultural trends. On October 2, we will host our final parlay for the festival and the market. I look forward to seeing you there.”
The AFRIFF Content Market is a significant step towards positioning Africa as a major player in the global film industry. As Husseini puts it, “Today, we plant a seed that, with careful nurturing, will grow into Africa’s own Cannes, Berlin, or Santa Monica.” With its debut scheduled for November 3-6, 2025, in Lagos, Nigeria, the market is poised to make a lasting impact on the industry.
