Day five of the 15th edition of the Africa International Film Festival (AFRIFF) saw filmmakers, content creators and other industry professionals gather at Twin Waters, Lagos, for the African Film Content Market, which featured six panel sessions discussing different aspects of Africa’s growing creative industry.

The event opened with a panel discussion on intellectual property, setting the tone for conversations around ownership, creativity and the business of African content.

Beyond the panel discussions, day five also featured a micro-drama pitch competition, with Shank Comics, Ryonne, Toluwani George, Issa Sissiko and Ejiro Onokpaseh serving as jurors.

One of the notable sessions, titled Audience of the Future: The New Wave of Content, featured content creators Taaooma, Natshe Jemide, Toluwani George and Hero Daniels as the moderator, share their experiences navigating the content creation industry.

 

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During the discussion, Taaooma spoke about the importance of having a job alongside content creation, highlighting the need for creators to have another source of income while building their platforms. She also described getting low views on content as a ‘ritual’, acknowledging that fluctuating engagement is part of the creator experience.

Another panel session, titled The Creator Economy: YouTube, TikTok, and Independent Distribution, featured Stan Nze, Bolaji Ogunmola, Blessing Obasi-Nze, Frederick Leonard and Tope Olowoniyan.

 

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During the conversation, a question was raised about how aspiring filmmakers could get their first opportunity and find their way into the industry. Responding to the question, Bolaji Ogunmola encouraged aspiring filmmakers to start wherever they can, even in roles such as personal assistant or stylist. She explained that her journey to becoming a producer was shaped by learning different aspects of filmmaking, emphasising that understanding the industry beyond one role can open doors to bigger opportunities.

The conversation around the future of African cinema also took stage during a panel session titled The Billion Dollar Story: Positioning African Cinema as a Global Contender. The session featured Eku Edewor as moderator, Femi Adebayo, Yaya DaCosta, Jemilah Alghali and Ifeoma Chukwuogo.

 

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During the discussion, Femi Adebayo shared his perspective on the ongoing conversation between cinema releases and streaming platforms. He noted that out of 10 filmmakers, most would likely choose Netflix, but he personally appreciates both platforms. Putting the financial considerations aside, he described the cinema experience as more adventurous for viewers and expressed his desire to contribute to keeping that experience alive as a filmmaker.

Overall, the African Film Content Market brought together different sides of the creative industry, from content creation and filmmaking to intellectual property, digital distribution and micro-drama production. The panel discussions and pitch competition provided an opportunity for industry professionals to exchange ideas, share experiences and explore new opportunities within Africa’s evolving creative economy.