In a bold move that promises to redefine Africa’s footprint in the global creative economy, the Africa International Film Festival (AFRIFF) has launched the AFRIFF Film and Content Market (AFCM), a new international marketplace for film, television, and digital content. The announcement was made during a high-profile event in Cannes on Tuesday, May 20, marking a historic moment for African storytelling and investment in the creative industry.
In partnership with Nigeria’s Federal Ministry of Arts, Culture, Tourism, and Creative Economy, the launch was formalised through a memorandum of understanding signed by AFRIFF founder Chioma Ude. Key stakeholders attended the event, including Ali Nuhu, Managing Director of the Nigerian Film Corporation; renowned Nigerian comedian and filmmaker Bovi Ugboma; and Nigeria’s Minister of Art, Culture, and the Creative Economy, Hannatu Musawa.
A New Chapter for African Content
Set to debut at the 2025 edition of AFRIFF in Lagos, Nigeria, AFCM will serve as a dynamic platform for content creators, investors, distributors, and policymakers worldwide. It will include curated content showcases, pitch sessions for new projects, international production and distribution technologies exhibitions, and networking sessions aimed at forging cross-border partnerships.
Dennis Ruh, former Director of the European Film Market (EFM), is heading the initiative as lead consultant, a move that signals AFCM’s ambition to operate at the same level as its European and North American counterparts.
Chioma Ude, known for her pioneering work in building AFRIFF into one of Africa’s most respected film festivals since its inception in 2010, emphasised the importance of the market in bridging Africa’s storytelling with global business opportunities.
“AFRIFF has always been about empowering African voices,” said Ude. “With AFCM, we’re taking that empowerment to the next level by giving filmmakers a platform to be seen, also an avenue to get funded, distributed, and globally appreciated.”
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A Government-Backed Vision
In her remarks at the launch, Minister Hannatu Musawa underscored the Nigerian government’s commitment to unlocking the creative sector’s economic potential.
“One of the ways we are cultivating growth is by partnering with the private sector and working with key industry players to create a truly enabling environment,” Musawa said. “This is pivotal to our push to propel Nigeria’s creative economy to greater heights.”
Her presence in Cannes, often dubbed the “Olympics of film,” reflects a broader strategy to position Nigeria and Africa more widely as a key player in global creative markets.
A Gold-Stamped Collaboration
Further solidifying its global ambitions, AFRIFF announced a new partnership with Goldfinch International, a UK-based financier and production group known for backing innovative entertainment ventures. Goldfinch will use AFCM as a launchpad for a slate of Africa-focused initiatives, details of which will be revealed in the coming months.
“Investors are hungry for authentic, diverse stories, and Africa is bursting with them,” said a representative from Goldfinch. “We see this market as the future.”
Bringing the World to Lagos
AFCM’s launch not only spotlights African creatives but also positions Lagos as a hub of innovation and exchange in the global film economy. With the city’s energetic film community already a linchpin of Nollywood, the world’s second-largest film industry, the stage is set for Lagos to welcome the world in 2025.
While the official dates for AFCM’s debut are still to be confirmed, the excitement it has already generated is palpable.
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Frequently Asked Questions
What is AFCM?
The AFRIFF Film and Content Market (AFCM) is a new international platform for the buying, selling, and showcasing film, TV, and digital content. It aims to connect African creatives with global investors, distributors, and policy influencers.
When and where will AFCM take place?
AFCM will debut in Lagos, Nigeria, during the 2025 edition of AFRIFF. The specific dates will be announced in the coming months.
Who can participate in AFCM?
AFCM is open to filmmakers, content creators, investors, distributors, policymakers, and exhibitors worldwide who are interested in African and international film and digital content.
Why is this important for Africa’s film industry?
AFCM offers a formal marketplace that allows African content to be monetised globally, encouraging sustainable production and international recognition for African stories.
What role is the Nigerian government playing?
The Federal Ministry of Arts, Culture, Tourism, and Creative Economy is a strategic partner in AFCM’s development, underscoring its importance to Nigeria’s broader economic and cultural strategy.
How does Goldfinch International fit in?
Goldfinch International is partnering with AFRIFF to support financing and development initiatives aimed at African creators. It will use AFCM as a springboard to launch new projects on African talent and narratives.
How does this affect Nollywood?
The Nigerian film industry, or Nollywood, can gain increased funding, global exposure, and new distribution opportunities, helping local filmmakers compete on the world stage.
Can international companies participate?
Yes. AFCM is designed to be an international hub and welcomes participation from global companies looking to engage with African content and collaborators.
