In the last decade, the Nigerian entertainment industry has seen monumental changes. From the rise of Afrobeats dominating global charts to Nollywood productions streaming on international platforms, the progress has been undeniable. However, as someone who has lived and worked within this ecosystem, I’ve witnessed firsthand the challenges that came with the advent of foreign investors and DSPs (Digital Service Providers). While their entry was heralded as a new dawn, it has revealed a bitter truth: not all that glitters is gold.
The Netflix Fallout: A Symptom of Deeper Issues
The recent announcement of Netflix canceling advance deals with production companies in Nigeria sent ripples through the creative industry. For some, it was a shock. For others, like myself, it was an inevitable reckoning. Over the years, I’ve watched production houses transition from grassroots operations to cash-fueled giants with little to show for it.
The problem wasn’t a lack of talent or even funding—it was a lack of accountability and vision. Script hunting, which once defined the integrity of filmmaking, was replaced with a preference for what would please investors. Stories lost their depth, budgets were mismanaged, and the pursuit of consumer satisfaction gave way to a fixation on numbers.
In this Netflix saga, one can’t help but draw parallels to the Nigerian music industry. Distribution agencies dangled advances in front of artists, prioritizing streams over substance. Similarly, in Nollywood, numbers became the be-all and end-all, sidelining creativity, innovation, and cultural storytelling.
Diluted Creativity and Gatekeeping
The entry of foreign investors was supposed to be a lifeline for the industry—a chance to amplify our stories on a global stage. Instead, it exposed cracks in our system. Producers, armed with unprecedented funds, began to prioritize personal gain over quality productions.
The results?
- Repetitive Content: Pre-colonial settings with little originality have become the norm.
- Limited Talent Discovery: The same faces dominate our screens, while fresh talent remains in the shadows.
- Lack of Narrative Depth: Twist plots and diverse storytelling have taken a back seat.
Gatekeepers capitalized on the influx of funds, creating a system where creativity was stifled, and mediocrity thrived. It’s disheartening to see such opportunities squandered, especially when these investments were meant to deepen our cultural influence globally.
Is Foreign Investment a Blessing or a Curse?
As creatives, many of us wrestle with this question daily. Did the arrival of foreign investors and DSPs save us, or did it magnify the existing socio-economic issues in our country? Or, perhaps, is greed the root cause of this malaise?
These platforms have undoubtedly opened doors, but at what cost? The decline in the quality of Nigerian music and films suggests that something fundamental has gone wrong. Instead of serving as a bridge to global recognition, the influx of funds seems to have dulled our creative edge.
Moving Forward: A Call for Change
The exit of Netflix might be the wake-up call we need. It’s time for the creative industry to return to its roots—collaboration, storytelling, and innovation. Here are a few steps we can take:
- Reimagine Collaboration: Smaller budgets don’t mean smaller ideas. By pooling resources and talents, we can create impactful films and music that resonate deeply.
- Support Emerging Talent: Younger creatives need platforms to showcase their skills. This includes fair auditions, open opportunities, and mentorship programs.
- Accountability Measures: Associations and communities within the creative industry must implement strict guidelines to prevent corruption and ensure the proper use of funds.
- Government Intervention: Intentional investment in the entertainment sector can drive economic growth, create jobs, and enhance cultural diplomacy.
A Glimpse of Hope
We’ve come a long way from where we were 20 years ago, but we still have a long journey ahead. The Nigerian creative industry is a treasure trove of talent, and with the right systems and support, it can thrive sustainably.
The exit of foreign investors doesn’t have to be the end—it could be the beginning of a renaissance. We have the stories, the talent, and the drive to make our mark on the global stage. It’s time we put them to good use.
Omobosola Karimat Alaka is a creative executive and artist with over a decade of experience in the Nigerian music and entertainment industry. This piece reflects her journey, observations, and hopes for the future of the creative economy.
