Nigeria has taken a historic step in redefining Africa’s place in the global creative economy with the launch of the AFRIFF Film and Content Market (AFCM), a groundbreaking initiative resulting from a strategic partnership between the Federal Ministry of Art, Culture, Tourism and the Creative Economy and the Africa International Film Festival (AFRIFF).
The landmark Memorandum of Understanding (MoU) was signed at the prestigious Cannes Film Festival by the Honourable Minister, Hannatu Musa Musawa, Esq., and AFRIFF’s founder, Chioma Ude. The event was witnessed by prominent stakeholders including Ali Nuhu, Managing Director of the Nigerian Film Corporation, and renowned comedian and actor, Bovi Ugboma.
Speaking at the signing, Minister Musawa described the initiative as a key part of the Federal Government’s strategy to harness Nigeria’s creative assets for sustainable economic development. “The creative industry is one of our nation’s most valuable assets, and we are intentional about nurturing it into a sustainable driver of economic growth. This partnership is not just a milestone for the film sector, but a major leap in our creative and cultural diplomacy,” she stated.
The AFRIFF Film and Content Market is scheduled to debut at AFRIFF 2025 in Lagos and will serve as a premier international hub for content creators, investors, distributors, and policymakers. The initiative supports the objectives of President Bola Ahmed Tinubu’s Renewed Hope Agenda, which prioritises economic diversification through innovation and culture.
The market will be led by internationally recognised media strategist Dennis Ruh, and will feature curated showcases of African and international content, pitch sessions, exhibitions on content production innovation, and high-level networking events to drive global collaboration.
Adding significant financial weight to the initiative is AFRIFF’s newly announced partnership with UK-based entertainment finance giant, Goldfinch International. The company, with over \$300 million in deployed funds and a 0% default rate, is now extending its global reach to Africa through the AFRIFF Film and Content Market. Philip McKenzie, co-founder and COO of Goldfinch, expressed strong confidence in the African market and reaffirmed the company’s commitment to developing the continent’s creative infrastructure.
Chioma Ude, the visionary behind AFRIFF, hailed the initiative as a turning point for African cinema. “This is more than a market; it’s a movement to showcase Africa’s storytelling power and connect our creators with the world.”
The collaboration aims to transform Lagos into a creative epicentre for the continent and provide Nigerian filmmakers and creative entrepreneurs with direct access to international financing and distribution channels.
As preparations gear up for the market’s debut, the AFCM is being positioned as a landmark development that will bolster Nigeria’s standing as a global creative hub and ignite new opportunities across Africa’s booming film and digital content industry.