By Sulaymon Ruqoya
September 1st, 2024
Toyosi Etim-Effiong, founder of The Good Media, a leading agency focused on structuring Nigeria’s film and TV industry, believes Nollywood has outgrown Nigeria’s borders and has far greater potential on the global stage.
In a recent interview with Nollywire during the Nile Entertainment Group launch, Toyosi shared her optimism about the transformative impact that Nile Entertainment could have on Nollywood.“For a long time, I think people have been in one direction hurdled together but now we see that there is space, there is room and we’ve been called to occupy space right. It’s great to see Nile media occupying the space,” she remarked.
She emphasized her hopes for better compensation for talents in the industry, especially as competition increases, stating, “I’m looking forward to talents being remunerated even better. I believe that competition will help that. Let’s get more money in people’s pockets.”
As the CEO of Good Media HQ, Toyosi also expressed her enthusiasm about the new cinematic venture launched by Moses Babatope of Nile and Mo Abudu of EbonyLife, highlighting its potential to boost the industry.“I like the idea of more cinemas, a luxury line, I’m looking forward to that. I just want to see what that looks like and how it will be received in this landscape. It’s more jobs, you know it’s more distribution for the content created, I mean the industry is growing,” she said.
Drawing from her experience with Essence, a platform focused on global Black narratives, Toyosi discussed the necessity of enhanced marketing strategies to elevate Nollywood internationally. She reiterated that the scope of Nollywood’s stories extends far beyond Nigeria.
“I partnered with Essence for three years, getting Nollywood recognized, putting our content out there globally. I’ve always been of the opinion that Nigeria is too small to contain Nollywood. We just need to do more marketing cos that’s what it is. When we go out and we’re talking to International brands, it is marketing for Nollywood. Nollywood needs more marketing and with Nile, and the power group they have put together, I believe they know how to package the industry well, and that’s what we want—global recognition and rewards,” she concluded.