The Africa International Film Festival (AFRIFF) has unveiled a strategic roadmap for its forthcoming film market, aimed at repositioning the continent as a key player in the global content economy.
The initiative, known as the AFRIFF Film and Content Market (AFCM), is set to feature curated showcases of both African and international content, foster connections between creators, financiers, and partners, and promote global collaboration.
Founder of AFRIFF, Ms Chioma Ude, announced the development in a statement issued on Friday in Lagos.
According to Ude, the industry is at a point where a structured film and content market could significantly influence its growth and impact.
She noted that such a market could enhance both the quality and cultural value of film production across the continent.
“A film and content market is the economic heartbeat of the industry,” she stated.
“It is where scripts are pitched, where films are funded, bought, and sold. A vibrant market attracts greater investment from global studios and streaming platforms, resulting in increased revenue and industry expansion.”
Ude explained that AFRIFF would commence by training and sensitising industry professionals on the purpose and benefits of a content market ahead of its formal launch.
She added that AFRIFF’s objectives include bringing together buyers, streaming platforms, sellers, countries, and brands with an interest in film, facilitating pitching sessions and panel discussions.
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“This also extends to local and international television broadcasters interested in African cinema, as well as those seeking foreign content,” she said.
“The content market will serve as a convergence point for investors and investment firms keen on engaging with the Nigerian creative sector.”
She further revealed that AFRIFF plans to introduce a technology-driven component, incorporating artificial intelligence companies into the market ecosystem.
The Federal Ministry of Arts, Culture, Tourism, and the Creative Economy recently signed a Memorandum of Understanding (MoU) with AFRIFF to establish AFCM.
The agreement, signed on the sidelines of the Cannes Film Festival, represents a major milestone in Nigeria’s bid to transform its creative economy into a platform for international engagement and tourism development.
The film and content market is expected to debut at AFRIFF 2025.
