AFRIFF unveils plans to elevate African content market globally

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The Africa International Film Festival (AFRIFF) has laid out a strategic roadmap for its upcoming film market, established to reposition the continent as a major player in the global content economy.

The market, AFRIFF Film and Content Market (AFCM), is expected to feature curated showcases of African and international content, connect creators with financiers and partners, and encourage global collaboration.

The Founder of AFRIFF, Ms Chioma Ude, disclosed this in a statement on Friday in Lagos.

According to Ude, the industry is going through a phase where a film and content market can significantly affect the nation’s industry in several ways.

She said the film and content market could attract both improved quality and cultural benefits to the film industry.

“A film and content market is the economic pulse of the industry.

“It’s where scripts are pitched for consideration, where films are funded, bought and sold.

“A film and content market attracts larger investments from global film-making companies and streaming services, leading to higher revenue and growth,” she said.

Ude said the festival would begin with training and educating the industry professionals about expectations and benefits of a film market before it actually takes off.

She said the deliverables expected from AFRIFF included bringing buyers streaming platforms, sellers, countries, and brands interested in films to be part of pitching sessions and panels.

“Also, television stations locally and globally interested in African cinema and TV stations that want to buy foreign content.

“The content market will bring together investors and investment companies that are interested in the country,” she said.

She said AFRIFF also planned to introduce a technology focused component with the inclusion of artificial intelligence companies.

The News Agency of Nigeria (NAN) reports that the Federal Ministry of Art, Culture, Tourism and the Creative Economy recently signed a Memorandum of Understanding (MoU) with AFRIFF to establish AFCM.

The MoU, which was signed on the sidelines of the Cannes Film Festival, marked a significant milestone in the country’s efforts to transform its creative economy into a vehicle for international engagement and tourism development.

The market is expected to debut at AFRIFF 2025.