In a bold move to reinforce Nigeria’s leadership in the global creative economy, the Federal Ministry of Art, Culture, Tourism and the Creative Economy has signed a landmark Memorandum of Understanding (MoU) with the Africa International Film Festival (AFRIFF), establishing the AFRIFF Film and Content Market (AFCM), a pioneering marketplace poised to reposition Africa as a major player in the global film, television and digital content industries.
The official signing took place at the Cannes Film Festival, where the Minister of Art, Culture, Tourism and the Creative Economy, Hannatu Musa Musawa, reaffirmed the Federal Government’s commitment to harnessing the creative industry as a tool for sustainable economic growth through strategic partnerships and international collaboration.
“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,” the Honourable Minister Hannatu Musa Musawa, Esq. stated.
Representing AFRIFF at the signing was its founder, Chioma Ude, whose longstanding contributions to African cinema continue to amplify the continent’s narrative on the world stage.
The ceremony was witnessed by key stakeholders including Ali Nuhu, Managing Director of the Nigerian Film Corporation, and celebrated actor and comedian, Bovi Ugboma.
Set to debut at AFRIFF 2025 in Lagos, the AFRIFF Film and Content Market will serve as a premier international hub, connecting African and global content creators, investors, distributors and policymakers.
The initiative not only strengthens Nigeria’s position as a creative powerhouse, but also aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which prioritises economic diversification through innovation and culture.
The market’s development will be guided by renowned Film and Media Industry Director, Dennis Ruh, who serves as the lead consultant on the project.
AFRIFF is also proud to announce a strategic partnership with Goldfinch International, a global entertainment finance leader with a portfolio of over $300 million deployed across more than 300 successful deals.
With a 0 per cent default rate and an average return of 11–13 per cent on its institutional lending portfolio, Goldfinch has built a strong reputation across Asia, Indonesia and the MENIA region. Led by Philip McKenzie, co-founder and COO,
Goldfinch is now expanding its global footprint into Africa, with the AFRIFF Film and Content Market as its entry point to invest in the continent’s creative infrastructure.
The agreement represents a shared vision to build a world-class platform where African and international professionals can connect to buy, sell, finance and distribute audiovisual content.
The inaugural AFRIFF Film and Content Market will feature crated showcases of African and international content, project pitch sessions connecting creators with financiers and partners.
Other include International exhibitions showcasing innovation in content production and distribution, and high-level networking events encouraging global collaboration.
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