By Patience Chat Moses
The Nigerian film industry, Nollywood, has witnessed a significant shift due to the increasing change of trends in the digital world. The rise of YouTube as a platform for film distribution seems to have opened new avenues for filmmakers.
From Ruth Kadiri to Uche Nancy, Uchenna Mbunabo and many others, most Nollywood filmmakers have now embraced the YouTube streaming model.
This trend has however raised questions about the quality and sustainability of Nollywood’s cinematic culture and heritage.
One prominent figure bringing this concern to the spotlight is veteran actor Kanayo O. Kanayo.
Kanayo, a household name and celebrated figure in Nollywood, has been a strong pillar of the industry for decades. His illustrious career, marked by numerous iconic roles and accolades, lends weight to his observations about the current trajectory of Nigerian filmmaking. Recently, he has gone vocal about the surge in YouTube film producers, questioning whether this trend bodes well for the industry’s future.
In an Instagram post on his official IG handle, Kanayo highlighted the allure of YouTube and similar platforms for content creators seeking wider reach and reduced production costs.
However, he cautioned against the bandwagon effect that could ultimately undermine the quality and sustainability of Nollywood productions.
While expressing his disappointment, Kanayo noted the prevailing trend of actors launching their own YouTube channels and prioritizing personal projects over collaborative efforts with seasoned producers. He lamented the potential consequences of this shift, warning of ridiculous movie budgets, dangerous work environments, and unethical practices.
Kanayo reiterated the importance of professionalism and sustainability in filmmaking, criticizing the unsustainable practices of demanding exorbitant fees for one-day shoots without considering the long-term implications.
He urged industry stakeholders to prioritize lasting videography and create procedures for sustainable content creation.
In an interview with journalists, Kanayo expressed his apprehensions, stating that, “While YouTube provides a platform for many aspiring filmmakers, it is important to consider the implications of this trend on the quality of our films they produce. The ease of access to YouTube can sometimes compromise the meticulous process of filmmaking, which requires time, effort, and substantial resources,” he said.
One of the pressing issues highlighted by the prominent actor is the need for more professionalism and unsustainable practices among some actors and filmmakers.
“Take, for instance, the whole irony of a one-day shoot is not sustainable—some of them now make it so difficult for producers and tell you one day shoot is N1 million or N1.5 million. It is not sustainable.
“For every person who gives you a job, he wants it done. So they pack you with enough to finish in one day—30 scenes, 35 scenes. Most of you think you’re enjoying and giving conditions. ‘I’m fully booked for the next six months; I’m doing this” in your house. I hope you enjoy good health like those of us who started 35-38 years ago because your actions are unsustainable.
“Earn all your money, but then the disservice you do to professionalism will not last long. YouTube will not last long as a platform in Nigeria. Most actors in Nigeria have created their own channels and stopped working for other producers. That’s not a way to build the industry. You need to lend your service to other people. Yes, we’re all creating content, but we need each other. That is the spirit with which Nollywood came about,” he added.
Kanayo’s concerns are not strange. The rise of YouTube content has democratized film production, allowing virtually anyone with a camera and an internet connection to share their work with a global audience. This democratization which undoubtedly seems positive, offers opportunities to new talent and voices.
However, it also poses challenges, particularly regarding the maintenance of production standards and quality.
“The essence of Nollywood,” Kanayo continues, “lies in its ability to tell compelling stories that resonate with our culture and experiences.
“There is a risk that the rush to produce and upload content on YouTube could lead to a dilution of our storytelling craft.”
Kanayo’s call for a balance between accessibility and quality reflects a broader concern within the industry. As Nollywood battles the implications of digital transformation, it is essential to find ways to support both emerging filmmakers and established professionals.
This support could come in the form of training programs, funding opportunities, and platforms that encourage high-quality production.
Furthermore, Kanayo highlights the importance of mentorship in this new digital era. “Experienced filmmakers have a responsibility to guide the younger generation,” he said. “We need to instill in them the values of dedication and excellence that have been the bedrock of Nollywood.”
On their own part, Nollywood filmmakers opined that YouTube prevents piracy and is more accessible than other streaming platforms like Netflix, Prime Video, and Showmax.
They noted that streaming their movies exclusively on YouTube has helped to control the distribution of their work, fight piracy, and increase their earnings.
Also, a report released in 2023 by Rest of World, a nonprofit publication that challenges expectations about whose experiences with technology matters revealed that most Nollywood filmmakers see YouTube as the most democratic platform so far.
According to the report, a Nigerian film critic, Oris Aigbokhaevbolo noted that for low-budget productions, YouTube has had the most impact. For those who have built a following on the platform, there’s no real revenue sharing, unlike cinemas,” he said.
“There are also lower expectations of quality — something Nollywood loves. You don’t have to shoot in multiple locations, even if your script calls for it. Low costs, dollars, obscure revenue sharing. What’s not to love?”
He added that international platforms like Netflix, Prime Video, and Showmax are picky, which makes it harder for low-budget films to meet their standards.
As YouTube continues to grow as a vital platform for film distribution, it is mandatory to strike a balance that upholds the quality and integrity of Nigerian cinema thus, Kanayo O. Kanayo’s concerns about the increasing rate of YouTube film producers serve as a timely reminder.
With this, stakeholders in the Nigerian film industry need to adapt to technological advancements without losing sight of the core principles that have sustained Nollywood’s growth.
Reflecting on Nollywood’s evolution, Kanayo emphasized the need for a concerted effort to address the challenges facing the industry and preserve its legacy.
He called on actors and filmmakers to uphold professionalism, reject unsustainable practices, and work collaboratively towards the industry’s growth and sustainability.
The future of Nollywood lies not just in embracing new platforms but also in ensuring that these platforms are used to enhance, rather than undermine the rich legacy of Nigerian filmmaking. Enthusiasts and industry experts have noted that, the industry evolves; it must do so with a keen eye on preserving its unique identity and commitment to storytelling excellence.
