How two Nigerian producers are turning authentic storytelling into Africa’s next creative economy
Two Nigerian movie‑producers are making waves by demonstrating how cultural authenticity in filmmaking can become both an artistic strength and a viable business strategy.
Business Insider Africa
Grounding true narratives
The production The Herd, produced by Efe Ejukorlem (Airscape) and Chukwudi Ulogo (Serendipity HHC), is set in South‑West Nigeria and centres on a celebratory gathering that spirals into chaos, exposing hidden truths about loyalty, survival and human nature.
According to the producers, its appeal lies in the way it draws deeply on lived experience and local culture, turning that authenticity into cinematic capital.
A rising global appetite
Audiences on streaming platforms and globally are increasingly drawn to narratives that feel rooted and real. The article notes that African cinema is gaining momentum as stories reflecting genuine local lived experiences emerge and resonate internationally.
For example, non‑traditional investors, from tech entrepreneurs to private firms, are now backing African film productions, signalling a shift in how creative content is financed and distributed.
Strategic value of authenticity
The piece argues that in today’s market, authenticity is more than an aesthetic choice: it’s a market advantage. Ejukorlem and Ulogo believe that by staying true to cultural context, African storytelling can command both emotional engagement and economic returns.
Industry data from the article supports this: Nigeria’s film industry is identified by PricewaterhouseCoopers (PwC) as among Africa’s fastest‑growing creative sectors thanks to increasing investor participation and expanding global distribution.
Why this matters
It underlines a shift from viewing African cultural narratives as niche to viewing them as globally competitive.
It suggests that creative industries on the continent can scale by leveraging authenticity, cultural identity and local relevance.
It signals a broader opportunity for the creative economy, beyond just films, to contribute to economic growth in Africa.