Toyosi Etim-Effiong: A Driving Force Behind Nollywood’s Global Success

Remember last year when we raved about Nigeria at Essence, in my BellaNaija Essence article? Well, this year’s Nigeria panel on Saturday took things to another level. Themed “Building Bridges: Collaborating with Nollywood for Global Success,” the event showcased the extraordinary impact of Toyosi Etim-Effiong, a pivotal figure in the Nigerian movie industry. Convened by the ever-resourceful Toyosi, the panel highlighted her significant contributions to Nollywood’s burgeoning global influence.

A pivotal moment on Essence Sunday’s roster, July 7th, 2024; was the Global Panel on Representation, themed “Authentic Global Storytelling.” The panel featured notable personalities including Nicole Amarteifio, the creator of “An African City,” a former CAA agent, Ozi Menakaya, Nigerian creator of “Beyond the Veil,” Jamaican filmmaker Tanya .E. Taylor, British Caribbean actor Aml Ameen, Northern Nigeria’s Nadine Ibrahim, and a representative from Universal, Sipho Dlamini, known for including the African music we all loved on the music of “Black Panther” and other Hollywood blockbusters we know and love. Moderated by Juliet Ibrahim, the discussion centered around the challenges and opportunities in global storytelling. Distribution emerged as a critical topic, highlighting the disparities between African markets and other regions. An executive explained why Apple TV, for example, is more inclined towards South Africa over Nigeria, attributing this to billing issues within Nigerian financial institutions, which is currently being solved. The consensus was clear: African storytellers must own their narratives and actively network to gain global recognition. Mekdese Haile, a young producer’s question about how prepared we are to embrace cinematic consumer behavior in the future of Africa given that by 2050, our continent will have the highest youth population worldwide, with one in four people on the planet being African according to the New York Times. It’s a reminder on the very promising future of African cinema resonated with the panel, reinforcing the sentiment that it is indeed Africa’s time to shine.

Toyosi Etim-Effiong stands as a transformative figure in the African movie industry. Through her tireless efforts and visionary leadership, she has been instrumental in catapulting Nollywood to the global stage. Her passion for the industry shines through in her relentless drive to foster international collaborations, opening unprecedented avenues for Nigerian filmmakers and actors. Thanks to Toyosi, African stories are not only being heard but celebrated on a worldwide scale.

Moreover, Toyosi’s efforts in liaising with film festivals and industry conferences have been crucial in providing Nigerian talent with the exposure and networking opportunities needed to succeed internationally.

Toyosi’s influence extends beyond just creating opportunities for established professionals. She is deeply committed to nurturing the next generation of talent in the Nigerian movie industry. One notable initiative is her mentorship program, which pairs young filmmakers with seasoned industry veterans. This program has already produced several successful directors and producers who credit Toyosi’s guidance and support as key to their careers.

Her strategic vision for Nollywood also includes advocating for better industry standards and practices. Toyosi has been at the forefront of campaigns to improve working conditions, secure fair contracts for actors and crew members, and promote sustainable practices within the industry. Her efforts have led to significant policy changes and a more professional and equitable working environment in Nollywood.

Adding a personal touch to her professional endeavors, Toyosi is known for her hands-on approach and her ability to inspire those around her. Colleagues and mentees often speak of her unwavering support, her infectious enthusiasm, and her unshakeable belief in the potential of Nollywood. Her leadership style is characterized by empathy and empowerment, making her a beloved figure in the industry.

Throughout the event, Toyosi spoke passionately about the importance of exposure and the global reach of Nollywood. Her insightful questions and strategic initiatives have consistently championed the interests of Nollywood, showcasing her deep understanding of the global film market. Toyosi’s role goes beyond just convening panels; she is a catalyst for change, working behind the scenes to create platforms for Nigerian talent to shine on the world stage.

This year’s Nigeria panel at Essence was a resounding success, thanks in part to Toyosi’s visionary leadership and dedication to Nollywood. Her contributions have not only elevated Nollywood’s global footprint but also inspired countless individuals within the industry. As Toyosi Etim-Effiong continues to break barriers and build bridges, the future of Nollywood looks brighter than ever. Her upcoming projects promise to further cement her legacy as a trailblazer in the African movie industry, leaving us eagerly anticipating the next chapter in her remarkable journey.