The Evolution of Film Distribution in Yoruba Nollywood: From Traditional to Digital Media

By Taiwo Okanlawon

For one, I do not foresee the film industry in Nigeria, especially the Nollywood Yoruba developing without the significant effort of distribution companies. Over decades film has been a greater tool for various aspects of human endeavours. It has been a tool for education. It has been an apparatus for entertainment, and also a tool for social change and reformation. But without the distribution department, can it transcend beyond the vacuum or have a wider acceptance in Nigeria, Africa, and beyond?

However, the Yoruba sector of Nollywood, a thriving component of Nigeria’s film industry, has undergone a profound transformation in film distribution. This evolution, spanning from humble beginnings to the current digital era, has been marked by the implementation of innovative distribution strategies, the leveraging of technological advancements, and a keen understanding of shifting consumer behaviors and preferences.

Therefore, in the 1990s, Yoruba Nollywood films were primarily distributed through traditional channels, since there was little or no technology. These included the sale of films on VCDs and DVDs, which were widely available in markets and video rental stores. A limited number of cinemas in major cities like Lagos and Ibadan also screened Yoruba films. Additionally, films were sold by street vendors and market traders, often in pirated form. These traditional distribution methods had limitations, including restricted reach, high costs, and rampant piracy.

The advent of digital technology revolutionized film distribution in Yoruba Nollywood. Key developments included the emergence of online platforms, mobile phones, and digital marketplaces. Websites like YouTube, Vimeo, and Naijapals began hosting Yoruba films, expanding their reach to a global audience. The proliferation of mobile devices enabled consumers to access Yoruba films on-the-go. Online stores like iTunes, Google Play, and Amazon Prime started offering Yoruba films for download or streaming. Digital distribution increased accessibility, reduced costs, and provided new revenue streams for filmmakers and film producers.

The rise of streaming services and Video-on-Demand platforms has transformed the Yoruba Nollywood distribution landscape. Global streaming giants like Netflix, Filmone, Prime Video, and Amazon Prime have begun acquiring and producing Yoruba content, introducing it to a broader audience. Local streaming platforms like Showmax, IbakaTV, IrokoTV, NollywoodTV, and YorubaTV offer a vast library of Yoruba films, catering to the growing demand for online content. Video-on-Demand platforms like Dobox and Cinefy provide pay-per-view and subscription-based models for accessing Yoruba films. Streaming and VOD have further expanded the reach of Yoruba Nollywood, offering convenience, flexibility, and a wider selection of content.

Despite the progress made in film distribution, Yoruba Nollywood still faces challenges. Piracy remains a significant threat, with many films being illegally reproduced and distributed. Limited internet penetration and inadequate digital infrastructure in some regions hinder the widespread adoption of streaming and VOD services. The need for high-quality, engaging content that appeals to diverse audiences remains a pressing concern. However, these challenges also present opportunities for innovation and growth. Educating consumers about the benefits of legitimate streaming and VOD services can help combat piracy. Investing in digital infrastructure can expand access to streaming and VOD services, driving growth and revenue. Producing content that caters to diverse tastes and preferences can attract new audiences and increase revenue streams.

Consequently, with the above submission, there is still a need for us to mention the contribution of some figures that have contributed hugely to this course. Adekanla Aderinola Desalu, popularly known as Deza the Great, has made significant contributions to the evolution of film distribution in Yoruba Nollywood. With over 150 movies to his credit, Deza has played a crucial role in shaping the industry’s distribution landscape. His involvement in various film projects has helped bridge the gap between producers, distributors, and audiences, facilitating the growth of Yoruba Nollywood.

Deza’s influence extends beyond his acting career. As a business advisor and banker, he has leveraged his expertise to develop innovative distribution strategies, increasing access to Yoruba Nollywood content. His commitment to promoting Yoruba culture and language through film has also contributed to the industry’s growth and recognition. By pushing the boundaries of film distribution in Yoruba Nollywood, Deza has paved the way for future generations of filmmakers and actors.

Likewise, Mo Abudu has made significant contributions to the African media landscape through her pioneering work with EbonyLife TV. Her productions, such as the series ‘The Governor’ and ‘Castle & Castle’, have provided nuanced portrayals of African culture, highlighting its depth and complexity. Mo’s influential films, including ‘Wedding Party’, have ushered in a new era of Nigerian cinema, characterized by glamorous and youth-focused storytelling that showcases the country’s rich cultural heritage.

Also, Tunde Kelani, popularly known as TK, is a highly acclaimed filmmaker who has made an indelible impact on the Nigerian movie industry. With over 50 film productions to his name, Kelani has consistently demonstrated his passion for showcasing indigenous culture and mythology. His iconic films, such as ‘O Le Ku’, ‘Ma’ami’, ‘Irapada’, ‘Omo Bini’, ‘Mokalik’, and ‘Thunderbolt: Magun’, have captivated audiences and earned him widespread recognition. Kelani’s outstanding contributions to Nigerian cinema have been acknowledged through numerous awards, including Best Picture and Best Cinematography from the African Movie Academy Awards.

Last on the list is Jadesola Osiberu, a prominent filmmaker in the Nigerian movie industry, recognized for her exceptional storytelling and directing skills. Her notable works include ‘Gangs of Lagos’, ‘Brotherhood’, ‘Isoken’, ‘Gidi Up’, and ‘The Juice for Ndani TV’. Jadesola has received several awards and nominations for her outstanding contributions to the industry, including an African Movie Academy Award nomination for Best Director and the Best Filmmaker award at the 2018 Africa Magic Viewers’ Choice Awards. Additionally, she has partnered with Prime Video on two significant projects.

In conclusion, the evolution of film distribution in Yoruba Nollywood reflects the industry’s resilience, adaptability, and creativity. From traditional distribution methods to the current digital era, Yoruba Nollywood has navigated challenges and seized opportunities to grow and thrive.