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Nollywood’s Influence In Africa? ‘We Can Tell Our Own Stories Now’

Nollywood’s Influence In Africa? ‘We Can Tell Our Own Stories Now’

From NewYorkTimes. Story by Norimitsu Onishi.

The stories told by Nollywood, Nigeria’s booming film industry, have emerged as a cultural phenomenon across Africa, the vanguard of the country’s growing influence across the continent in music, comedy, fashion and even religion.

Nigeria, Africa’s most populous nation, overtook its rival, South Africa, as the continent’s largest economy two years ago, thanks in part to the film industry’s explosive growth. Nollywood is an expression of boundless Nigerian entrepreneurialism and the nation’s self ­perception as the natural leader of Africa, the one destined to speak on the continent’s behalf.

“The Nigerian movies are very, very popular in Tanzania, and, culturally, they’ve affected a lot of people,” said Songa wa Songa, a Tanzanian journalist. “A lot of people now speak with a Nigerian accent here very well thanks to Nollywood. Nigerians have succeeded through Nollywood to export who they are, their culture, their lifestyle, everything.”

Nollywood generates about 2,500 movies a year, making it the second biggest producer after Bollywood in India, and its films have displaced American, Indian and Chinese ones on the TVs that are ubiquitous in bars, hair salons, airport lounges and homes across Africa.

The industry employs a million people — second only to farming — in Nigeria, pumping $600 million annually into the national economy, according to a 2014 report by the U.S. International Trade Commission. In 2002, it made 400 movies and $45 million.

Nollywood resonates across Africa with its stories of a precolonial past and of a present caught between village life and urban modernity. The movies explore the tensions between the individual and extended families, between the draw of urban life and the pull of the village, between Christianity and traditional beliefs. For countless people, in a place long shaped by outsiders, Nollywood is redefining the African experience.

“I doubt that a white person, a European or American, can appreciate Nollywood movies the way an African can,” said Katsuva Ngoloma, a linguist at the University of Lubumbashi in the Democratic Republic of Congo who has written about Nollywood’s significance. “But Africans — the rich, the poor, everyone — will see themselves in those movies in one way or another.”

Most Nollywood films have budgets of about $25,000 and are shot in a week.

Today in Kinshasa, the Congolese capital, Nollywood permeates mainstream culture. Local women copy the fashion, makeup and hairstyles of the actresses; local musicians grumble at the popularity of Nigerian imports,
like Don Jazzy and the P­Square twins.

Trésor Baka, a Congolese dubber who translates Nollywood movies into the local language, Lingala, said the films are popular because “Nigeria has succeeded in reconciling modernity and their ancient ways, their culture and
traditions.”

Nollywood has also created a model for movie production in other African nations, said Matthias Krings, a German expert on African popular culture at Johannes Gutenberg University.

In Kitwe, Zambia, local filmmakers were recently making their latest movie in true Nollywood style: a family melodrama shot over 10 days, in a private home, on a $7,000 budget. Burned onto DVD, the movie will be sold in
Zambia and neighboring countries.

Acknowledging the influence of Nigerian cinema, the movie’s producer, Morgan Mbulo, 36, said, “We can tell our own stories now.”

Read more at NewYorkTimes.