The Afrobeats Film Movement takes center stage at AFRIFF
The 14th Africa International Film Festival (AFRIFF) announced its theme “Rhythm of the Continent: The Afrobeats Film Movement” at a press conference held at Mikano Motors’ office in Victoria Island, Lagos. Founder Chioma Ude revealed the introduction of a new Film and Content Market, a partnership with the African Film Content Market (AFCM) and Cannes Film Festival that will send five selected projects directly to Cannes next year, and an opening film executive-produced by Burna Boy.
The festival opens with ‘Three Cold Dishes’, directed by Asurf Oluseyi and executive produced by Burna Boy and Osas Ighodaro. It closes with two music-themed documentaries: an 18-minute short by Nigerian singer Flavour and a one-hour feature by a Senegalese filmmaker, both tracing African music journeys.
Ude emphasized the theme’s focus on linking Afrobeats with film. “We are pulling all our music partners, musicians, and music executives to guide, encourage us, and learn from us,” she said. Music executives have approached her about entering film production, including scoring.
The new Film and Content Market marks a shift toward industry sustainability. “We have gone to festivals, trained people on what a festival means to the ecosystem,” Ude explained. “Now we want to tell you what the sustainability act is to you, the filmmaker: the market.”
In the market, filmmakers can exhibit projects, meet distributors, suppliers, financiers, and sales agents. Countries will offer co-production deals, including rebates for shooting locally. “You get X amount of percentage off,” Ude noted.
A key gap Ude highlighted is the lack of film equipment companies in Nigeria. “We don’t have one equipment company in Nigeria. We have sales agents,” she said. This drives up costs, unlike in South Africa, where local access to gear like ARRI cameras allows leasing and lowers production expenses. “What that has done to South Africa is it has made their films entirely different.”
Ude compared Nigeria’s industry to Hollywood: “We’re still growing. They’re 300 years ahead, but we’re bridging that gap. The festival and market are key to that.”
The AFCM-Cannes partnership is a first. Projects submitted to the market, if selected, gain automatic entry to Cannes’ next edition. “It’s signed and sealed,” Ude confirmed. This exposes filmmakers to global distributors, sales agents, and financiers. Five projects will benefit this year.
Sam Onyemalukwe of Trace, a media partner, described the deeper collaboration: “It was crucial that Trace be part of Afriff this year in a deeper way.” He noted the untapped connection between Afrobeats and film, aligning with continental creative industry goals. “This partnership is about the power of music and bringing that moment to the movie when the sound is just right.”
Asurf Oluseyi, director of the opening film, shared his history with AFRriff. “I won my first African award at AFRriff with my first film in 2017,” he said. Returning to open the festival with ‘Three Cold Dishes’ is a career milestone.
The film is a Pan-African co-production involving Nigeria, Benin, Ivory Coast, France, the Netherlands, and Saudi Arabia. It stars Osas Ighodaro and Wale Ojo from Nigeria, Mentoba and Amelie Mbaye from Senegal, and Fatourey and Maud Gerard from Ivory Coast.
‘Three Cold Dishes’ follows three young women trafficked years ago who now seek revenge. “It’s a travel film that brings light to trafficking across our borders,” Oluseyi said. It spotlights intra-African trafficking, where 90 percent of victims move between African countries—a story rarely told compared to Africa-to-Europe or Middle East narratives.
The film premieres in Nigeria after four years on the global circuit. Mikano Motors has acquired distribution rights to screen at the festival.
Mikano Motors, the host and sponsor, outlined its commitment. The company’s representative Syam Abdulkadir
Head of Operations, Mikano Motors said Mikano has operated in Nigeria for over 40 years, starting in power generation and expanding into steel, construction, hospitality, and automotive. “Empowerment for local talent and creativity is key,” he stated. Sponsoring ‘Three Cold Dishes’ and partnering with AFRIFF support this.
Syam Abdulkadir Karima Okunola, the head of marketing for Mikano Motors Nigeria, announced a Content Creator Challenge. “One lucky winner will drive away with one of our luxury vehicles,” she said. The challenge rewards creators as AFRIFF expands to include them. “The world of creativity in Africa is blowing up. This sets them up on larger platforms.”
Festival logistics include the opening at Mikano Motors, Victoria Island, followed by screenings and panel sessions at Twin Waters, Landmark, and IMAX in Lekki. High-profile guests include singer Davido on a Monday panel and Nigerian-British actor David Oyelowo at the opening night.
The Herbert Nwigwe Award for Excellence, renamed from last year’s Trailblazer Awards, honors achievements in creativity. Recipients are Vice President Kashim Shettima, Enugu State Governor Peter Mbah, David Oyelowo, and Hakeem Muri-Okunola.
AFRriff, founded by Ude, has grown into a platform bridging festivals and markets. This edition ties music’s rise—led by Afrobeats—with film’s potential, fostering crossovers, infrastructure, and global access.
