The Entertainment Industry in Africa used to be a close-knit community of individuals affiliated only by their enrollment into the bodies that oversee movie production and marketing across Africa. A select few have controlled the entertainment industry. Film, television, and music records have all been created by seasoned professionals with the help and financial backing of major studios or record labels.

While not denying that this system had produced magnificent works of art, it, in the long run, stifled the emergence of very talented, and unconventional individuals. No one could simply just stroll in and command attention. To shatter the glass ceiling, succeed, and be noticed by talent alone, was not enough for the industry. You had to have an extensive network that could put in a word or two to bag that all-important role.

The emergence of Digital platforms and social media has brought an end to all of that.

The entertainment industry has undergone a seismic shift where creative people are not required to be members of the exclusive entertainment industry. They only need to have a phone, an idea of a storyline that viewers can identify with, and a willingness to challenge themselves every day to roll out content after content thereby growing followership as well creating a brand name for themselves.

Suddenly, individuals with creative ideas and a smartphone are reaching audiences across the globe thereby opening up a world of endless possibilities, reshaping the entertainment industry, and opening the door for a new generation of storytellers in Africa.

With the advent of platforms like YouTube, TikTok, Facebook, Twitter, and Instagram, we seem to be receiving an overload of content creators from the creative to the absurd, and to the most ridiculous that it has become quite hard to keep up. Now we have voices and experiences sharing moments with us through several wealth of content.

Across Africa and the World, a generation of new celebrities are emerging. Unencumbered by the usual traditional platforms, they are breaking glass ceilings and creating a niche for themselves through their self-produced content. Monetizing their popularity through brand engagement and deals, they have built up a loyal following of fans who not only identify with their message but also preach to every nook and cranny of the globe.

This in turn has revolutionized the entertainment industry in terms of addressing the rigidness that was characterized by the industry as well as impacted the industry through increased revenue and earnings.

Companies now look for the biggest content influencers to sign up for the promotion of their products and services. Because consumers are more inclined to believe a suggestion from someone they believe to be real, funny, or simply as a result of being a follower of such a person, content influencer marketing has proven to be very successful.

Photo by George Milton

Now we consume entertainment on the go. We do not need to wait till our favorite program airs, we now have access to every kind of platform meeting our insatiable appetite for everything that takes away our boredom and keeps us engaged.

Such freedom is not absent of its own challenges for both the creators and the viewers. The sheer volume of content out there means that it becomes difficult for viewers to select content that is of interest or to apply effective parental control on what their children are exposed to.

Creators on the other hand struggle with visibility issues. Copyright infringement, compensation, and ethical practices leave much to be desired and make it difficult for many to survive in the world of content creators.

Nevertheless, despite these difficulties, content development has immensely contributed to the growth of the entertainment industry by creating new and exciting opportunities, giving voice to the voiceless, and allowing for the hearing of a greater variety of inclusive and diverse stories.

Okechukwu Nzeribe works with the Onitsha Chamber of Commerce, in Anambra State, Nigeria, and loves unveiling the richness of African cultures.
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