MORGANABLE LIFE & CULTURE / IDEAS
Nigeria’s creative industry could reach more potential international customers through a digital strategy unveiled by media entrepreneur Ufuoma Okonoko.
Akure —
Nigeria’s creative industry could reach more potential international customers through a digital strategy unveiled by media entrepreneur Ufuoma Okonoko.
The initiative aims to help locally produced films and other Nigerian products reach audiences abroad and create new income opportunities.
It places digital distribution, marketing and partnerships at the centre of efforts to turn the country’s cultural influence into wider economic activity.
Okonoko is the Chief Operating Officer of Atlantic World Digital Communications. She outlined the strategy while discussing the company’s digital platform, Blaze Channel.
The United States-based service was developed to distribute Nigerian films and generate revenue from their content. However, its ambition extends beyond film streaming to include products and services across the creative economy.
The strategy comes as Nigerian entertainment attracts audiences globally. Nollywood films and Afrobeats music have introduced Nigerian stories, sounds and culture to international consumers.
Yet, global attention does not always translate into reliable income for the people who create the work. Okonoko believes a stronger commercial structure could address that gap.
She said many filmmakers produce content but struggle to earn enough. Therefore, Blaze Channel was designed to provide another route to distribute films and earn revenue.
The company also hopes to use the platform’s audience to promote other Nigerian products. This approach could give creators and businesses access to customers they may find difficult to reach independently.
The strategy could also support sectors that receive less international attention than music and film. Nigerian designers, writers, food businesses and visual artists could use the platform to present their products to overseas buyers.
In addition, exposure could encourage Nigerian tourism. People who discover the country through its creative content may also explore its destinations, festivals and cultural experiences.
According to the company, Okonoko spent 10 years working with software engineers in the United States to develop Blaze Channel. The platform launched in 2018 and has attracted more than 2,000 subscribers worldwide.
That figure indicates its reach, but does not show how much revenue the service has generated or how many customers have purchased Nigerian products through it.
Blaze Channel now wants to raise additional capital to expand its operations. The company plans to use funding to secure distribution rights for more Nollywood films and strengthen its marketing budget.
These steps could attract viewers and expand its content. However, the company has not disclosed the amount it hopes to raise or provided a detailed timetable for the expansion.
Tony Abulu, chair and chief executive of Atlantic World Digital Communications, expressed confidence in the initiative. He said he planned to introduce the platform’s concept to filmmakers and businesses in the United States through chambers of commerce.
Such engagement could help the company build partnerships and reach new audiences. It may also create opportunities for Nigerian producers seeking relationships with overseas distributors and commercial partners.
Okonoko has also identified Black consumers in the United States as a potential audience for Nigerian products. She believes businesses could reach people who have an interest in African culture and products.
Her comments point to a possible market, but the spending power of a diverse population should not be treated as revenue already available to Blaze Channel or Nigerian businesses. Companies would still need to understand customer needs and compete for sales.
The initiative raises a wider question for Nigeria’s creative economy: how can international popularity produce lasting benefits at home? Artists and producers need more than views, streams and media attention.
They also need fair distribution agreements, reliable payment systems, strong intellectual property protection and access to markets. Digital platforms can help connect creators with customers, but they must offer clear terms and transparent reporting.
For filmmakers, wider distribution could create additional income after cinema releases or other launch periods. However, securing rights for each title remains essential.
Platforms must negotiate with producers and rights holders, meet licensing conditions and make content accessible to audiences.
They must also compete with established streaming services that already offer large libraries and operate across many countries.
The strategy may also create value through collaboration. Film producers, musicians, designers and small businesses could work together on campaigns that introduce audiences to different Nigerian products.
For example, a film could feature local fashion or food brands and direct interested viewers to places where they can make purchases.
Such partnerships would need clear agreements so all parties understand how income, promotion and responsibilities are shared.
Okonoko has also built a presence in Nollywood, featuring in more than 40 films, according to the report.
Her acting credits include Spellbound, Superstar, Doctor Bello and American Japa. Her experience in film forms part of the background to Blaze Channel’s plans to support the industry.
The company has also indicated that Reincarnation – Dance of the Masquerade, a production involving Hollywood and Nollywood performers, is in development for 2027. It has not released full production details.
The company has applied to the Creative Economy Development Fund (CEDF). It hopes that funding will support its expansion plans and strengthen its efforts to connect Nigerian creative businesses with international markets.
However, the application does not mean that the company has received funding. Any support will depend on the fund’s assessment and approval process.
Nigeria has built international recognition in music, film and fashion. The next challenge is to strengthen the systems that help creators and businesses earn from that recognition. Blaze Channel’s strategy offers one attempt to connect entertainment with wider trade.
Its progress will depend on securing distribution rights, attracting and retaining audiences, converting interest into purchases and building fair partnerships. The billions of dollars discussed remain a potential opportunity, not confirmed earnings.
