Monday, August 11, 2025 - The Federal Government has pledged its full support for the growth of the North’s creative industry, officially endorsing the Arewa International Film Festival (AIFF).
The festival aims to spotlight the richness of Northern Nigerian
films, creative works, cultural heritage, and the region’s vast pool of
untapped talent. The Minister of Art, Culture, Tourism, and the Creative
Economy, Hannatu Musawa, made this commitment during the official unveiling of
the film festival in Abuja.
Themed “Showcasing Untapped Potentials and Promoting the Rich
Historical Heritage and Storytelling of the Sahel Region,” the AIFF seeks to
elevate Northern Nigeria’s unique cultural narratives to both national and
global audiences.
Acknowledging criticisms that the ministry has not adequately
engaged with the Arewa creative community, Musawa clarified that such concerns
were a result of a misunderstanding of the ministry’s initial strategic focus.
She said the major challenges facing Nigeria’s creative sector-both
in the North and across the country-include inadequate infrastructure, policy
gaps, and limited access to funding.
To address these issues, the minister revealed that the Federal
Government is working on establishing film infrastructure, including studios
and film villages, with a deliberate effort to ensure the inclusion and growth
of Kannywood, Northern Nigeria’s film industry.
“The creative industry is one of the most powerful platforms for
showcasing Nigeria’s rich history, culture, and diversity to the world,” Musawa
said.
She encouraged Arewa creatives to collaborate, leverage existing
opportunities, and focus on producing impactful work that attracts investment
and global recognition.
“It is the responsibility of Arewa stakeholders to take ownership
and stop focusing on what the country hasn’t done for them without first
showcasing what they have to offer Nigeria,” she added.
Musawa reaffirmed the government’s commitment to supporting the
AIFF, noting its potential to empower the region’s burgeoning youth population
and unlock economic opportunities through the creative economy.
She commended the organisers for spotlighting the often-overlooked
yet culturally rich and conservative creative expressions of Northern Nigeria.
Ali Nuhu, Managing Director of the Nigerian Film Corporation (NFC),
described the festival as a strategic platform to discover new talents, empower
industry professionals-actors, directors, producers, and cinematographers-and
address critical challenges in the region, such as skills development, access
to partnerships, sponsorships, and networking.
“In Southern Nigeria, the creative industry thrives because of
platforms like this,” Nuhu said.
Festival convener, Rahama Sadau, said the festival will screen over
100 films, honour women in filmmaking, showcase royal durbars, present
innovation awards, and spotlight emerging talent from the region.
“We have been underrepresented in the global creative conversation.
But the AIFF will amplify the creative and cultural works of Northern Nigeria
and celebrate its deep history, literature, and oral traditions,” Sadau said.
She expressed excitement at the opportunity for the world to engage
with the region’s rich and conservative stories, which hold great value and
deserve global appreciation.
Sadau also acknowledged the Federal Government’s support in
creating an enabling environment for the creative industry, particularly in
historically underserved regions like the North. She said such backing will
create jobs, empower youth, foster cultural diplomacy, and generate measurable
social and economic impact.
She called for more inclusive storytelling across
Nigeria-narratives that reflect the diversity, resilience, and heritage of the
Sahel and its people.
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