The Africa International Film Festival (AFRIFF) has unveiled plans to launch a dedicated film and content marketplace to strengthen Africa’s position within the global content economy.
Known as the AFRIFF Film and Content Market (AFCM), the platform will serve as a hub for showcasing African and international works, connecting content creators with investors, and fostering cross-border industry partnerships. AFRIFF Founder, Ms Chioma Ude, shared the vision in a statement from Lagos.
“A content market is the economic engine of the film industry,” Ude explained. “It’s where stories find funding, projects are pitched, and rights are acquired. With the AFCM, we’re creating a structured space for African talent to reach global audiences.”
Ude noted that the initiative is designed to boost the quality and visibility of African productions while attracting meaningful investment from international production houses and streaming services.
AFRIFF will focus on preparing local industry professionals through training programmes that clarify expectations and highlight potential benefits before the market’s official launch. The goal is to ensure participants are well-equipped to engage with global stakeholders.
AFCM is expected to attract many players, including streaming platforms, broadcasters, content buyers, and country representatives. Pitching sessions and expert panels will be core components of the experience. Local and international television networks interested in acquiring African and foreign content will also be invited to participate.
Importantly, the market will feature a technology-driven strand, including participation from artificial intelligence firms looking to innovate within the film and content creation space.
The initiative’s backing has been strengthened by a newly signed Memorandum of Understanding (MoU) between AFRIFF and Nigeria’s Federal Ministry of Art, Culture, Tourism and the Creative Economy. Signed at the Cannes Film Festival, the agreement marks a significant step towards positioning Nigeria’s creative economy as a force for international engagement and cultural diplomacy.
The AFRIFF Film and Content Market is set to debut at AFRIFF 2025.
