A Guide to Navigating Gatekeeping in Nigeria's Creative Industries

Nigeria’s creative industries have, in the past few years, become a significant force on the world stage in terms of Nigeria’s economy, culture, and global presence. Nollywood and the Nigerian music industry and other creative sectors have expanded tremendously, and Nollywood is now reportedly the second-largest film industry in the world by volume. But even with this development, one challenge continues to be posed: gatekeeping. This process, where a select few gatekeepers have access to the critical opportunities, remains problematic for creative talent and the ability of up-and-coming Nigerian creatives to achieve success.

This post will tackle the problem of gatekeeping in Nigeria’s creative industries and provide actionable ways to combat it. We will center the experiences of how creatives have been able to circumvent gatekeepers, access opportunities and eventually gain entry into Nigerian music, film and other industries. We want Nigeria’s youth to be able to tap into this great reservoir of creative potential without having to deal with the obstacles that so often define our lives and create change and impact globally.

 

The Gatekeeping Problem in Nigeria’s Creative Industries

Gatekeeping has long been a problem in Nigeria’s creative industries, and continues to restrict the access available to new talent. We see this happening in various industries, including film with Nollywood and another example, the industries around music in Nigeria.

 

Nollywood: An Industry Held Back by Gatekeepers

With its enormous productivity, Nollywood is among the largest film industries in the world. Importantly, it is very difficult for hopeful filmmakers and actors to enter, as gatekeepers still control production, distribution, and access to funding. The centralization of power has left the industry with stagnant growth for years. A PwC report states that the Nigerian film industry earned 1.2 billion dollars in 2020. But many missed opportunities are because these talents do not have a “connection” to access these opportunities.

 

The Nigerian Music Industry: A Fragmented Landscape

Gatekeeping is also a part of the story of the Nigerian music industry globally. Artists are often unable to be seen unless they are supported by major record labels or industry gatekeepers. Despite these challenges, the International Federation of the Phonographic Industry (IFPI) reports that Nigeria’s music industry was valued at 47 million dollars in 2020, demonstrating significant economic potential. Yet the gatekeepers are already established, and many of the new artists struggle to be seen or to get radio or big artists to work with because of it.

 

The Role of Gatekeepers in Limiting Access to Opportunities

“Gatekeeping”, by production houses, labels, or influencers, is a controlling force that determines who gets opportunities in Nigeria’s creative industries. They decide who gets to produce, distribute, and sell creative work, and this often leaves talented individuals out because they are not known or don’t have the right connections. In a country such as Nigeria, with entrenched inequalities, economic disparities among regions, and non-transparent systems, this is a particular problem.

 

How to Overcome Gatekeeping in Nigeria’s Creative Industries

That is difficult, but there lies the possibility to crash the gates and have access to the “possibility” that many others have. Fighting one’s way past the gate requires a mixture of resilience, smarts, and good use of digital tools. Some pragmatic suggestions for creatives seeking to cut out the gatekeepers in Nigeria might be:

 

1. Harness Digital Platforms

Creatives now have the opportunity to display their creative skills free from the control of intermediary gatekeepers because of the digital age. For Nigerian creatives, social media platforms such as Instagram, YouTube, TikTok, and SoundCloud serve as valuable new spaces to distribute their creative products directly to their audiences. They have enabled virtually anybody with a smartphone and an internet connection to publish their creative work.

For example, many Nigerian musicians have gone global via viral hits from Instagram and YouTube without even having to go through record labels. Likewise, filmmakers are able to independently make and upload films to streaming services such as Netflix and YouTube, bypassing production houses.

 

2. Build a Personal Brand and Digital Presence

As the creative field becomes more competitive, personal branding becomes increasingly important to cut through the noise and circumvent gatekeeping. A strong digital footprint on social media platforms enables creatives to connect directly with the public they seek to serve, displaying their projects and work and building a community of followers to potentially support their work.

Nigerian artists, filmmakers and writers can use this model, getting closer to their audience with a steady, authentic product. By developing a personal brand, you will have an established way to connect with audiences when you are trying to “break in” to industries, get noticed by fans and talent as well as industry insiders, and continue making connections with audiences via behind-the-scenes content, discussion, or the presentation of your creative process.

 

3. Collaborate with Like-Minded Creatives

Working with others within the industry is one of the best ways to avoid gatekeepers. Manifesting partnerships with other creative people, be they musicians, filmmakers, writers, or visual artists, can help Nigerian “creatives” pool resources, networks, and visibility opportunities. Working together creates more and increases your outputs.

For example, collaborations between Nigerian musicians alongside international musicians have proven successful in building their profiles. Filmmakers can also become part of larger networks by collaborating with producers, distributors and other filmmakers who already work within large networks.

 

4. Leverage Crowdfunding and Independent Financing

Because funding and resources are difficult to come by, crowdfunding has been taken up by many Nigerian creatives as a possible means of sustaining projects. Funding for projects can be solicited directly from one’s audience by utilizing platforms such as GoFundMe, Patreon, and Kickstarter, thus bypassing the need for investment or production companies to act as gatekeepers.

This is a model that has worked well for film and music production in Nigeria, where independent film and music makers get to fund their productions without reliance on big studio production houses or record labels. Crowdfunding then becomes a way to circumvent financial limitations, but also to build a more intimate relationship with an invested audience for the creative process.

 

5. Get Involved in Grassroots Movements

Youth empowerment is key to breaking gatekeeping in Nigeria. Art festivals, music competitions, and film incubators are grassroots programs giving new artists a place to display their work and meet industry professionals. There are many groups and organizations beginning to create spaces for young Nigerian talent to flourish, circumventing the traditional gatekeepers that can sometimes be slow to recognize new talent.

Events like the Lagos International Film Festival and the Nigerian Music Awards, for instance, have increased access to the creative industries for filmmakers and musicians. These movements can help get exposure and build connections within the industry.

 

6. Develop Niche Skills and Expertise

One other route into the Nigerian creative industries is developing a unique skill or niche. Creatives can niche down into an area of their creativity, such as film, music, fashion, or graphic arts, and become known as an expert within a specific domain. Specialization can help you circumvent the gatekeepers, the people who ignore those without a niche in favor of those with a specific talent they need.

The Nigerian creative industries are varied, and each provides opportunities for those who can prove their expertise in it. Even where there is “gatekeeping,” a creative can eventually find opportunities and develop a reputation by working within a niche and improving their craft.

 

Conclusion

Gatekeeping is a massive problem in Nigeria’s creative industries, but not an impossible or insurmountable one. Creatives can blow past the gatekeepers and create their open doors of opportunity by adopting these practices of utilizing digital platforms, developing personal brands, collaborating, finding alternative funding sources, and generating movements from the ground up.

There is a massive opportunity to disrupt the Nigerian music, film and broader creative industries space, and that burden falls on the next generation of creatives to take control. But, armed with the right resolve, approach, and digital tools, young Nigerian creatives can move through these challenges toward creative opportunities and ultimately, their moment in the limelight. To penetrate Nigerian industries is not to wait for permission, but rather to forge your way and reinvent the parameters of success.

With the power of having defeated gatekeeping, Nigerian creatives can be at the forefront of writing the future of the country’s cultural landscape, thus making certain that the creative industries remain accessible, diverse, and thriving in decades to come.