Films Must Capture the Mystery of African Culture — Niyi Akinmolayan

Innovating Nollywood: A Conversation with Filmmaker Niyi Akinmolayan

Niyi Akinmolayan, a prominent figure in the Nigerian film industry, recently shared insights into his journey, the integration of technology into Nollywood, and the future of filmmaking. His work has been pivotal in reshaping how stories are told and how talent is discovered.

The Launch of an App for Actors and Filmmakers

Akinmolayan recently launched an app aimed at streamlining the process of finding and casting talent. He explained that the inspiration came from the need to create a safer and more efficient system for auditions. "There's been a lot of complaints about the same faces being used repeatedly and difficulty for new talents to break in," he said. "We also wanted to address safety concerns, especially for young women who often face harassment or scams during auditions."

The app includes two platforms: one for actors and another for producers and casting directors. For actors, it allows them to create profiles, upload photos, and even record monologues using a teleprompter. This feature resembles TikTok but is designed for professional use. Over 2,000 monologues from Hollywood, Nollywood, and Bollywood scripts have been uploaded.

On the producer side, the app enables them to search for actors based on specific criteria such as age, location, and language. Only actors meeting those descriptions see the casting call and can apply. Producers then review submissions and decide who to contact. Importantly, personal details remain hidden until a role is confirmed, ensuring safety for both sides.

Embracing Artificial Intelligence in Film

When asked about the role of artificial intelligence (AI) in the industry, Akinmolayan expressed optimism. "Developing countries like Nigeria stand to benefit the most from AI," he said. "It gives us access to tools that were previously expensive and limited to wealthier nations."

He believes AI can help bridge the gap for talented Nigerians who may not have the resources to showcase their work. "For example, a young writer who can't afford a digital artiste can now use AI tools to illustrate her stories." AI, he added, isn’t new; it has existed in many of the software we’ve used for years. It can make work faster, help with planning, and improve creative decisions.

Transitioning from Graphics to Filmmaking

Akinmolayan’s transition from graphics and web design to full-time filmmaking was driven by his passion for storytelling. "I have always loved storytelling," he said. "As the world shifted towards digital tools, I naturally transitioned because I had already been working in animation and graphics."

This experience allowed him to blend art and technology, making the move to filmmaking an organic one. "It prepared me to tell stories using digital tools," he said.

Exploring Animation in Nollywood

As someone who works in both animation and live action, Akinmolayan sees unique narrative possibilities for animation in Nollywood. "We are not yet certain if there’s a strong paying audience for Nigerian animation," he said. "However, there's another opportunity: production outsourcing."

Many Western studios outsource animation work to places like Thailand and Malaysia. Nigeria, with its abundance of young creative talent, could become a similar powerhouse producing animation for global studios.

Experimenting with New Genres

Akinmolayan doesn’t have a comfort zone when it comes to genres. "I have experimented with almost every genre, including animation, drama, comedy, crime, fantasy, and high-scale VFX projects," he said. "But I’m particularly drawn to science fiction and fantasy."

He is exploring what Afrocentric science fiction would look like, focusing on films with monsters, mythical creatures, and magical elements rooted in Nigerian culture.

Creative Process and Collaborations

His creative process begins early, even before writing is complete. "We start designing the production — costumes, sets, and visuals," he said. "We have everything in-house, including writers, cinematographers, editors, directors, and production designers."

Collaboration is key, and Akinmolayan emphasizes the importance of a clear vision. "The key is vision," he said. "Someone must have a clear vision and communicate it constantly."

Showcasing Nigerian Culture

Showcasing Nigerian culture is very important to Akinmolayan. "Local audiences naturally connect with culture-based stories, but interestingly, international audiences are even more fascinated by them," he said. "Nollywood’s identity should be rooted in culture and fantasy."

Impact of Amazon Prime Video Partnership

A partnership with Amazon Prime Video has influenced his approach to distribution and exposure. "Amazon focuses on streaming, not cinema, but the partnership has been very impactful," he said. "It’s shown that with proper distribution strategies, filmmakers can take bigger creative risks."

Encouraging Young Creatives

Akinmolayan believes starting young can give creatives an advantage, but he emphasizes the importance of the right people. "Starting with the right people matters more," he said. "Passion and consistency can make you catch up quickly, even if you start late."

He runs a creative club that trains children aged eight to 16 in filmmaking, animation, and VFX. "It plants a creative seed early," he said.

Advice to Parents

To parents who are hesitant about allowing their children to pursue creative careers, Akinmolayan advises openness and education. "Most top Hollywood filmmakers didn’t study film; many studied engineering or other courses," he said. "Parents should allow their children to explore creativity alongside academics."

Challenges and Future Projects

Akinmolayan considers his recent film, Colours of Fire, to be the most challenging project. "It introduces a new genre called Afrofusion, blending diverse cultural elements into one film," he said. "It’s coming out on Christmas Eve this year."

Despite his success behind the camera, he has no plans to act. "Definitely not," he said. "I love working behind the scenes. That’s where I can transform lives, both on and off screen."

Relaxation and Personal Life

When not working, Akinmolayan enjoys food and family time. "I love trying new restaurants and cuisines," he said. "My family doesn’t live here, so when I visit, I make the most of that time."

Reflections on Films

He doesn’t watch his films after release. "Once a film is released, I have already moved on," he said. "By the time it’s in cinemas, I’m thinking about the next project."

Personality and Industry Outlook

Akinmolayan describes himself as caring, passionate, and collaborative. "I care deeply about people, especially my staff and partners," he said. "I love good food, great company, and I believe strongly in collaboration."

Looking ahead, he believes Nollywood still needs serious attention in areas like funding, training, and distribution. "We need more funding," he said. "Everything ultimately comes down to adequate investment."