Nollywood Paradigm

What are Nollywood practitioners doing that their literary counterparts are not doing?

This was the question posed by a commentator in one of the Nigerian weekly newspapers as the writer tried to explain the 'Nollywood paradigm'. It was obvious from reading the article that despite having a deep understanding of this phenomenon the writer was not able to properly define it. Consequently he was not able to measure it. However, he was able to apply it - although to a limited level.

I am referring to the article - Between Nigerian Literature and Nollywood; a stakeholder's comment - written by Mcphilips Nwachukwu and published by Sunday Vanguard, August 27, 2006. Interestingly the essence of this article is the very purpose of this blog site. Permit me to repeat the next set of questions that actually encouraged me to read the article further and of course the burning desire to make a critical review of it. "Does Nigeria literature need to learn from Nollywood in order to succeed? Can one business succeed by applying the success secret of another business? Does a baker need the secret of a banker to make a good bread?" The answer to all these questions is YES even if the two businesses are not related - contrary to the author's opinion.

The fact that home video(movie) and literature are closely related is pretty obvious. Therefore applying similar business models make the whole issue quite simplistic. The success of the home video industry is not because it is the time for actors and actresses to shine. Neither is it that households in Nigeria have increased disposable incomes to spend on leisure activities. Come to think of it. Like in all things in Nigeria all odds are against the movie industry. It would amount to a rhetoric to repeat all the known variables to succeed in Nigeria. One thing has become certain - a sea change has taken place in the way Nigerians think about themselves and tell their own story. No. I am not talking about Nollywood stories. But a change in culture of getting things done - getting on with it rather than bemoaning a bad or ugly situation. There are several examples, but for now let is focus on how the Nollywood business model can be applied across board.

As observed correctly - the first and most important consideration is business. Which also means that there is livelihood consideration. Even the Pastors and Prayer warriors that dot every street corner of this country know this. This is just common sense. That the basis of every human endeavor involves some form of economic transaction has been known to us for long. Before now musicians and artists in our villages get paid one way or the other. However, western education and economic model has made us to think otherwise. Now that we know better, things have started to look up.

The Nollywood paradigm as a change model is not new in Nigeria. No one old enough in Nigeria ever remembered how long it used to take us to get our money that we kept in custody with banks in Nigeria. The so called traditional banks then told us that there was no other way of doing it. Thanks to the 'three minute turn around' banks a.k.a new generation banks. Banks no longer kept seats for 'waiting and wailing' customers. People need not take sleeping mats to banks in case siesta catches up with them. Yes, that was the era of 'tally number'.

So are you surprised that the home video industry has reminded us of whom we are. Nigerians - self confidence bordering on arrogance. That this renewed awareness is being translated to models for development should be reassuring. That finally the Nigerian spirit has been given a name should be celebrated. So we can define and measure it. We can also apply it in all things that we do. Be it in writing poems - find some way of getting people who are interested in your poems to pay for it. Keep on at it. Get better at it. Get more people who otherwise would not be interested in poems to like them. Or you want to be a guru of some sort - just get on with it. But make sure your work (read business) does not only pay the bills and put food on the table but also provide enough for you to enjoy the good things of life. That is the message of Nollywood Paradigm.