5 Key Lessons from the AFCM Information Seminar

Last Tuesday, September 2nd, Alliance Française in Lagos was buzzing. Filmmakers, producers, actors, and industry leaders gathered for the AFCM Information Seminar, and the importance of the day was clear from the outset, with key stakeholders, including the Director General of the National Film and Video Censors Board, Dr. Shaibu Husseini, in attendance. Calling the new market a “bold and visionary step,” he praised AFRIFF for creating a premier platform to connect our filmmakers with the world. The room was filled with questions, smart advice, and the sense that something big was about to begin.

If you missed it, don't worry. We took notes. Here are the five most important lessons from the day that every African creative needs to hear before the main event in November.

Lesson 1: A Market is NOT a Festival. It’s a Trade Show for Stories.

This was the biggest lesson of the day. A film festival is where we celebrate finished movies with red carpets and awards. A film market is where the business of making those movies happens. It’s a trade show where people buy, sell, and invest in ideas.

As industry veteran Victor Okhai put it, when he goes to a market, "I have no business watching films." He’s there to make connections and do business. Producer Victor Okpala added, You have to switch your thinking from just being an artist to being an entrepreneur. The market is where your story becomes a product that can be sold.

Lesson 2: Stop Selling. Start Solving Their Problem.

This was a game-changing piece of advice. So many creators focus only on what they want to sell. The real secret is to figure out what the buyers need to buy.

Victor Sanchez Aghahowa, a director and producer, shared this gem: "People don't buy because you have something to sell. People are buying because they have a need that they need to fill."

What does this mean for you? Do your research. Don't pitch your movie to a company that only makes TV shows. Listen carefully in meetings. Are they looking for a specific type of story? Your job is to show them how your project is the solution to their problem. As festival founder Chioma Ude advised, "listen more, ask a lot of questions."

Lesson 3: Your Short Film is Your Calling Card. Your Brand is Your Leverage.

A lot of new creatives worry they don't have enough to offer. The experts at the seminar said that’s not true.

If you've made a short film, you have a powerful tool. Victor Okhai called it your "rod of Moses"—something that can perform miracles for your career. A short film is your "calling card." It proves you can tell a story and complete a project. No one has time to watch your 2-hour feature, but they will watch your 10-minute short.

And if you’re an actor like Deyemi Okanlawon who wants to start producing, your brand is your power. The advice from the panel? Use your network. "Throw a party," said Victor Sanchez. "Listen to everybody's problems... start calling people within 48 hours with solutions." Use what you have to get what you want.

Lesson 4: Every Conversation is a Pitch. Every Party is a Boardroom.

At a film market, you have to be ready all the time. Opportunities can come from anywhere.

Victor Sanchez reminded everyone, "Every conversation you have is a mini-pitch." You could be in line for coffee and meet your next investor. But it’s not all about formal meetings. The panel agreed that parties are where the "real deals are struck" because people are more relaxed. One incredible story from the day involved meeting the owners of Amazon, Apple, and Netflix at a single party. So, while you need to be focused like producer Victor Okpala, don't be afraid to network over small chops and a drink like Chioma Oyenwe.

Lesson 5: Don't Sell Yourself Short. We Are the New Global Capital.

The most powerful lesson of the day was about confidence. The time for African creators to feel desperate is over.

As Chioma Ude said in her closing remarks, "We're always very eager to sell ourselves. And in doing that, we come off desperate. You don't want to do that." Charles Novia, a veteran producer in the audience, added, "Package yourself very well. But don't... shortchange yourself and the whole industry too."

The message was clear: Nigeria is the cultural capital of Africa right now, and the world wants what we have. Walk into the market knowing your value.

What's Next?

These lessons are just the start. The AFCM Information Seminar showed that there is a huge hunger for knowledge and a real opportunity to change the game for African cinema.

The world is coming to Lagos in November. The question is, will you be ready?

A big thank you to our special guest, Dr. Shaibu Husseini, our virtual presenter Dennis Ruh, and our expert panellists, Chioma Onyenwe, Ayo Amero, Victor Okhai, Victor Okpala, and Victor Sanchez Aghahowa, for sharing their time and wisdom.