Nigerian indigenous rapper Olamide Adedeji, popularly known as Olamide, has opened up about his strategy in the music industry, revealing that identifying his audience was key. The ‘Local Rapper’ crooner explained that he is comfortable being an indigenous artist, stressing that he is not desperate for international validation.

Olamide who spoke in a recent interview stated that he would not change his sound or switch his style to appeal to a Western audience.

“You have to identify your audience. Once you identify your audience, the rest of the world will catch up eventually. So, I have to stay true to myself and no matter where it is, what it is, I mean, in this world, I have to stay true to myself.

“I’m comfortable in my skin. I’m a Naija guy, Yoruba boy, I have H-Factor and all that, and I’m proud about it. You just have to stay true to yourself,” he said.

Managing Director, Nigerian Film Corporation (NFC) and European Union Ambassador, Gauter Mignot, Dr. Ali Nuhu, have commended the National Film Institute (NFI) for its contribution to Nigeria’s transformative storytelling and cultural renaissance.

NFC’s Director of Public Affairs, Brian Etuk, made this known in a statement on Wednesday in Abuja.

According to the statement, Nuhu and Mignot gave the commendation at the ongoing maiden edition of the EU and NFI Students Film Festival in Jos.

The film fiesta organised by NFI, in partnership with the European Union, began on Oct. 21 to 23 with the theme, “Reel Harmony: Rebuilding Bridges Through Film and Culture”.

Nuhu said the event further underscores NFI’s mandate and commitment towards empowering present and future storytellers.

He said the institute was at the forefront of telling the Nigerian story using film as a tool for national and global cohesion through training and capacity building.

“Such storytelling will sustain the promotion, growth and development of Nigeria’s creative economy, including the protection of her national identity.

“It is therefore our collective responsibility to nurture talents, provide learning tools and platforms for upcoming filmmakers.

“I commended the EU for sustaining, as well as expanding, the frontiers of their support for intercultural dialogue through cinema.

“Their partnership underscores a shared belief that film and culture are essential tools for peace building, nation building, and sustainable development,” he said.

Nuhu noted that the festival represented one of Nigeria’s most vibrant creative incubating platforms.

Mignot, who was represented by Zissimos Vergos, Deputy Head of Mission of the EU to Nigeria, thanked NFI for staging the film fiesta.

According to him, NFI is leading other institutions in sustaining Jos as the cradle of creativity, skills and talent development in Nigeria.

”The joint hosting of the film festival is a testament to the impressive impact the Film Institute has had on Nigeria’s cultural promotion and creative ecosystem since its establishment.

“Cultural promotion activities and investment by the EU and its partners in Nigeria will continue to draw inspiration from the successes of platforms such as the Students’ Film Festival,” he said.

He said they were willing to partner with the annual Zuma International Film Festival, scheduled for Dec.1 in Abuja.

Also speaking, Cornelius Doeyok, Plateau Commissioner for Tourism and Culture, described the festival as timely, given the tremendous transformation of critical creative economy infrastructure across the State.

In her remarks,   Nnenna Mba, NFI’s Acting Rector, described the Students’ film festival “as a vibrant celebration of creativity, learning and artistic growth”.

According to her, the fiesta is an essential extension of film education that bridges classroom learning and promotes professional film industry opportunities.

She said the festival featured master classes, daily film screenings, competitive film project pitching sessions, film awards as major features and was curated by the Eastern Nigeria International Film Festival (ENIFF).

The 14th Africa International Film Festival (AFRIFF) will open in Lagos on Nov. 2 with a new film and content market designed to deepen creative trade and attract more tourism inflow.

The festival, which runs through Nov. 8, will showcase feature films, documentaries, and shots from across Africa and the diaspora.

Founder of AFRIFF, Chioma Ude, in a statement on Thursday in Lagos said the film and content market would provide a business platform for studios, streamers and investors.

Ude said the new market would “connect storytellers and financiers” while positioning Nigeria as “Africa’s entertainment capital”.

She said Lagos remained the natural host city because of its infrastructure and global reputation for creativity.

 “Every November, AFRIFF transforms Lagos into a creative hub where producers, actors and executives meet. This year we expect the market to generate real deals and new partnerships,” she added.

Hotels around Victoria Island and Lekki say advance bookings have risen since early October, with average occupancy projected to exceed 90 per cent.

Vice Chairman, Hotel Owners Forum Lagos (HOFLA), Adewale Ayo-Adesanya said that the festival usually lifts both room sales and allied services such as transport, dining and nightlife.

 “AFRIFF now rivals major December events in the number of international guests it brings in. Many visitors extend their stay into December, so it helps Lagos’ tourism economy,” he said.

The Lagos State Ministry of Tourism, Arts and Culture said it was working with security and traffic agencies to ensure smooth movement during the week-long event.

Idris Aregbe, Special Adviser to the Governor on Tourism, Arts and Culture, said that the state viewed AFRIFF as part of its creative-industry agenda.

 “We support initiatives that position Lagos as a film-friendly destination. Beyond the screenings, we want visitors to explore our beaches, galleries and culinary spots,” Aregbe said.

Industry analysts say the combined spend from delegates, sponsors and audiences could exceed ₦5 billion through hotels, logistics and hospitality.

AFRIFF’s closing night will feature the premiere of a major Nollywood title yet to be announced.

Organisers have also confirmed side events such as workshops for emerging filmmakers and a masterclass on Artificial Intelligence storytelling tools.

The festival, launched in 2010, has grown into one of Africa’s leading film gatherings, attracting over 2,000 participants annually.

Stakeholders say this year’s edition will test Lagos’ readiness for larger cultural tourism events ahead of the busy “Detty December” season.