The impact of new media (digital) and globalisation on Nollywood

Nnamdi Madichie* (Editor), Bamidele O. Ajakaiye, Vanessa Ratten

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter


The focus of this chapter is to examine, and highlight, how two major forces—new technologies and globalisation—have impacted (and are still impacting) upon the Nigerian film industry (also known as Nollywood). In exploring the nature of these impacts, the focus will be mainly on the production and distribution (i.e., the general marketing activities) aspects of the value chain. Methodologically, in addition to relying on personal accounts based on the experience of one of the authors who has worked in the Nigerian film and TV industry for decades, anecdotal evidence of the impact of technology (notably digitalisation) and globalisation on the sector is derived from commentaries of five individuals with knowledge about developments in the sector. Excerpts from the interviews cut across the film value chain—from production, distribution, and marketing of the “cultural” product (i.e., movies), to the internationalisation of the same. Consequently, the chapter is split into three broad sections—covering digital production, digital distribution, and digital marketing of Nigerian movies to both domestic and international (including the Nigerian diaspora) audiences.
Original languageEnglish
Title of host publicationDigital entrepreneurship in sub-Saharan Africa
Place of PublicationCham
PublisherPalgrave Macmillan
Number of pages33
ISBN (Electronic)9783030049249
ISBN (Print)9783030049232
Publication statusPublished - 3 Apr 2019
Externally publishedYes

Publication series

NamePalgrave Studies of Entrepreneurship in Africa (PSEA)
PublisherPalgrave Macmillan
ISSN (Print)2662-1169
ISSN (Electronic)2662-1177


  • Digital Nollywood
  • Film marketing
  • Independent film value chain
  • Nigerian movies


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