Pratt, Lande [Speaker] (2014) Nigerian films in the diaspora : exploring creative intellectual property and new distribution strategies. In: NECS 2014 Conference: Creative Energies / Creative Inustries; 19 - 21 Jun 2014, Milano, Italy. (Unpublished)

Abstract

This paper is concerned with distribution strategies of ‘new Nigerian Cinema’ (known also as ‘new Nollywood’). It explores new Nollywood markets within Europe and beyond. Looking at the impact of innovative uses of intellectual property and new distribution strategies on markets for these films. The paper presents case studies of new distribution platforms and strategies, from content distributed on YouTube, to the rise of iROKOtv, to festival social media networks, to analogies with Fuse ODG’s AZONTO dance competitions. These examples show strategies arising out of an industry, which grew exponentially in an informal and ‘piratical’ environment (UNESCO 2010; Lobato 2012). The paper addresses new Nollywood’s desire for quality in Nigerian cinema through better investment, stronger copyright enforcement and more formalised business strategies (Jedlowski, 2012; Sacchi, 2010). Applying Lessig’s (2009) concept of hybrid economies, the paper highlights innovation and countervailing strategies, which add energy and value to Nigerian film within diasporan markets.

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