By Modupe Gbadeyanka

The African film industry has remained untapped because of low investment but this is gradually changing due to the significant interest from MultiChoice, which is engaging local filmmakers like Mr James Omokwe to tell authentic African stories.

In this interview, Mr Omokwe delved into the impact of MultiChoice on African filmmaking as well as how the company empowered him to succeed in the sector, which is projected to be the next crude oil.

You’ve been in the industry for over a decade now. What moment would you say marked the true turning point in your career as a filmmaker?

Absolutely. The biggest turning point for me was in 2014. I had started working in the industry around 2011, and my first film came out in 2013 as a director. But things weren’t quite working out the way I hoped. Like many filmmakers, especially in Nigeria, I was struggling. I remember watching one of my films on an iPad, just reminiscing, and honestly, I was on the verge of giving up and returning to a more “stable” job.

Then sometime around October or November 2014, a friend who was starting a TV show asked if I’d be open to coming on as a consulting producer. That was my first real producing gig, and even though I had some experience before, this was different. That experience opened the door to television for me. From there, I started executive producing other shows  and that opportunity completely changed my career. It was a massive turning point.

You’re known for crafting stories that feel deeply local but widely relatable. What draws you to the kinds of stories you choose to tell?

From the start, our company had one key mission — to tell authentically African stories. That’s always been our driving force. When you come into an industry dominated by certain genres like romance or comedy, you want to stand out. I’ve always had a deep connection to our history, culture, and oral traditions. I feel like storytelling is in our DNA as Africans.

We’re not just making films for entertainment; we’re trying to preserve something. To pass on knowledge, memory, and identity. Every project I’ve worked on carries some form of cultural nuance that reflects where we come from. It’s always intentional.

One of your major early projects, ‘Ajoche’, sparked a big reaction for its bold narrative and authentic tone. What did that project mean to you, and how did it shift how you were seen in the industry?

Ajoche was a real blessing. It was the first major project we did that felt deeply authentic. It wasn’t just epic in scope, but in how true it was to our culture. I honestly didn’t expect people to embrace it the way they did. At one point, I heard it did really good numbers. I’m not sure how accurate, but the feedback was incredible.

Even now, people still talk about it online. I saw someone mention it on Twitter just yesterday and the show aired in 2018! It really cemented my place as someone committed to telling authentically African stories. To this day, it’s still one of the projects I’m most proud of.

What role would you say MultiChoice and Africa Magic played in helping you take on projects like that, from production to distribution and beyond?

Africa Magic gave me an environment to create and that’s huge. They gave me my first real opportunity and the creative freedom to bring my vision to life. That doesn’t just mean writing the story, but visualising it, building the world with my team, and really owning the work. They didn’t just fund it, they empowered us.

Without their support, I don’t think Ajoche, Riona or other shows  would have happened the way they did. They gave us room to grow and prove ourselves, and I’m truly grateful for that.

Would you say that working with Africa Magic opened up new creative or commercial opportunities for you?

Absolutely. Working with MultiChoice helped me build a structure that I now apply to every project. It gave me an edge in how I produce, how I manage teams, and how I build shows from scratch. That expertise has been invaluable.

Even now, the film we’re currently working on, ‘The Yard’, is being praised for its technical quality and storytelling. We’re in talks for international distribution. And all of that comes from the experience and growth I’ve had producing for Africa Magic over the past eight years. That experience can’t be bought. It shaped me, and I carry it into everything I do.

Beyond your own success, how have your projects contributed to job creation or the growth of the local production economy?

I wish I had the data in front of me  but I can say confidently that over the past eight years, our projects have probably employed more than 5,000 people. ‘Ajoche’ alone had 700 people. “The Yard,” currently has a crew strength of about 90 people, working for several months straight.

These are jobs for actors, crew, stylists, set designers — across the board. We’re now working on our seventh or eighth show. These productions feed into the local economy, they keep people employed, and they build careers. The impact is real.

There’s often talk about preserving cultural integrity. Has MultiChoice given you the space to create without compromising cultural nuance?

Definitely. From the beginning, Africa Magic has been intentional about projecting authentic African stories. I remember early meetings where they made it clear that our culture must shine through and they supported that.

They don’t force it, but the expectation is clear. And most producers understand the responsibility. We’re not just making content for entertainment, we’re showcasing who we are to the entire continent. So yes, they’ve allowed us to preserve our identity, and they’ve helped us do it in a way that’s powerful and widely seen.

Finally, based on your experience, what would you say to people who question whether MultiChoice is truly investing in the Nigerian creative economy?

I’d say that question is like asking if the sky is red. The answer is obvious. Since 2014, I’ve worked on numerous productions with MultiChoice, and I’ve seen the direct impact.

They’ve created real, long-term jobs. They’ve supported talent development. They’ve invested in stories that matter. The success I’ve had and that many others have had  is tied to their commitment to this industry. You can’t fake that kind of impact. It’s clear, it’s measurable, and it’s ongoing.