VP Shettima pledges support for Nigeria’s Oscars campaign, Mai Martaba

…highlights creative industry growth

By Kunle Sanni

Vice President Kashim Shettima has reaffirmed the federal government’s commitment to supporting Nigeria’s creative industry as the country competes for the Oscars with its official submission, Mai Martaba.

Speaking on Thursday at the Presidential Villa, Abuja, during a meeting with the film’s team, led by the Minister of Arts, Culture, Tourism, and Creative Economy, Barrister Hannatu Musawa, Shettima announced access to the $618 million Investment in Digital and Creative Enterprises Programme (iDICE) to bolster Nigeria’s bid.

“We will ensure that the kaleidoscope that represents all the colours of our nation is carried along. Let us unite to support this project. There is more that binds us than divides us. Within our ethnic groups, the boundaries blur—we are essentially one people,” the Vice President stated, emphasizing national unity through the film industry.

He charged the Minister to “lead the campaign to mobilize all resources to ensure Nigeria’s success at the Oscars.”

“By the end of this century, Nigeria will be the most populous nation on earth. There is beauty in numbers. I want to reiterate my unflinching support for us to achieve this Oscar dream,” Shettima added.

Mai Martaba, directed by Prince Daniel, has been officially selected as Nigeria’s entry for the 2025 Academy Awards’ Best International Feature Film category. The film explores themes of power, love, and female leadership in an ancient African kingdom.

Creative Industry Growth and Challenges

Speaking earlier, Barrister Hannatu Musawa highlighted the government’s strides in supporting the creative industry, stating that investors are already committed to its growth.

“We’re working with investors who are keen on building the creative industry. We’ve just concluded agreements with South Korea, the UK, Japan, China, and France to sign co-production agreements,” Musawa said.

She also disclosed plans to establish a media city, describing it as a one-stop shop for nine sectors of the creative industry.

“The world is interested in Nigeria—not because of oil but because of our talent, content, and creativity,” she noted.

On the issue of funding, the Minister acknowledged the challenges facing creatives: “Many in the industry lack the infrastructure to produce the kind of first-class movies they aspire to. However, every Nigerian, even in rural areas, has the ability to create content using their phone, which can empower them with skills for decent jobs.”

Industry Milestones and Oscar Campaign Needs

Prince Daniel, the film’s director, reflected on the creative industry’s significant contributions to Nigeria’s economy.

“Broadcasting contributes more to GDP than oil and mining combined, accounting for 12.3%. In April 2020, the creative industry and broadcasting outperformed oil and mining. We’ve created over 500 jobs and employed nearly 100 people directly. We’re excited as we gear up for the next Oscars,” Daniel said.

Discussing the campaign’s critical needs, Daniel emphasized the importance of government backing.

“For any country aspiring for an Oscar, federal government support is crucial—not just because of the capital-intensive nature of the campaign, but also due to the high-level lobbying and diplomacy required. Look at South Africa’s Tsotsi, which won an Oscar in 2006—it transformed their entire industry. Today, no part of Africa has caught up with South Africa in the film industry.”

Global Recognition and the Path Forward

Stephanie Linus, Chairperson of the Nigerian Official Selection Committee (NOSC) for the Oscars, highlighted the significance of this opportunity.

“This isn’t just about international recognition. We need to establish our presence on the global stage now, not in one or two years. The Oscars represent the biggest platform for celebrating cinema,” Linus said.