Ajibola Olayiwola: Is Nigeria the Next African Engine for Duanju?

In a landscape where smartphones already dictate the pace of consumption, Nigeria appears as a natural candidate to bring duanju to Africa. However, Lagos-based project manager and producer Ajibola Olayiwola cautions that enthusiasm alone is not enough: without a method, the format will remain just a promise.

Nigeria, a critical mass to transform. For Olayiwola, the potential is real, but contingent on industrial development. He states it clearly: “Nigeria can also get on board. I think it’s feasible, but there’s still a lot to be done.” His central point: structuring the entire chain, from scriptwriting to post-production, with investments and planning capable of supporting high production rates.

Duanju isn't arriving in a vacuum: attention is already being captured by TikTok, Reels, and continuous vertical video. The difference, therefore, lies in the organization and editorial approach, not just the format. Olayiwola advocates a pan-African approach: "If Nigeria and Africa as a whole can collaborate, put this structure in place, and raise the funds, I think it's feasible." The goal: to pool resources, expertise, and distribution to produce identifiable vertical series that transcend the social media feed.

Interview conducted by Blessing Azugama

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