Building a pan-African vertical space: Ebuka Njoku’s vision

In a conversation led by journalist Blessing Azugama, Nigerian filmmaker Ebuka Njọkụ, known for his feature film Yahoo+ , offers a precise look at an African audiovisual landscape in transition. He explains how mobile habits, Nigeria’s creative energy and the rise of a new generation of filmmakers are paving the way for a truly pan-African Duanju ecosystem.

Ebuka points out that vertical storytelling is already part of everyday life across Africa: comedy sketches, short TikTok fiction, and micro-stories circulating from Lagos to Nairobi. The continent has no shortage of creative talent, but, as he notes, “there is still no platform where you can watch only vertical dramas.” Such a structure could bring together works from Nigeria, Ghana, Kenya, South Africa or Egypt within one coherent and accessible space.

He also highlights a key advantage in Nigeria: very low production costs paired with solid technical expertise. With a modest budget by Western standards, it is possible to produce a high-quality vertical work.

The remaining challenges are mostly technical and educational: improving sound, training crews for the demands of 9:16, and strengthening international collaborations to ensure consistent quality. In this context, a pan-African platform would not only be a marketplace for short formats; it would become a new way to structure and share the continent’s narratives.

Ebuka also stresses the importance of an economic model adapted to African realities. International platforms face clear limitations, notably because, as he explains, “consuming data and paying to access content can be very difficult.” A mobile-oriented approach, however, could better match the public’s habits.

For him, the future lies in dual access: a free version supported by advertising and a light paid version for those who prefer an uninterrupted experience. He also emphasises a key element of his creative sensibility: the influence of Afrobeats, a Nigerian musical movement blending African rhythms, electronic percussion and urban energy. This music shapes, he says, dynamic and fragmented storytelling designed to capture attention within seconds. Vertical format fits naturally with this aesthetic and with the way an entire generation consumes visual content.

Interview conducted by Blessing Azugama.

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