In an exciting development for the African film space, TNC Africa, a dynamic production company known for its compelling range of web series on its eponymous YouTube channel and Netflix show Ololade, has signed a distribution deal with The FilmJoint, a platform focused on promoting, marketing and monetizing short films.
This partnership, which began earlier this year, seeks to bridge the gap between emerging African filmmakers and audiences eager for narrative short films. “We want to focus on those coming behind because that’s where you can build capabilities and upskill people. We saw the work that FilmJoint is doing and it was amazing. We thought we had to get in on it,” revealed TNC’s co-founder Olawale Adetula in an interview with WKMUp.
Speaking on the partnership, Gbenga Adeoti, founder of The FilmJoint, emphasized that showcasing the value and marketability of short films requires collaborative efforts. He noted that the quality of TNC Africa’s content, which aligns perfectly with The FilmJoint’s mission, was the main attraction for the partnership.
Some distributed titles in this partnership are already live and garnering recognition. Titles like Ihunanya’m by Abiodun Odu and My Mama na Ashewo by Nwamaka Chikezie are already streaming to great reception on TNC’s YouTube channel. The latter boasts almost three hundred thousand views since its premiere in February 2024.
While the filmmakers enjoy access to an already existing audience that was captured from TNC originals like Little Black Book, helping filmmakers monetize their work is the goal according to Adetula by granting them access to the TNC community, which boasts thousands of followers across their social channels. According to him, the TNC Africa social infrastructure helps to amplify the work and monetize film content for these filmmakers by paying an undisclosed percentage of revenue obtained from advertisers on the platform. Adeoti of Filmjoint added that the films are acquired with a flexible non-exclusive rights agreement.
This partnership provides a much-needed solution for Nigerian short filmmakers who often struggle with alternative distribution methods. Typically, they have to build their personal channels and market their films, often to small audiences. In many cases, these films remain stuck in the festival circuit and never get a broader release. This collaboration offers a way to ease these burdens, ensuring their work reaches a wider audience.
The partnership between TNC Africa and The FilmJoint is poised to set a new pathway in the industry, especially for short films. It highlights the power of collaboration between production companies and digital distribution platforms. Both organizations are confident that this alliance will not only benefit them but also offer viewers around the world a richer, more diverse cinematic experience.
They believe it’s a collaboration they can continue for a long time and grant access to many more filmmakers in the long term, intending to create a lasting community of talented filmmakers who encompass various aspects of the industry. Most importantly, they aim to provide an alternative distribution platform for short film creators, enabling them to reach a global audience and compete internationally.
TNC Africa aims to move the needle with their upcoming projects and is currently working on some high-profile content their reps remain tightlipped about. They hope to share these exciting new projects before the end of the year.
Outside of the partnership, FilmJoint continues to build partnerships with other platforms to expand their reach and build their other in-house initiatives that market short films such as The FilmJoint Premieres which is scheduled to be held on the 4th of July, 2024 in Lagos. The event aims to spotlight emerging creative films and their respective filmmakers.
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