As a movie reviewer with a deep appreciation for stories that resonate with audiences around the world, I was particularly intrigued by Netflix’s director of content for Africa, Dorothy Ghettuba‘s perspective on the streaming giant’s strategy for African storytelling.
As a movie critic, I’ve had the opportunity to attend the Durban FilmMart this week, where Netflix’s African content head Dorothy Ghettuba shared some intriguing insights into their strategic plan for the continent. In a packed room, she emphasized that the secret to unveiling the next global sensation lies in connecting with local audiences first and foremost.
“I and my team at our production company are passionate about sharing African stories with the world. However, we recognize the importance of starting small and focusing on creating high-quality content for our local audience first. We aren’t aiming for global blockbusters right away; instead, we draw inspiration from successful local shows like ‘Casa de Papel,’ ‘Burning Body,’ and ‘Squid Game.'”
In an informal chat in Durban, Netflix executive made an appearance with local filmmakers Jayan Moodley (of “Keeping Up With the Kandasamies”) and Katleho Ramaphakela (“How to Ruin Christmas”). They shared their firsthand insights on how to produce a successful show for Netflix, using their own experiences as examples.
Ghettuba highlighted films such as “Kandasamys,” a South African comedy series based in the Indian community, and the popular comedy show “How to Ruin Christmas,” as authentic stories that would connect with the local audience initially and potentially gain international success later on.
I believe in the power of an authentic local tale as the foundation for creating a global phenomenon. By focusing on a story that resonates deeply with people and brings them joy, you can ignite a passionate fan base. It may not be an easy feat to manufacture a global hit from scratch, but starting with genuine content is a crucial step in the right direction.
“When you declare, ‘I have a global success,’ I’m gone. Our experience shows that a production becomes more relatable and appealing to viewers when it’s rooted in local culture. It gains popularity among South Africans, and surprisingly, it resonates with audiences in Africa and beyond.”
After the debut of “Queen Sono,” Netflix’s first original series in Africa, featuring Pearl Thusi, the streaming giant has been actively building connections with a diverse group of African content creators. Notable figures include Nigerian powerhouse producer Mo Abudu (“Blood Sisters”) and director Kunle Afolayan (“Anikulapo”), as well as South African filmmakers Mandla Dube (“Silverton Siege”) and Donovan Marsh (“iNumber Number”). Netflix has also entered into multiple-project agreements with production companies Ochre Moving Pictures (“Soon Comes Night”) and Gambit Films (“Blood & Water”).
As a devoted cinephile, I’ve discovered that forming collaborations with creators whose work has already resonated strongly within our local community can yield truly remarkable results.
As a movie enthusiast, I would express it this way: “If one of my productions becomes a global sensation but fails to resonate with South African viewers, I wouldn’t consider producing a second season. Why? Because its primary goal is to amuse and engage local audiences. When evaluating whether to greenlight another installment, the crucial factor for me is whether it managed to attract fans and create buzz among them.”
“With ‘How to Ruin’ and ‘Kandasamys,’ something special occurred. People in South Africa were engaged, amused, and conversing about it. A devoted fanbase emerged, which allowed us to approach Kat and Jayan and ask, ‘What more can you create that will keep entertaining and bringing happiness to your dedicated followers?'”
Netflix is expanding its collection in Africa with new productions from Nigerian filmmakers like Abudu and Kemi Adetiba (“King of Boys”). This underscores Netflix’s commitment to growing its presence in the continent. However, according to Ghettuba, Netflix is proceeding cautiously, taking things one step at a time as it continues its African expansion.
“Our primary concentration is in South Africa. We also consider Nigeria as an additional priority. For the remainder of Africa, we hold a positive outlook and frequently discover suitable titles. Our goal is to continuously expand.” She emphasized, “We are deeply invested in Africa and plan to maintain our presence.”
The Durban FilmMart runs July 19 – 22.
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2024-07-21 12:17