As a filmmaker and producer based in Lagos, I can deeply empathize with Jade Osiberu’s journey. Her determination to bring authentic African stories to global audiences is nothing short of inspiring. The challenges she faced in securing top talent like Ayra Starr for her projects are all too familiar to us creatives who strive to make a mark in the industry.
Amazon’s streaming service, Prime Video, has unveiled initial photos for the upcoming holiday romantic comedy titled “Christmas in Lagos.” This heartwarming production hails from Jade Osiberu, who is known for her versatile work on “Gangs of Lagos,” and boasts chart-topping Afrobeats star Ayra Starr alongside a talented ensemble of Nigerian music and acting icons.
The movie is the sole original production that emerged from Osiberu’s revolutionary multi-title agreement with the streaming giant, a partnership that was previously announced to put original African productions on hold. Osiberu has since confirmed to EbMaster that she has officially ended this contract.
Stepping into the vibrant chaos of Lagos’ “Detty December,” I found myself drawn into the heartwarming tapestry of “Christmas in Lagos.” Much like “Love Actually,” this movie weaves a collection of interconnected narratives, each revolving around four friends as they grapple with friendship, love, and loss during the festive season. It’s a delightful exploration of the human experience set against the lively Christmas celebrations in Nigeria’s bustling city.
This production features Teniola A. Aladese, Shalom C. Obiago, Rayxia Ojo, and Shaffy Bello, along with notable Afrobeats stars such as the rising vocalist Starr, who made headlines in EbMaster‘s 2024 Young Hollywood Impact Report, and talented musician Adekunle Gold.
In conversation with EbMaster from Lagos, Osiberu expressed that the narrative centers around the enchanting Nigerian tradition known as Detty December. During this period, Nigeria’s busiest, noisiest, and most lively city undergoes a transformation into a month-long carnival and celebration.
She mentioned that the holiday season, particularly Christmas, is filled with family gatherings. However, most of these occasions are tied to large events such as parties, concerts, or even weddings. It seems like every day is marked by some extraordinary event.
The movie chronicles Fiyin (Aladese), a woman who’s just experienced heartbreak, and believes her best friend Elo (Obiago) is the one she’s meant to be with. However, complications arise when he shows up from New York, intending to propose to his hidden girlfriend, Yagazie (Angel Anosike). At the same time, Gbemi (Bello), aged 59, grapples with her two-year relationship (Wale Ojo) against the pull of an old flame and former high school sweetheart, Richard Mofe Damijo.
Next, there’s Ivie (Rayxia Ojo), a native and resident of London, who returns to Lagos for the holidays with a single ambition: to make December the most fun-filled month. However, she doesn’t anticipate finding herself deeply smitten with Ajani (Ladipo).
In the bustling city of Lagos, the narrative shifts to the lively beats of Nigerian Afrobeats, as Osiberu points out that including these rhythms is essential for a Detty December movie to feel authentic.
The prominent filmmaker asserted that she felt compelled to create something grand to effectively convey the spirit on screen. “Christmas movies set in Lagos have been produced,” she noted, “yet no one has managed to encapsulate the true essence of visiting Lagos during December. This is due to the fact that such a portrayal requires size and scope.”
This implied elaborate concert sequences and extravagant wedding receptions, which Amazon executives readily agreed to when Osiberu presented the idea to them.
“‘If we decide to create a Christmas movie, let’s strive to make it the finest, most thrilling, and distinctively Nigerian Christmas film possible,’ the studio executives suggested to me. ‘In this way, when people watch it, they can feel the excitement of celebrating Christmas in Lagos, and wish they could be part of it too.'”
Achieving this feat involved recruiting notable artists such as Starr, and Osiberu admitted that it wasn’t a simple task to acquire the services of one of the world’s highly sought-after vocalists from the realm of global pop music.
“Ayra Starr embodies being young, female, bold, courageous, and fearless — simply being authentic, as expressed by Osiberu. She was a part of the lineup from the beginning. Alongside emerging talents Wurld and Liya, other artists appearing in the film are noteworthy. The soundtrack showcases tunes from renowned artist King Sunny Ade, Afrobeats icons like Flavour and D’banj, among others.”
The movie, being the sole release under Osiberu’s three-year contract with Prime Video, concludes a brief period of Amazon’s venture into the African market, following their sudden exit from the continent earlier this year. So far, there has been no response from Amazon executives regarding their future strategies in Africa. (EbMaster did not receive a reply from Amazon concerning updates on their Africa plans.)
As a passionate film enthusiast, I recently stumbled upon an extraordinary piece of news. For the first time, a groundbreaking agreement was sealed between a streaming giant and a gifted African creative mind, none other than Osiberu. The Los Angeles-based head of originals for Africa and the Middle East at Prime Video and Amazon Studios, Ned Mitchell, hinted that this was merely the beginning, suggesting that more similar deals are on the horizon. He expressed to EbMaster that our company is not only backing Osiberu’s talent but also recognizing her as a beacon attracting other talented individuals.
For the first time addressing the subject, I find myself compelled to express my sentiments regarding the unexpected turn of events. As part of the negotiations, I was slated to create approximately seven unique films for Prime Video under our agreement. However, their sudden change of heart left me feeling quite disheartened, especially considering how swift and unforeseen it was. To be frank, none of us anticipated such a development.
The announcement about the streamer leaving Africa came as principal photography for “Christmas in Lagos” was only two weeks away, causing Osiberu and her team to worry if their project would suffer due to the company’s decision. She expressed gratitude that Amazon remained true to their promise and completed the film, stating, “I’m thankful they honored their commitment.”
Despite the success of her productions “Sugar Rush” and “Isoken,” which were box-office hits under her production company Greoh Studios, filmmaker Osiberu maintains a positive outlook on the potential growth of African cinema.
“She expressed her belief that Africa represents an intriguing business opportunity, and she also considers the African diaspora as a significant market segment. The success of Afrobeats music has demonstrated this point. She suggested that there is a direct correlation between trends on the continent and global Black culture at large.”
“With the expansion of the industry and the continent, it’s likely that not only Amazon, but also other distribution channels and platforms, might reassess this region. It’s thrilling to know that we continue to have partners in this territory who are committed to further investments.”
As a passionate cinephile, I remain optimistic about Nigeria’s vibrant and resilient film industry, popularly known as Nollywood. The tenacity displayed by this homegrown sector is truly commendable.
“Throughout the years, it’s experienced various ups and downs, but Nollywood has never ceased expanding,” she asserted. “Regardless of the circumstances, Nollywood will endure. We are adept at creating our movies and continuing to thrive.”
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2024-08-28 13:17