Bayero: Support, funding needed to encourage creatives

Nigerian film producer and director, Zainab Ado Bayero, believes that support and funding are crucial in encouraging creatives to tell African stories. In a recent interview with CNBC Africa, Ado Bayero emphasized the importance of raising awareness about Nigeria's rich heritage, which she believes cannot be fully accomplished without the backing of major corporations and governments. Ado Bayero shared her experience working on her passion project titled 'My father the Emir,' a documentary that chronicles the life of her late father, who was the longest-reigning monarch in the history of Kano State, Nigeria. Ado Bayero described the project as a labor of love that took around five to six months to complete. Despite facing challenges due to the conservative nature of Kano, where support for creative endeavors is limited, she decided to self-fund the project. The production involved various stages including pre-production, production, and post-production, with meticulous attention to detail such as using 4K cameras and drone shots to ensure high-quality visuals suitable for different platforms. The lack of government and corporate funding for creative projects remains a significant obstacle for many artists in Nigeria, including those in the northern region. Ado Bayero highlighted the need for increased awareness and investment in creativity from schools to universities to foster a more supportive environment for artists. She stressed the importance of appreciating Nigeria's tradition, culture, and stories as a driving force for creative endeavors. Despite efforts to secure partnerships and sponsorships from companies and banks, Ado Bayero expressed disappointment in the lack of support received, even for a project with national significance. She called for closer collaboration between the government and the creative sector to empower emerging creators and provide them with the necessary financial support to bring their stories to life. In conclusion, Ado Bayero's insights shed light on the challenges faced by creatives in Nigeria and the critical role of support and funding in nurturing talent and promoting African narratives. As the creative industry continues to evolve, collaboration and investment from both the public and private sectors will be essential to unlock the full potential of African storytellers.