By Muhammad Sal
At the GLG Communications’ World PR Day Soirée & PR Power List Awards held recently in Lagos, Nollywood’s digital transformation took center stage. Ruth Kadiri, CEO of Ruth Kadiri Productions, captured attention by sharing her journey of pioneering digital-first film-making in Nigeria.
Kadiri’s YouTube channel has amassed over 436 million views and 3 million subscribers, proving that Nollywood can thrive beyond traditional cinema distribution. Speaking to an engaged audience at Alliance Française in Ikoyi, she explained why she chose to focus on digital platforms when most filmmakers stuck to old models.
I wanted to be different. I don’t like moving with the crowd because I feel like I can’t compete…instead of turning one movie into 20, why not just create something good?
She also stressed how the industry often divides into “the upper class and the nobodies”, with little middle ground. Despite initial doubts about YouTube, which many considered mainly a music platform, she believed in its potential for filmmakers.
Kadiri’s approach wasn’t without risks. She faced challenges like finding the right team and managing production costs while ensuring a return on investment. But her willingness to embrace data analytics on YouTube helped shape her content strategy.
Her breakthrough came when she tapped into the French-speaking market, showing how digital platforms can connect Nigerian stories to new international audiences. Kadiri stressed balancing local culture with universal themes like love and relationships to reach wider viewers.
Adetutu Laditan, moderator and Founder of Woof Studios Africa, praised Kadiri’s innovative mindset. Laditan, with over a decade at Google and YouTube, called Nollywood’s future “progressive”, which shows the optimism for ongoing digital growth and creativity.
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