By Amin Kef Sesay
Dr. Tony Morgan, the Deputy Commissioner General of Dubai Expo 2020, who was part of the team that led Sierra Leone’s delegation to the Dubai Expo 2020, in this article discusses the relevance of developing the film industry into a commercial viable entity that will not only boost the country’s economy but provide job opportunities for many young people who are currently not gainfully engaged.
He stated that according to a UNESCO report in October 2021 titled: “The African Film Industry – Trends Challenges and opportunity for growth” it is estimated that Africa’s film and audiovisual sectors account for $5bn in revenues, employing 5 million people.
“UNESCO points to the potential to quadruple revenues to $20bn and the number of jobs to 20 million, annually,” he disclosed adding how Sierra Leone must be deliberate in her strategy to be part of the film revolution and devise a continental strategy to building the industry.
Dr. Morgan argued that in a Global world we have to look beyond our shores to make the industry profitable adding how Sierra Leone also has the advantage of having a First Lady that is also a producer and actress. “She is a positive force in driving the film industry forward,” he stated.
“In the last symposium for developing the commercial film industry, held in Freetown, veteran of the drama industry and member of the Order of the Rokel, Charlie Haffner stressed the importance of domesticated education to effectively position Sierra Leone for development in the sector,” Dr Morgan revealed furthering how the Head of Department of the Arts of the Milton Margai Technical University Mr. Elliot said they are having consultative meetings to develop effective fit-for-purpose short courses that will cater for the needs of the industry.
He continued that the film industry comprises of technological, creative and commercial institutions. “We have to tailor new age training that will take cognizance of our unique strengths and build on these strengths,” he suggested stating how the creative part of the film industry is subjective depending on the target market.
The Deputy Commissioner stated that for the Sierra Leone market, we will learn from successful film creatives like Ibrahim Kamara aka Sara D Great. He said this is because Ibrahim Kamara understands the Sierra Leone Market.
He suggested that we can then have Sara D Great collaborate with international artists in Nigeria, Ghana, South Africa and other successful countries in film, to produce series of films that will have international appeal.
“If the target platform is NETFLIX, we get Mr Kamara to concentrate on the creative aspect during the collaboration, but bring in NETFLIX APPROVED technical team,” he further suggested.
Dr Morgan continued that according to the UNESCO report, Sierra Leone has no institutional framework dedicated to the film and audiovisual sector.
“However, the Ministry of Tourism and Cultural Affairs, the Monuments and Relics Commission, and the Ministry of Trade and Industry together regulate the entertainment industry,” he pointed out stating that the Sierra Leone Film Council, the Sierra Leone Film Guild, and the Sierra Leone Editors Guild, are the umbrella organizations for film producers and media owners.
The Deputy Commissioner said Ambassador Phebe Swill, a Sierra Leonean producer and actress spoke about the challenges she faced producing “Wath E’Behra”.
He said the quality of the movie is so good, Netflix is in discussion with her studio on buying the rights disclosing how she made it clear, filmmaking is not easy, but making profitable films is achievable.
He said unlike most African countries, the Sierra Leone film Industry has females taking on producer roles saying that was the path Comfort Ediener Nyukeh chose when she produced and starred in “Tangle with the Boss”.
He said Comfort is of the view that the industry requires more positive Government intervention and went on to state how female Executive Producer Michaella Sallu has produced & starred in her films and many others.
“She is one of the consistent producers and tipped to be one of the Producers that will push the reinvention of Sierra Leone as the new film hub in West Africa,” he commended also disclosing that Veteran Producer Jimmy B has series of film productions going on presently in Sierra Leone.
He said the complaint he gets from most practitioners is the poor quality and lack of equipment. According to him, however, that was discounted by Shocole, the owner of CRIBS international in Freetown.
“He said CRIBS produces content in Nigeria, Ghana and they are presently filming in Liberia,” Dr. Morgan discloses revealing how Amistad (1997) and Blood Diamond (2006) are the two widely known films about Sierra Leone, but said they were both shot elsewhere.
He said, CRIBS as a creative hub, is changing the narrative as they are in high demand to film in other countries, as they are also attracting big budget productions to Sierra Leone.
He mentioned how AYV media recently launched its digital platform stating that based on the success of the Housemates Reality TV Show, AYV is in discussion to replicate the same in Liberia.
Dr. Tony Morgan said interacting with different agencies; there is a misguided view that the film industry belongs to actors or wannabe actors. He continued that worse still is the misconception that the film industry is “entertainment” and not a business.
“This movement for development is repositioning the industry as a business,” he affirmed adding how that does not mean we discount the cultural aspect, but stressed how the movement is about job creation and making the industry sustainable.
“Affordable digital film equipment and the new ability to distribute but also monetise content directly to consumers via online platforms (from YouTube, other social media and Netflix to local mobile video services) is giving rise to a new economy for African content creators which bypasses traditional gatekeepers,” he quoted from a UNESCO report.
Dr. Morgan argued that the Sierra Leone Film Industry, Labour and Marketing Guild is an official recognized trade union body. He stated that the body needs a continental approach to the business of film.
He suggested how the Guild needs to tap into the West African market as one of their “Low hanging fruit” approach, then go global.
“The Guild is playing a lead role in creating a workable film policy,” he disclosed stating how such will go a long way in standardizing the Film industry and make international bodies take the country’s industry serious.
“From my subjective point of view, the growth of the creative industry is now squarely in the hands of the private sector,” he expressed his conviction stating how Sierra Leone is blessed with amazing scenery. He said Creatives are not censored, they can create content for any market they choose.
In giving an example, he said a Sierra Leone producer can film an epic Ghanaian film in Sierra Leone and use the country’s technical team here and our amazing scenery maintaining that the film will be for the Ghanaian market, but the profit comes to Sierra Leone.
Dr. Tony Morgan concluded by stating that the creative industry is one of the areas they, as a team, presented at the Dubai Expo 2020 in the UAE.
“We have specific projects and we are ready to commence, we will have another symposium where we will engage with the private sector and come up with implementable recommendations,” he revealed.
