The Africa Magic Viewer’s Choice Awards (AMVCA) winner and rapper, who has waded into the ongoing YouTube debate, argues that African cinema is bigger than the platform and urges creatives to move beyond the argument altogether.
In an interview with Graphic Showbiz last Tuesday, September 9, Big Ghun, real name, Nicholas Tetteh Nartey, stressed that YouTube should be seen as one of many tools—not the ultimate solution.
“YouTube gives young filmmakers a chance to start, to build an audience, to learn and gain experience in the industry. Its standards are less rigid than premium platforms, which makes it perfect for fresh talent.
“But not every project belongs there, although some films perform very well on a free-to-view platform like it. That’s why we need to stop limiting the African film conversation to YouTube alone. Filmmakers must consider their vision and goals when selecting a distribution platform.
“The platform is one of the many channels of distribution available to filmmakers, and I believe it serves its purpose well for those who choose it. I believe talks about YouTube limit potentials of African film industry and we should move beyond such discussions,” the award-winning rapper-turned-filmmaker said.
The rise of YouTube has revolutionised the way filmmakers approach distribution, offering a platform that is both accessible and flexible.
The streaming site has gained huge popularity, with African filmmakers, including Ghanaian filmmakers/producers, making use of the platform.
In Nigeria, YouTube has become a ‘cash cow’ with many of its filmmakers sharing and distributing their films on the platform.
But not everyone is sold. US-based-Ghanaian filmmaker Leila Djansi has waved a caution flag, warning that YouTube’s ever-changing policies and potential oversaturation could make it an unreliable business model.
For Big Ghun, the real power lies in choice. “Every filmmaker has a different vision. If YouTube serves your project, embrace it. If not, chase the platform that aligns with your dream. What matters is telling your story and reaching the people it was made for.”
Big Ghun’s own journey is proof of finding the right platform. In 2023, he became Ghana’s lone torchbearer at the AMVCAs, winning the MultiChoice Talent Factory award with Leaked, a film he co-produced.
Last year, Big Ghun, who first gained attention as an ‘agenda boy’ on social media (specifically X), started the Vibes series with comedian and content creator Jeffrey Nortey.
In a remarkably short span of just one year, the series skyrocketed to over 10 million views across platforms.
Now, the Vibes brand has grown into Vibes The Movie, set to premiere at the Silverbird Cinemas, Accra and West Hills Malls, Accra, on Saturday, October 4.
“The Vibes started as a weekly social media series that creatively combined rap, comedy, and storytelling to capture the daily struggles and hustles of Ghanaian youth, and the team is thrilled to see it evolve into a film.
“This movie is a must-watch for every young person out there trying to find their way. It’s a story that resonates deeply,” he added.
