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Draft:The Influence of Old Nollywood Movies on Pop Culture in Nigeria Today

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The Influence of Old Nollywood Movies on Pop Culture in Nigeria Today

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Introduction

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Nollywood, Nigeria’s movie industry, is the second-largest producer of films in the world[1]. The term Nollywood was first observed in a New York Times article written by Norimitsu Onishi, intended to describe the Nigerian film industry similarly to Hollywood [2]. From its humble beginnings, where mass production was the norm, to its transformation into an era of increased production quality, this remarkable industry has consistently birthed thousands of films annually, exceeding Hollywood in volume and greatly contributing to Nigeria’s economy. In 2021, PwC reported that Nollywood contributed 239 billion naira to Nigeria’s GDP and demonstrated the potential to increase its export revenue earnings to more than a billion dollars. [3]

Beyond the growing economic value of this industry, Nollywood has undoubtedly impacted Nigerian culture, reflecting everyday experiences in entertaining ways whilst instilling moral values and themes that influence audiences in many ways. Whilst the modern industry has been praised for its growing advancement in production quality, a new movement, sparked by the internet, has led to a renewed interest in old Nollywood movies (Nollywood movies of the late 1900’s and early 2000’s in Nigeria). Despite their low production quality, predictable storylines, exaggerated acting, and poor sound effects they were often criticized for [1], Gen Z and millennials have recently started looking past these flaws, embracing the stories, funny characters, comedic dialogues and bold fashion statements that often characterized these films.[4] As a result, a dynamic interplay between modern culture and the old Nollywood culture has begun to occur, birthing a fresh way of life. From fashion to beauty to comedy, music, and film, old Nollywood movies are serving a significant influence on pop culture in Nigeria today. This article explores this phenomenon while highlighting the role of social media platforms in driving this movement.

Historical Overview of Nollywood

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Before Independence

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The history of filmmaking in Nigeria dates as far back as the early nineteenth century when British colonialists controlled the creation and distribution of films in Nigeria.[5] This period, often referred to as the colonial era, consisted of films that were in the style of documentaries and newsreels.[6] Primarily, these films were used as tools for propaganda and education of British ideals.[7] Interestingly, this era saw the creation of the first feature film to feature Nigerian actors in a speaking role; Geoffrey Barkas’ Palaver (1926). [8]

Golden Age

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After Nigeria gained her independence, a new era emerged with Nigerian filmmakers having more creative independence in the production of films. Films of this time were shot on celluloid and reflected the narrative techniques of the Yoruba traveling theatre tradition (hyperbolic acting and dramatic plots with themes on religion and the supernatural) which resonated deeply with local audiences. Notable filmmakers of this era were Hubert Ogunde, Jab Adu, Moses Olayia, and Eddie Ugboma. Around the early 1970’s Yakubu Gowon issued the indigenization decree in a bid to protect Nigerian filmmakers from the dominating influences of foreign film distributors who were present in the country. Consequently, 300 theatres were returned by foreign owners to Nigerians and Nigerians began to play more influential roles in the film space.[9] Coupled with this policy, the oil boom of 1973 to 1938 and a rise in foreign investments boosted the cinema culture in Nigeria. Nigerians had more spending power and could afford to buy movie tickets and TV sets. [10] To meet the growing demand for films, several movie theatres sprang up across the country, screening a range of local and internationally-made films.

Video Film Era

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By the 1990’s the economy’s wealth had plummeted due to the devaluation of the naira and cinema culture had consequently declined. Shooting on celluloid became unaffordable and the level of insecurity had increased, reducing people’s motivation to go out at night to the cinemas.[6] Surprisingly, this period marked the true birth of Nollywood as we know it today. Sparked by the blockbuster success achieved by Kenneth Nnebue's “Living in Bondage” (1992), filmmakers began to transition from celluloid to video technology and this created an avenue for the mass production of films. The success of the video films transformed Nigeria into one of the largest producers of film.[6] Despite this success, the industry was not very profitable due to the low-budget nature of the films. Rampant issues like piracy, lack of funding and marketing, poor distribution standards, and so on, further inhibited its commercial success.[11] Regardless, the movies of this period (late 1900’s to early 2000’s) birthed the popular “Old Nollywood” aesthetic that has become a major influencer of pop culture today. Amidst various limitations, filmmakers and actors of that time, managed to create a unique legacy and cinematic culture that still remains significant today.

New Nollywood

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The new Nollywood era was marked by significant improvements in production quality, storytelling, and international recognition. Filmmakers began to utilize advanced technology and more sophisticated narratives, as seen in films like Kemi Adetiba’s The Wedding Party (2016). This transformation led to a resurgence of the once-lost cinema culture and saw an increase in the annual revenue generated by the industry.[10] Furthermore, the recent impact of streaming platforms such as Netflix and Amazon Prime has revolutionized the success of the Nigerian film industry.[11] These platforms have increased the longevity and accessibility of Nigerian films, which cinemas could not provide, and Nigerian stories are now making waves beyond local shores, attracting international investments and opportunities. While the industry still faces challenges such as low funding and piracy,[12] its growth is undoubtedly significant, and the future is certainly bright.

Film and Pop Culture

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Pop Culture can be referred to as the collection of cultural practices that resonate with the majority of a people at a given point in time.[13] It can also be explained as the ideas, beliefs, attitudes, values, and practices, widely shared by a given society at a particular time and propagated by the media. Various aspects of pop culture include fashion, music, film, dance, and literature.[14] It includes slang, sports, news and so on. [13]

Movies play a prominent role in shaping pop culture by mirroring the values and norms of society while also influencing the perspectives and behaviours of audiences. [15] This phenomenon is evident in the current impact old Nollywood movies are having on Nigerian pop culture. Specifically among the youth, old Nollywood movies are influencing fashion and beauty styles, digital humour, trending slangs, film, music and so on. Furthermore, social media platforms are playing an active role in making this possible.

Influence on Digital Humour and Online Communication

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As facilitated by social media platforms, old Nollywood movies have largely impacted digital humour and viral trends. This influence has put Nigerian cultural experiences at the forefront of the global stage. From viral memes, to popular sound bites and skits, excerpts from Old Nollywood films permeate the internet providing entertainment to audiences in ways beyond their original intent. This highlights the fluidity of entertainment.

In Nigerian pop culture, memes play a major role in digital humour and online communal experiences. In daily digital communication with friends and family, memes are used to share experiences and communicate emotions and ideas in relatable and humorous ways. As defined by Saint Hoax, a well-known meme creator, an internet meme is an excerpt from a piece of media (image, video, or text) redesigned to communicate a social, cultural, or political message typically through humour.[16] Memes are often used to capture a wide range of emotions and ideas in a concise and simple format that can easily be consumed in today’s rapid digital age.[17] Old Nollywood films have made a massive impact on the meme culture in Nigeria across various social media platforms such as TikTok, Instagram, Twitter, Facebook, and YouTube.

The initial efforts of social media accounts like @Nollywoodroll, @YoungNollywood and @Nollybabes have led many memes from old Nollywood movies to becoming viral, serving as a source of comedy for various audiences. For instance, the Twitter account Nollywoodroll was known for posting Nollywood scenes which featured Chinedu Ikedieze and Osita Iheme, better known as Aki and Pawpaw. These clips were the first set of Nollywood clips to seep into the mainstream internet space. They achieved so much virality, nationally and internationally that brands such as Rihanna’s Fenty began using the memes for clout.[4] Interestingly, the flaws these old Nollywood movies were often criticized for are the very features that make these memes more enjoyable. The exaggerated acting, over-dramatic sound effects, predictable storylines, relatable experiences, funny accents, and poor special effects are the characteristics that give these memes their humor.[18]

Platforms such as TikTok for instance, have been very pivotal in sparking viral Nollywood trends which throwback to funny clips from old Nollywood movies. Some examples of these trends include the #why are you running, #you stink with poverty and the famous #Costa Rica memes to name a few. These trends birthed a flurry of video recreations by various audiences (Nigerian and non-Nigerian) on TikTok and Instagram.[19] In these videos, people would lip-sync to sound bites from these movies, imitating the funny mannerisms, dressing, and dialogue. Videos like these are met with positive responses from viewers who are then inspired to search for the full movies to relive these comic experiences. Thus this fluid interplay of Y2k movies and the internet has not only positively influenced comedy culture in Nigeria, but has led to a new appreciation for the films of that era.

Old Nollywood movies have also influenced skit-making and content-creation styles in Nigeria. It is now a common thing to incorporate Nollywood memes or soundbites into skits and video content to communicate various emotions as can be seen in the works of popular YouTubers and Skit makers. Furthermore, the popular Nigerian magazine, Zikoko, is known for its daring and comic takes on hot topics. Their Instagram and web posts are often characterized by the use of funny and sarcastic memes from old Nollywood movies. Beyond the use of memes, elements of old Nollywood movie styles permeate various aspects of Nigerian skits. The hyperbolic acting, bold characters, comedic storylines, and dramatic sound effects that characterized old Nollywood movies are also evident in these skits. This is a clear reflection of the lasting influence these movies continue to have on modern-day communication culture.

Influence on Fashion and Beauty

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Old Nollywood fashion, frequently referred to as Y2K (Year 2000) fashion is a fashion trend that characterized the movies of the early 2000s. This fashion style drew influence from the streetwear and hip-hop cultures of America while adding a distinctly Nigerian flavor[20] and creating a style that has served as a key identifier of that era to date.

In many ways, Y2K fashion trends continue to influence Nigeria’s fashion scene today. Clothing styles from that era still endure and are constantly being re-invented in creative ways. Furthermore, these styles have increasingly become a source of inspiration for fashion designers today. [20]One fashion style that seems to have stuck around since the Nollywood bad boy days of Jim Iyke and many others is the use of Durags. Durags are tight clothes wrapped over the top of the head often made of satin material and used to shield the hair. Durags have been used to create a wavy look on the hair and have long been a staple of the cool kid aesthetic.[21] Traditionally, durags were worn by men in Nollywood films and today are worn by the majority of Gen Z's and millennials who wear dreads and low cuts.

Another fashion trend popularized by old Nollywood is bootcut jeans. Also referred to as bell bottoms, bootcut jeans were a major fashion statement for early Nollywood stars like Oge Okoye, Rita Dominic, Genevieve Nnaji, and many of their colleagues. These jeans are typically fitted tightly from the waist to the thigh and softly flared below the knee. [22] Even after several decades, boot-cut jeans continue to be quite popular in Nigerian fashion.

The 90’s sunglasses were also a staple back then. These round sunglasses were very popular, especially those featuring flip-up lenses that showed clear lenses underneath. For people who embodied the grunge look at the time, this shape was essential. It takes a lot of elegance to look amazing in 90s spectacles because they are eccentric by nature, yet Nollywood performers like Tonto Dikeh and Jim Iyke did so with such ease. Other iconic fashion trends that characterized Y2k fashion include bucket hats, low-rise pants and skirts, polo tops for men, and lace-up heels for women. Today, we see these trends widely incorporated into modern style.[23]

Y2k Movies and the Alte Movement

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The "Alte" community in Nigeria, known for its rebellious and distinctive approach to music, fashion, art, and lifestyle, confidently adopted this Y2K fashion style. Introduced in the 2010s by DRB Lasgidi, Cruel Santino, and Odunsi (The Engine), the Alte genre features a unique sound and cultural influence, drawing inspiration from vintage Nollywood style. The revival of Old Nollywood aesthetics was significantly supported by the Alte music movement, which has become a major genre in Africa.

Being part of the Alte community often meant dressing like a character from an old Nollywood film. For boys, this included bucket hats covering dyed hair or dreadlocks, jean jackets, sleeveless shirts, oversized blazers, and baggy pants. For girls, the style featured mini leather or short denim skirts, strappy gowns, layered jewelry, and nose rings.[24]The emergence of the Alte community allowed youth to express themselves freely, further promoting the return of Y2K fashion.

Influence on Makeup and Beauty

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Many beauty trends die out as time passes but the iconic ones only go to sleep and are later revived. The Y2K Nollywood makeup style can safely be called iconic because although it quietened after the early 2000s, it saw a revival around 2023. [25] This time, it is serving as what one might call a “usable past”, merged into the current makeup trends in new ways. The Y2K makeup aesthetic was marked by certain distinct features- dark lip liners, bold lipstick shades, pigmented eye shadows, ultra-thin eyebrows, and facial spots.[20]These bold makeup styles, popularized by the remarkable celebrities of the time: Genevieve Nnaji, Rita Dominic, Ini Edo [20], were often coupled with remarkable clothing items like huge sunglasses, miniskirts, and baguette bags. [26] Consequently, these styles became evident in most movies of that time.

Y2k Nollywood beauty styles were also crucial in forming distinct archetypes like “The Vixen, The Femme Fatale, and The Campus Queen”[27] These represented the sense of bold women who were not afraid to take up space and stand out. Nigerian women relating to or wanting to associate themselves with such archetypes, therefore, aligned their makeup and beauty styles to those archetypes. As such, Nollywood influenced the makeup and beauty industry back in the early 2000s. This is a typical relationship between film industries and pop culture. Films take hints from the culture of the people and accentuate it so that it becomes highly desirable to the masses. Therefore, what old Nollywood first took from the people, the people in turn took from them in a customized way.

In recent times, there has been a resurgence in this Y2K aesthetic especially in the realm of makeup and beauty. As reported by Dazed magazine, a Nollywood-themed party held in Lagos in 2019 caused a cultural stir amongst Nigerians and started a trend of Nollywood-themed parties in Nigeria and the diaspora where Y2k beauty styles were being reinvented in remarkable ways.[4] It is notable that even Gen Z’s and Gen Alphas who were born after the initial reign of the Old Nollywood makeup styles, are embracing this Y2K style now. TikTok and Instagram have been special drivers of this reawakening as influencers such as Ashley Okoli are championing this trend. Musicians like Tems, Ayra Starr, and Lady Donli also rock these beauty looks [27] and this has led to a widespread appreciation of the Y2K aesthetics again such that many content creators have jumped on the trend to transform themselves into “Nollywood Y2K baddies”. Different hashtags have been used, but #Nollywood and #NollywoodY2K have trended the most with 547.4k and 12.3k TikTok posts respectively at the time of this writing. Furthermore, there are well over 30 billion searches for this trend on TikTok. [25]

Influence on Contemporary Films:

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While many aspects of filmmaking in Nollywood have changed, Alamu (2010) points out that Nollywood films are made based on audience preferences and appeal. The didactic and moralistic nature of storytelling that was entrenched in folklore and myths was reflected in old Nollywood films, with moral lessons intricately woven with entertainment. We still see similar themes and storytelling techniques today in contemporary Nollywood films although there has been a shift in content, technicalities, and distribution. Many old Nollywood films portray a thin line between good and evil, especially regarding spirituality, religion, cultism, etc. For instance, Living in Bondage (Rapu, 1992)[28] is a film that is based on a young man’s struggle for wealth and how he gets involved with ritualism and occult practices, sacrificing his wife for money and his eventual self-destruction. Man of God [29] also follows a similar narrative style. The main character is a man who decides to pastor a mega-church as a way to escape poverty and make money. It involves infidelity, drugs, and childhood trauma, and eventually, it ends in self-destruction, with the main character finally seeking redemption at church after going to jail. Nigerians often use spiritual practices as a way out of whatever issues they are going through, and it shows in their films. [30]

The influence of old Nollywood movies on contemporary films is also evident in the recent remakes, sequels, and reboots being created by modern-day filmmakers. The stories from those classics remain powerful and evoke feelings of nostalgia among audiences. Ezepue (2021),[31] asserts that the success of the Living in Bondage sequel in 2019 spurred several remakes of old Nollywood films which have been very successful due to the new distribution pattern on online streaming platforms like Netflix. Other films and TV shows were remade including Glamour Girls,[32] Rattlesnake: The Ahanna Story,[33] Nneka the Pretty Serpent, [34] Merry Men [35] and so on. The success of these remakes demonstrates the lasting value present within the stories of the Y2K era.

The influence of old Nollywood stars on contemporary actors is also clear as many of these upcoming actors list these stars that marked the old Nollywood era as people they look up to in terms of craft. We see comedians and skit makers taking up comedic roles in films based on stock characterization, [36] similar to what was seen in actors/characters like Aki and PawPaw [37] and Mr. Ibu. These days, we see actors like Broda Shaggi and MC Lively playing similar comedic roles in films; for instance, Fate of Alakada [38] and Mòmiwá [39] where the latter often plays the role of a security guard while the former is often an area boy.

Influence on Music

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Nigeria’s vibrant music scene also demonstrates the subtle influences that old Nollywood movies have had on music culture. Since Nollywood emerged as one of the largest film industries in the 1990s, its narratives have consistently celebrated traditional Nigerian sounds and themes. These elements—steeped in folklore, socio-political commentary, and indigenous rhythms—have seamlessly migrated into modern music productions.

Contemporary Nigerian musicians have increasingly drawn from the rich repository of the Y2K era to craft soundscapes that resonate both locally and internationally. For instance, Old Nollywood’s influence is present in the works of musicians like Lady Donli. Her recent album "Enjoy Your Life" samples Mamma Gee/Patience Ozokwor’s single "National Moi-Moi," which critiqued the Nigerian government’s greed and corruption. Furthermore, Odunsi’s single "Wetin Dey" is inspired by the 2000s favorite TV series "Wetin Dey" [40]. These examples demonstrate the lasting impact these old Nollywood movies continue to have in the realm of music.

The Role of Social Media:

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As discussed in the earlier paragraphs it is evident that social media platforms play a major role in facilitating the influence of Old Nollywood movies on Nigerian pop culture. Social media platforms such as Instagram, Twitter, TikTok, and YouTube have enabled the discovery and sharing of content from old Nollywood movies. By sharing memories from these movies on social media platforms, users have created a nostalgic image, becoming a mass of people with shared memories.[41] Some movies such as “Things Fall Apart’’ (1971) and “Appian Way”-featuring Aki and Paw Paw have not only outlived their generations but are still part of the current generation’s favourites.

YouTube and the Digital Preservation of Nollywood

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YouTube has stepped up as the official repository of Nigerian cinema, and the protector of Nigeria’s Movie Heritage.[41] The dramatic storytelling and memorable characters from movies such as “Sakobi: The Snake Girl” and “Rattle Snake” are unforgettable performances that can still stun all the spectators. This has underscored the Earlier, which defines the continuing interest in these kinds of fables, and the strong cultural values contained and delivered within them. [42]

Some YouTube channels that are most relevant to sharing and archiving content of Nollywood include Nollywood Vintage TV, African Box Office TV, and Play Network Africa TV to name a few. These channels have been essential in archiving Nigerian movies of the early 2000’s and late 1900’s and presenting them to global audiences.

TikTok and the Popularization of Nigerian Music

TikTok is a social media application that allows users to share short videos and has gained immense popularity worldwide, influencing trends in music, fashion, and so on. TikTok has played a significant role in popularizing the Y2K culture. In the realm of music for instance, TikTok trends and the renewed interest in clips from old Nollywood films have sparked the return of old Nollywood music and music creations of the 2000s. One of the main specialties of the platform is the fusion of classics with modern material, thus the platform has played a significant role in popularizing these timeless songs. For instance, P Square’s “Bizzy Body” has been used as trending audio on TikTok for recreations of the viral “you stink with poverty scene” in the 2006 movie “Girls’ Cot”. Also, “African Queen” by 2Baba which was released in 2004 has regained popularity on TikTok. Dance challenges, videos with a romantic background, and lip-syncing videos with this song represent the popularity of the song among users. In the same regard, “Sweet Mother” by Prince Nico Mbarga, a 1976 upbeat song celebrating maternal love has hit the video platform in the same capacity as family and childhood nostalgia videos have. Through these few examples, one can see the significant role TikTok plays in the revival of old Nigerian music- a vibrant aspect of pop culture.

TikTok on Virality and Cultural Exchange

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Beyond music, TikTok has also helped to popularize memorable and funny scenes from old Nollywood movies. These movie scenes, as mentioned earlier, have become a source of memes that have introduced Nigerians and their humour and narratives to an international audience much to the amusement of the filmmakers. The social platforms have thereby turned these films into popular cultured films that are associated with a variety of people. Such global opportunities extend the promotion of Nigerian culture in global society and strengthen culture exchange (Madichie, 2021). In essence, social media platforms play a significant role in enabling the intricate interplay between Old Nollywood movies and pop culture today and that has dynamically created a unique cultural landscape in Nigeria.

Conclusion

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In conclusion, the influence of old Nollywood movies on contemporary Nigerian pop culture is undeniable. Despite their low production quality, these films have found renewed appreciation among younger generations, who cherish the dramatic stories, iconic characters, and distinctive fashion styles that the actors in these movies popularized. This revival has created a unique blend of modern and traditional cultural elements, influencing various aspects of Nigerian culture, from fashion and beauty to comedy, music, and film. With social media amplifying this movement, old Nollywood's legacy continues to shape and enrich the cultural fabric of Nigeria today.

References

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