Exploring Africa’s Rich Cultures through the Lens of Norman Busigu

Growing up in the UK, British-Ugandan award-winning independent filmmaker, media broadcaster and fashion model Norman Busigu read and saw a lot of narratives, such as poverty, suffering and corruption, that undermined the value of Africa. Disturbed by what he felt was a deliberate western media underrepresentation of the strengths of the continent, he decided to take matters into his own hands and explore the rich and vibrant aspects of African life and cultures.

His curiosity about uncovering Africa’s beautiful truths inspired him to start making Africa-based documentary films that would see him travel from one African country to another and present captivating and greater narratives about the continent through the eye of the camera. It was necessary for him to embark on this cinematic and curatorial expedition so as to debunk archaic and retrograde stereotypes about Africa and contribute to the progression of the continent for the benefits of its inhabitants and the diaspora community.  Even before this peak moment of realization, he had visited his roots in Uganda a number of times in his formative years. Now, at only age 30, Norman Busigu has toured at least an additional two African countries and achieved commendable results with the release of two critically acclaimed docu-films, Ghana: Africa’s Exciting Entry Point? (2022) and Nigeria: Can Its Youth Shape Its Future? (2023). But Busigu is not resting on his laurels: he is set to unveil a third docu-film while canvassing for the coverage and support of mainstream global media outfits.

Recognized by GQ South Africa as “Africa’s Modern Storyteller” for his groundbreaking achievement in film and media, Busigu has continued to rebrand global perceptions of Africa from a unique, youthful and authentic perspective. His ambitions and strides have been aided by some of  Africa’s leading media platforms, including Pulse Nigeria, Channels TV, The Guardian Nigeria, Metro TV, GHOne TV, Punch Newspapers, Vanguard News and MBU UG. He has also enjoyed the support of the former Global Entertainment for Vogue, Deborah Ababio, the Ghanaian High Commission UK and Soho House private club members.

Busigu’s artistic feats have granted him access to other parts of the world beyond Africa, eschewing territorial limitations as he showcases his works at screening events in private members clubs, cinemas and universities across Europe and America. In recognition of his excellence, his works have made the shortlists at film festivals like Cannes Art Film Fest and Paris International Short Festival. But then, still brimming with incredible zest, the filmmaker wants to consolidate  on his reputation as Africa’s Modern Storyteller. 

In March 2024, Busigu attended a film screening and panel discussion event in Miami, Florida in collaboration with Soho House. Not only did he showcase excerpts from his films at the event but also the experience birthed insightful conversations around topics such as the evolution of Africa’s creative industries, diaspora influences and reflections on Ghana and Nigeria. It was during his time in America that Busigu realized the proliferation of Afrocentric values in the diaspora and the intentional diverse efforts of the African-American community to reunite with their shared Black ancestry. This is noticeable in the laudable cross-cultural and international strides that have been made by the current generation of Afrobeats stars such as Burna Boy, Wizkid, Davido, Tems, Ayra Starr and Tyla. With these acts dominating the western musical hemisphere, there is a new spotlight on the being-ness of Africans. Also credited with this wave of Afrocentrism is the growing popularity of Nigerian fashion.

Busigu, however, observed that many are unable to visit the continent due to reasons such as expenses, security concerns, difficulty in getting visas, lack of networks. This strengthened his belief in the power of films to seamlessly bridge the gap between the African and Western worlds in a manner that is entertaining, informative and inspiring. Having reflected on how well he was received in Miami, his attention now shifts to LA, Atlanta and New York as his next targets in America. 

“It dawned on me the immense scope for opportunity that lies in  America within the creative industries,” noted Busigu while in Miami. “I just had a deep feeling that moving forward I will be needing  much more time in America, and importantly, the support of mainstream media publications and platforms to truly amplify my efforts and message globally. I really believe that I can propel my career  into a new dimension should things align in the right way for me in America, because of how  sophisticated its creative industry is, the widespread opportunities to gain funding, and the endless  networks that I can tap into.”

In further reflections, Busigu commends Tiwa Savage for the release of her film Water and Garri on Amazon Prime. Being a fan of the Afrobeats diva, he hopes to collaborate with her and also wants her to explore more Afrocentric film productions. He lets out his plan to return to Lagos to create new relationships and familiarize himself more with her cultural and creative spaces.