The African short film landscape has over the years received tepid attention from both the industry, investors, distributors, critics, audiences and even filmmakers. This has meant short films and their marks have been relegated to an understandably last position with feature films and TV series attracting vocal support. Unmindful of limited industry support, African short film makers have continually experimented with different stories and produced films that have screened at local and international film festivals. In 2023, the UNESCO-Netflix partnership birthed African Folktales Reimagined, an anthology of short films from six filmmakers from Kenya, Mauritania, Nigeria, South Africa, Tanzania, and Uganda. Selected from a pool of over 2000 entries, this project marked a defining moment for the African short film filmmaker whilst inferring the hidden and untapped stories on the continent. Though a one-off project, it subconsciously, for those taking note of the possibilities, as far as distribution and marketing goes, registers a workable pathway to have a structured conversation around the marketability of African short films.
Now, the African International Short Film Market(AISFM) which was virtually launched on 28th March, 2025 is positioning itself as a structured platform and market place for the ambitious African short film filmmaker. The Pan-African platform is co-founded by Gbenga Adeoti, the Executive Director, Kagabo Nkubiri, Head of Partnerships and Theodore Ishimwe, Chief Technical Officer. AISFM, as the first platform dedicated to finding market, training, investing and distribution opportunities for short film filmmakers on the continent, aims to attract more young and emerging filmmakers.
AISFM is keenly related to the American Film Market and Durban FilmMart where filmmakers can interest investors, festival organisers and distributors with their projects in various stages of production. However, AISFM’s point of departure is its sole interest in connecting short films and filmmakers to investors and distributors. At this early stage, the platform is operating digitally, giving room for African filmmakers to pitch and possibly sell their projects. Towards the end of the year, as mentioned by the founders, there will be a physical exhibition event in Lagos, Nigeria.
The Nigerian film industry already has a large number of short film filmmakers and platforms dedicated to them. There is Ibadan Indie Film Awards, S16 Film Festival and The Filmjoint Awards and The Filmjoint Premieres, co-founded by Adeoti. When asked how beneficial the existence of AISFM will be to these Nigerian filmmakers, Adeoti began by mentioning that AISFM is a platform that connects buyers and sellers—where filmmakers (sellers) meet distributors and platforms (buyers). This, as he further explains, will create visibility and business opportunities for short filmmakers across Africa. “Essentially, it is a premier marketplace that links filmmakers with distributors, platforms, and industry stakeholders,” he says.
Adeoti acknowledged the commendable surge in short film production in the Nigerian film industry. Despite this surge distribution, monetisation along with funding opportunities and professional development remains a major challenge. This professionally structured environment and platform is what the AISFM is offering to Nigerian and African short film filmmakers. Thus, beyond being a marketplace, AISFM is poised to offer opportunities for filmmakers with projects in development or production to pitch their work, network, and access industry resources. “We are building a structured ecosystem where short films can have strong market potential while retaining their artistic value,” Adeoti explains.
AISFM has a strategy in palace to attract filmmakers, investors, distributors, mentors and media attention. Adeoti isn’t bashful in revealing this when asked. As the Executive Director mentioned, the key strategy is the platform’s created value. “AISFM is designed to fill a major gap and provide solutions where challenges exist. When people see the potential and impact of what we are building, they will want to be part of it,” he says. To entice filmmakers, the AISFM team is providing direct opportunities to connect them with distributors, secure funding, and network with industry experts, festivals, and other stakeholders. For investors and distributors, the platform is aiming at showcasing the commercial viability of short films, curating special selection of films that can be marketed.
For Nkubiri, the Head of Partnership, AISFM is approaching partnerships through strategic positioning, targeted outreach, and value-driven offerings. “Part of those offerings is revenue-sharing deals and career-building opportunities for filmmakers, ROI-driven approach and exclusive access to investors, and for distributors curated content which saves them the time and effort of content scouting,” he adds. As Adeoti explains , AISFM will be working with established filmmakers, producers, and executives who are passionate about supporting emerging talents. “By design, AISFM will organically generate media attention, industry participation, and investment interest because of the innovative value it brings to the short film ecosystem,” he concludes.
Conversations around African cinema and its filmmakers swing amongst South Africa, Nigeria and more recently Kenya. This has meant a limited understanding of the broader African film landscape. Judging that the virtual launch had over 77 attendees from different Africans countries besides the three previously mentioned countries, it becomes pertinent to ask how the platform will prevent monopolising. Adeoti tells me that they are encouraging cross-border collaborations, language inclusivity to ensure engagement with Francophone, Anglophone, and Lusophone filmmakers, and courting global partnership too.
“AISFM is built to serve the entire African short film ecosystem, ensuring fair representation and access to opportunities for filmmakers across the continent. By fostering collaboration, embracing language diversity, and securing strategic partnerships, we are making AISFM a truly Pan-African initiative that uplifts short filmmakers from all backgrounds.”
As mentioned by its founders, one of AISFM’s strategies lies in building the capacity of filmmakers. This, it did, by announcing a call for submission of a one-minute pitch which was won by Ayeka Wilunda, Kenya, Ella Bakare, Nigeria, Mbasa Tsetsana, South Africa and Emmanuel Amimo, Kenya. Winning this gave these four filmmakers an opportunity to pitch their stories to industry experts during the virtual launch while receiving encouraging and constructive feedback on how to shape and better their pitches and projects.
It’s still day one for the AISFM team. As Nkubiri enumerates, AISFM is actively looking at fostering partnership across industries to boost the distribution and visibility of African short films. “The platform aims to collaborate with film distributors & streaming platforms, film festivals & Industry Events, media & tech companies, film journalists & critics, brands & investors and creative and cultural organizations.”
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