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Streaming services: Amazon inks deal with Nigerian firm

Amazon Prime Video has named Insight Publicis, an agency based in Nigeria, as its creative agency of record.

The company is preparing to launch in Africa’s biggest economy in Q3 2022.

According to a statement, this was the latest move in Amazon’s investment in expanding its streaming service, available in more than 240 countries, into Nigeria’s vibrant film scene.

The statement said Amazon’s Prime Video had been strategically expanding its Nigerian content offering in the last year. In January, the company struck a multi-year exclusive licensing deal with Anthill Studios, a Lagos-based company behind movies like the Elevator Baby and the Day of Destiny.

This was after closing a similar deal in December 2021 with Inkblot Studios, which produced the commercially successful ‘The Wedding Party’ films. Just recently, Nigerian Highlife singer, Flavour, was reported to have signed an exclusive deal with the streamers for the release of a biopic.

The statement read in part, “The race by major global players to claim space and win big in the best-known African film industry is not only a testament to the landscapes financial promise – internet penetration is on a steady increase, the cost of data is low, and the smartphone is the most-used device for entertainment among 18-year-olds but also proof that the Nigerian film industry is a market that global powerhouses must prioritise.

“Insight Publicis brings an inconceivable depth of creative expertise through proven management in creating best-in-class campaigns, as well as artistic excellence, to deliver authentic African stories that align with Amazon Prime’s vision to diversify its global offer and draw audiences of Nigeria closer to the platform.”

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