Actress Ayo Ewebiyi praises Nollywood’s growth and cultural impact, urging filmmakers to collaborate and prioritise storytelling over competition
Nollywood evolution boosts Nigerian culture, according to celebrated actress and cultural ambassador Mrs Ayo Ewebiyi. In an interview with the News Agency of Nigeria on Tuesday, she praised the growing global recognition of Nigerian heritage and the country’s vibrant film industry.
She pointed to recent cultural events, such as the Ojude Oba festival in Ijebu Ode, Ogun State, as examples of how traditional fashion and festivities are gaining global attention.
“Our cultural heritage is advancing steadily,” she said, describing the event as a colourful showcase of Nigerian identity. She believes these developments will soon turn Nigeria into a major tourist destination.
Ewebiyi, popularly known as Mama Oriki, urged filmmakers to embrace quality storytelling in their work. She called for stronger collaboration across the industry, especially among those seeking to promote Yoruba culture.
In her view, many filmmakers are too focused on competition rather than the artistic and cultural power of a well-told story.
“I want them to come together. Instead of saying, ‘I want to do my own thing’, they should collaborate to make a meaningful impact in the industry,” she said. According to her, such unity would yield better-quality productions and amplify the global reach of Nigerian cinema.
The actress, widely respected for her mastery of traditional Ewi poetry and chants, also advised filmmakers to consider the value of their reputation when creating content. She warned against the temptation to rush productions or chase popularity at the cost of substance.
“These days, it seems like many filmmakers are more interested in competing than in paying attention to the strength of the storyline,” she observed, adding that lasting cultural value should take precedence.
Ewebiyi’s remarks reinforce a growing conversation about the direction of Nollywood and its role in shaping Nigeria’s image abroad. As both a performer and a promoter of Yoruba traditions, she represents a generation of artists determined to blend cultural preservation with cinematic excellence.
Her call for collaboration and cultural integrity arrives at a time when Nollywood continues to expand its international footprint. For Ewebiyi and many others, this moment offers a rare opportunity to harness storytelling as a powerful tool for tourism, national pride, and global recognition.
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