The Federal Government has pledged full support for the Arewa International Film Festival (AIFF) 2025, describing it as a vital platform to reclaim the cultural narrative of the Sahel region, stimulate youth empowerment, and integrate Northern Nigeria into the global creative economy.

Minister of Art, Culture, Tourism, and the Creative Economy, Hannatu Musawa, made this known in Abuja at a press briefing on the official unveiling of the festival, themed ‘Reclaiming Our Voice: The Sahel Through African Eyes’.

According to her, the government was committed to creating an enabling environment for the creative industry through policy reforms, infrastructure development, funding, and regulation, ensuring that the Northern film industry, popularly known as Kannywood, was not left behind in national growth plans.

“We are actively working to build infrastructure such as film villages, studios, and creative hubs, with at least four of the six new national capacity centres located in the North. This festival gives Arewa a seat at the global table, but the region must also take responsibility for telling its own story,” Musawa said.

She revealed that the ministry had secured a €100 million commitment from the French Treasury for creative infrastructure and a $200million Creative Economy Development Fund from Afreximbank, adding that access to such funding would be open to Northern creatives who step forward to participate.

The Minister stressed that intellectual property protection, industry regulation, and collaboration between regions were crucial for sustainability, urging Northern stakeholders to mirror the proactive strategies of their Southern counterparts.

“Government alone cannot drive this industry. Creatives in the North must showcase what they have to offer, stop waiting for handouts, and leverage opportunities like AIFF to build capacity and attract investment,” she said.

Managing Director of the Nigerian Film Corporation (NFC), Ali Nuhu, said AIFF would host masterclasses in acting, directing, producing, and cinematography, alongside pitching sessions to connect emerging talents with sponsors and production funding.

“We want to move beyond predictable love stories and address pressing social issues such as drug abuse and insecurity. Festivals like this will uncover fresh voices, create networking opportunities, and link our stories to international markets,” Nuhu noted.

The Centre for Black and African Arts and Civilization (CBAAC) representative underscored the economic potential of cultural festivals, highlighting their ability to boost tourism, hospitality, and local economies while preserving heritage.

“Authenticity sells. The world is looking for original African stories told from our perspective. Film festivals like AIFF help us value our traditions, empower women within culturally acceptable spaces, and inspire the next generation,” she said.

Founder and Convener of AIFF, Rahama Sadau, described the festival as a cultural renaissance and a bold step towards repositioning the North in the global creative conversation.

“AIFF is for everyone, but it is rooted in telling our own stories to the world. From TikTok filmmakers to AI storytellers, we want to bring raw, authentic voices to the global stage,” Sadau said.

The week-long festival, scheduled for November 2025 in Kaduna, will feature over 100 curated film screenings, cultural exhibitions, royal durbars, awards, and workshops, drawing creatives, investors, and diplomats from across the globe.

Organisers said the event will not only celebrate the North’s rich conservative heritage but also unlock measurable economic and social impact through job creation, youth empowerment, and cultural diplomacy.