Nigerian filmmaker and storyteller, Laju Iren, has emphasized that creativity alone is not sufficient to build a successful and sustainable career in the film industry. She made this known while speaking on the realities of filmmaking in Nigeria, stressing that aspiring filmmakers must combine talent with strong business sense, discipline, and continuous learning.
According to Iren, many young creatives often assume that passion and artistic vision are all it takes to succeed in the industry. However, she pointed out that the film business demands more — including strategic planning, networking, marketing skills, and a clear understanding of audience preferences.
“Creativity is important, but it’s only one part of the puzzle,” she explained. “Filmmaking is not just about telling stories — it’s also about managing budgets, leading teams, promoting your work, and understanding the market. You need to treat your creativity like a business if you want longevity.”
Iren, who is known for her inspirational films and storytelling workshops, advised upcoming filmmakers to invest in professional development and stay open to collaboration. She noted that the evolving digital landscape has created more opportunities for storytellers, but also raised the level of competition.
“The world is watching African stories now, and that’s exciting,” she said. “But it also means we must raise our standards. You can’t rely solely on raw talent — you must refine it, learn the craft, and understand the business side of things.”
Laju Iren’s remarks reflect a growing conversation within Nollywood about the need for professionalism, financial literacy, and sustainability in the creative industry. As streaming platforms and international collaborations expand the reach of Nigerian films, her message serves as a timely reminder that passion must go hand in hand with purpose and planning.
