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2002, Berlin, Germany: Rebranding Nigeria via Nollywood in Germany
It was just after the end of military rule in Nigeria, a time when the country’s image had been badly tarnished. In was the early years of President Olusegun Obasanjo’s administration when Nigerians in the diaspora were called upon to help restore the nation’s reputation echoing the spirit of John F. Kennedy’s famous words: “Ask not what your country can do for you—ask what you can do for your country.”
As a graduate of the London School of Journalism and senior Berlin correspondent for The African Courier (TAC) magazine, the only monthly African news magazine in Germany then. I dedicated myself to reporting positive stories about Nigeria’s democratic rebirth. Yet our efforts often felt like a lone voice crying in the wilderness, too small to withstand the powerful Western media outlets that dominated international narratives. Their negative documentaries relentlessly highlighted Nigeria’s decaying infrastructure and social problems, shaping global perceptions. The imbalance was so severe that many Western students thought Africa was a single country rather than a continent. Stereotypes ran so deep that Western parents usually discouraged their children from marrying Africans, clinging to crude beliefs that Africans lived in trees or tents. Africa was repeatedly branded the “dark continent.”
FOUNDER OF NOLLYWOOD IN GERMANY
For Isaac Izoya, these constant insults against Africa in general and against Nigeria in particular, which was still viewed as unsafe and unworthy for serious business engagement became unbearable. Something had to be done. With no social media platforms or alternative networks to counter these damaging portrayals, and with TAC magazine’s reach limited, Izoya saw only one powerful tool left: images, Video and film media people trusted not to lie then.
From this was born, in 2002, Izoya’s idea to use Nollywood films as a weapon of cultural resistance, his personal contribution to shaping the image of a new Nigeria.
At Izoya’s request, a meeting was convened at the Nigerian Embassy in Berlin with His Excellency Ambassador Baba Waki, then Acting Ambassador, and Consul General Habib Baba Habu. Izoya presented his proposal: to produce cross-border Nollywood films showcasing Nigeria’s positive stories, filmed in both Germany and Nigeria. These films would present authentic images of Nigeria that Western media refused to show, allowing viewers to judge for themselves whether Africans truly “lived in trees.” The vision also included bringing Nollywood stars to Berlin for film premieres and touring them across Europe to engage directly with fans.
As Izoya put it: “Since the mountain will not come to Mohammed, Mohammed must go to the mountain. If the world will not come to Nigeria, then we must draw it in—using entertainment to capture their attention and attract investment to Nigeria. If America can dominate the world through military power and entertainment, let us use what we have, our entertainment industry to win the world’s attention for Nigeria potential investors.”
The proposal was warmly received. Ambassador Waki immediately assigned Mr. Lawrence Haruna, then Head of Information, Arts, Culture, and Tourism at the Embassy, to work directly with Izoya and provide every necessary support. “This is a viable project to counter all these negative narratives about our country, Nigeria. Count on us, I am fully behind you to make sure this proposal sees the light of day,” Ambassador Waki assured him. A promise kept.
That moment marked the birth of what is today known as Ehizoya Golden Entertainment e.V.
Backing up his vision with action, Isaac Izoya established contact with one of Nollywood’s most celebrated directors, Lancelot Oduwa Imasuen. Their collaboration led to Izoya’s first Nollywood film production in Germany, Sinners in the House, shot in Berlin, German and Lagos, Nigeria. The cast featured some of Nollywood’s finest, including the late Justus Esiri, Charles Inojie, Ngozi Ezeonu, Empress Njamah, and Izoya himself.
At a time when many Nollywood films were dominated by “voodoo and evil forest” themes, Sinners in the House broke new ground. Its storyline addressed provocative fashion trends among young people and the negative consequences of parental extremism in raising children. It offered a cultural comparison, portraying African methods of discipline and upbringing as producing humility and respect compared to their Western counterparts. The film’s cultural relevance earned it a place in academic study; universities such as Humboldt University of Berlin and institutions across Europe used it as teaching material in African Studies, with students referencing it in their final projects.
It was also the first Nollywood film to showcase stunning visuals of Berlin, Lagos, and even KLM aircraft fuselage bridging continents on screen.
As proposed, Sinners in the House premiered in Berlin with three of its stars Ngozi Ezeonu, Empress Njamah, and Isaac Izoya alongside director Lancelot Oduwa Imasuen. The event was graced by distinguished guests: His Excellency Ambassador Baba Waki of Nigeria Embassy, His Excellency Ambassador R. I. Alhassan of Ghana Embassy, His Excellency Ambassador Lt. Gen. F. G. Sibamba of Zambia Embassy, Prof. Andrew Haruna (then lecturer at Humboldt University, now Vice-Chancellor of Federal University Gashua), Prof. Stephania Alofuokhai-Ghogomu, ZDF television moderator Matthias Hügle, and the Managing Director of Ghana Airlines, among others.
In his opening remarks, Director Lancelot Oduwa Imasuen declared: “You are all part of history tonight. This is the first Nollywood film ever to premiere in Europe, the first with locations in both Nigeria and Germany. It`s different from the typical Nollywood ‘voodoo’ narratives and instead showcases Berlin and Lagos through a socially relevant story. Thanks to Isaac Izoya for this groundbreaking idea and to His Excellency Ambassador Baba Waki for his support. At the German Consulate in Lagos, we were treated like diplomats, our applications were smooth, even served with tea. This is the power of a constructive vision.”
In his remarks, Ambassador Waki said: “If we had more Nigerians like Isaac Izoya across Europe, the world would turn its attention to Nigeria’s tourism and culture. What we have witnessed tonight is one of the best ways to rebrand our country. I am proud of him and his team, we are proud to be Nigerians today.”
In his closing remarks, Izoya expressed gratitude: “Thank you to those who believed in our dream, and even to the doubting Thomases whose doubts pushed us harder for good result. With the Embassy’s continued support, I assure you: The Show Must Go On.”
That final phrase became the motto of Ehizoya Golden Entertainment, symbolizing its resilience and commitment to promoting Nigeria’s image through culture.
The Nollywood stars left lasting impressions by starring in Izoya’s new production, Zero Your Mind, also filmed in Berlin and Lagos. Though social media was not available at the time, word of the Berlin premiere of “Sinners In The House” spread rapidly across Europe, fuelling demand for more events.
This momentum led Izoya to organize another Nollywood event for the premiere of “Zero Your Mind” and Europe tours, with Nollywood icons Chinedu Ikedieze and Osita Iheme (Aki and Pawpaw), comedian Julius Agwu, and director Imasuen onboard.
The success of our star-studded event in Berlin quickly carried us beyond Germany’s borders to Turin, Italy, where an unforgettable show lasted barely five minutes. The hall was packed to capacity with Nollywood fans from across Italy who had come to see for themselves the “baby-like men,” the beloved Aki and Pawpaw. The atmosphere was electric; the uncontrollable audience’s thunderous cheers nearly pulled down the roof at their introduction. For safety, security personnel had to rush the two stars straight to their hotel.
That moment marked the true beginning of our Nollywood Film Festival Europe tour. The success of their visit was widely reported by media outlets both within and outside Nigeria, drawing Europe’s attention to Nigeria Nollywood and its global potential. This visibility eventually opened the doors for more Nollywood filmmakers to participate in the prestigious Berlinale Film Festival, thanks to renowned German filmmaker Dorothee Werner, a member of the Berlinale Board of Directors and a steadfast friend of Nollywood. She went on to collaborate with the late Peace Anyiam-Osigwe, founder of the Africa Movie Academy Awards (AMAA), on several Nollywood Co-productions.
As of 2025, Dorothee Werner now serves as the Head of AMAA and sits on its Board of Trustees, partnering with Isaac Izoya, who is a consultant for the “Box Office Around The World” Film Festival in Berlin, Germany where Dorothee is also member of the board of directors.
In 2009, at the request of the then Lagos State Governor, His Excellency Babatunde Raji Fashola, CON, SAN, Dorothee Werner, the late Peace Anyiam-Osigwe, and Isaac Izoya jointly organized the landmark “Loving Lagos and Nollywood Extravaganza” in Berlin powered by Lagos State and Goethe Institute. The event was designed to attract investment to Lagos State and was graced by leading Nollywood figures and industry stakeholders. Among the distinguished guests from Nigeria were the late Peace Anyiam-Osigwe, Dr. Don Pedro, Kate Henshaw, Dr. Shaibu Husseini, Charles Inojie, Mercy Johnson, Benedict Johnson, alongside a host of investors across Germany and beyond. The occasion also featured the premiere of Izoya’s film, Run!… But You Can’t Hide. (Re-Branding Lagos In Berlin Titled; “LOVING LAGOS” – Isaac Izoya https://youtu.be/6KaqWZAIhGo?si=bzq4veAsPrAJBQZ8
Isaac Izoya, an Esan native of Edo State, Nigerian-German actor, producer, showbiz entrepreneur, scriptwriter, and graduate of the London School of Journalism, went on to establish Ehizoya Golden Entertainment e.V. Since then, the organization has become a powerful platform for cultural promotion, rebranding Nigeria’s image through entertainment. Its flagship project, the Nollywood Film Festival Europe, showcases African heritage, uncovers hidden artistic talents, and promotes Nigeria’s culture through annual roadshows touring 18 cities across 9 European countries.
Over the years, he has brought countless Nollywood stars, comedians, and musicians to Europe, among them Patience Ozokwor, Ramsey Nouah, Jim Iyke, Jackie Appiah, John Okafor (Mr. Ibu), Basketmouth, I Go Dye, Julius Agwu, Timaya, 2Baba, and Kiss Daniel. No other African entertainer has matched this record in Europe.
In 2012, Ehizoya Golden Entertainment celebrated Nollywood’s 20th anniversary in Essen, Germany, honouring stars like Association of Movie producers AMP president Okafor Zik Zulu, Monalisa Chinda, Jackie Appiah, and Charles Inojie. This milestone inspired the establishment of the Nollywood Film Festival Germany (NFFG) and its closing event, the Nollywood Europe Golden Awards (NEGA). Held annually in Frankfurt since 2014, in partnership with institutions like the Hessen State Ministry of Arts and Culture and Ethiopian Airlines, the NEGA Awards recognize excellence in Nollywood and beyond, including politicians and business leaders who have supported African culture and tourism.
Right; H.E, CG John Ejinaka, Senator Donzella, James USA & Queen Blessing Itua Hollywood – NEGA
Today, NFFG and NEGA draw global industry leaders, stars, and dignitaries from Hollywood filmmaker Queen Blessing Ose Itua to Nigerian and international ambassadors. Award recipients have included are Senator Donzella James of Atlanta Georgia, USA, Funke Akindele, Ali Nuhu, Innocent Idibia (2Baba), Kiss Daniel, Zeb Ejiro, and Ambassador Abdul Bin Rimdap, among over 150 recipients so far.
For his cultural diplomacy, Izoya has been honoured as a Cultural Ambassador in Hamburg. He has also appeared in international productions such as Hollywood production Unknown White Male (with Liam Neeson and Diane Kruger), the German film Final Farewell with Rolf Eden, and numerous Nollywood titles including Sinners in the House, Love in Berlin, Zero Your Mind, Run! But You Can’t Hide, Final Solution, Hoand And Abroad, Karma and many others.
Through perseverance, creativity, and the power of Nollywood, Isaac Izoya has turned entertainment into a tool of cultural resistance, rebranding, and international diplomacy, living proof that indeed, the show must go on.
Mr. Izoya´s untiring contributions to Nollywood Film industry as well and the propagation of African cultural heritage via Ehizoya Golden Entertainment e.V he founded is well documented. His contribution has been acknowledged by several awards of excellence he has received. Some of the awards he has received include the following.
- 2004 – Cultural Ambassador Award Certificate by Association of African Ambassadors in Berlin
- 2004 – African Macro Entertainment Certificate of Merit, Berlin, Germany
- 2005 – Appointed by Association of Movie Producers to represent their interest in Europe,
- 2007 – Nollywood Outstanding Personalities Award NOPA by National Association of Movie Journalist NAMOJ, Lagos, Nigeria.
- 2008 – Kultural Ambassador Media Award KAMA by African Heritage/Media Consult, Hamburg, Germany.
- 2009 March 18th, Represented Nollywood for panel discussion at the Fribourg International Film Festival FIFF, Switzerland.
- 2009 November; Babylon/German Federal Film Board (Filmförderungsanstalt-FFA) Film Workshop in Berlin.
- 2012 – The Voice African Achievers Award, Amsterdam, Holland.
- 2012 – Nominee for Adler Award as African Best Entertainment/Producer In Europe by African Youth Foundation – AYF. Bonn, Germany. etc,
- 2015 – Ambassador Of Entertainment Award – by Nollywood – Actor Guild of Nigeria – AGN, Lagos
- 2015 – Nigeria Entertainment Promoters In Diaspora Award – Nollywood – Saving Life for Africa Diabetes Foundation – SLAD, Lagos, Nigeria.
- 2016 Queen of Nollywood Excellence & Leadership Award. Ludwigshafen, Germany.
- 2017 – Butterfly Award, Frankfurt Am Main, Germany.
- 2017 – Diamond Recognition Award – Hamburg, Germany.
- 2018 Distinctive Honours Awards – Antwerp, Belgium
- 2019 ADMA Honorary Award – Holland
- 13th June 2021 Lagos – SAFETY AMBASSADORS in Nigeria by TSA/GBV
- 23rd Oct, 2021: Izoya: Nollywood Film Festival Germany NFFG won The Best African Festival In Germany Organized by Ortel Mobile and AfroNews
- July 2022. “Consulate Gen of Nigeria Frankfurt Awarded Izoya for his commitment to promotion of Nigeria culture in Europe” by H.E Amb, CG Wahab A. Akande – First of its kind Diplomatically in Germany etc
Nollywood: The Creation of Nigerian Film Genres
Author: Jonathan Haynes USA
Behind The Scene – Inside European Production Culture(Exporting Nollywood – A. Jedlowski. Paris, France)
Author. A. Jedlowski, Edited by Petr Szczepanik and Patrick Vonderau
Nollywood in the Diaspora:
An exploratory study on transnational aesthetics
Author. Sophie Samyn
Master Kunstwetenschappen, Universiteit Gent, Belgium
Female Narratives in Nollywood Melodramas
By Elizabeth Johnson, Donald Culverson
Global Nollywood: The Transnational Dimensions of an African Video
By Matthias Krings
Nollywood; The Billion Dollars Money Zone
By Cyprian Jasson (France) – just to name a few
PATIENCE OZOKWO (aka Mama G)
RAMSEY NOUAH
ZIK ZULU (AMP President at the time of receiving the award)
EMEKA IKE
OLUFUNKE AKINDELE
CHARLES INOJIE (2ND TIME)
CASSIE KABWITA (Lusaka Zambia)
RITA EDOCHIE
MONALISA CHINDA
COSSY OJIAKO
BISHOP IMAN OKON
FREDERICK LEONARD
ALI NUHU
EMPRESS NJAMAN
ZEB EJIRO
OKOLI OBIANUJU CYNTHIA
MARY UCHE AGWU
BIGIESON QUEEN BLESSING (AMP President)
AGHOLOR CYNTHIA
JACKIE APPIAH (Ghana Actress)
NADIA BUARI – Ghana Actress
CHARLES INOJIE (Actor/Director)
LANCELOT ODUWA (Producer/Director)
OSUAGWU VICTOR IFEANYICHUKWU (aka One Dollar)
OSITA IHEME (Pawpaw)
EMMANUEL ALUEDE (Nollywood UK Executive Producer)
OKAFOR ZIK ZULU (2012 Association of Movie Producers – President)
EMELONYE OBI, (Producer/Director; United Kingdom)
OGUNJIOFOR OKECHUKWU POLYCARP (Producer of Nollywood 1st movie)
DOUBLE A ENTERTAINMENT (HOLLAND)
WERNER DOROTHEE Berlin
ADEDEJI OLAMIDE GBENGA Gandoki – Standup Comedian)
IGBOMGBO GIFT LOVEDAY (Stand-up Comedian)
TONY MOFE – (Gandoki – Standup Comedian)
QUEEN BLESSING O. ITUA – (Hollywood Star, Author and Chief of Staff to Senator D. James, USA)
KALU EGBUI IKEAGWU
SARIAN MARTIN ORUENE
DR HENRY EMEKA OBIDI
FELIX DUKE
JULIUS AMIOJE AMIOJE
IYEOBA. Received by Dr Henry Emeka Obidi (Family History Drama)
OFFSHOOT. Received by Ms. Toyin Adewumi (Best Action Film)
A COUNTRY CALLED GHANA…. (Best Indigenous Film)
HIS EXCELLENCY, AMBASSADOR ABDUL BIN RIMDAP retd London, UK
HIS EXCELLENCY, AMBASSADOR. JOHN CHIKA EJINAKA. Frankfurt, Germany & New York USA
HIS EXCELLENCY, AMB HABIB BABA HABU New York
HIS EXCELLENCY, CG, AMB WAHAB A. AKANDE (Nigeria Consulate Frankfurt, Germany)
HER EXCELLENCY, SENATOR DONZELLA JAMES, (Democratic senator representing Metropolitan Atlanta’s 35th District of Georgia),
HON. OMOREDE EKOGIAWE OSIFO (Abuja based Ex-Commissioner of Arts and Culture of Edo State)
SIR MIKE MBAMA OKIRO IGP rtd, CFR, NPM, mni.Chairman
MRS CHARITY OBUAH – Humanitarian/ Orphanages Foundation
UMEJURU ISAAC – Peace Advocate
CHIEF ONYEMA ANTONY AJIDUAH – London UK
CHIMEZIE EBI – Youth Empowerment
DONALD PETERSON “CEO Richfield Group – Abuja
PAULYN JANSEN (CEO AYF, Bonn, Germany)
VICTOR NJINMAH OTUNBA (Group Chairman at Njinmah Foundation, Germany)
BENJAMIN JAMES (Hoffenheim Jr Team Bundesliga Football Coach – Germany)
STEVE OLU (CEO – Vigiscope EK GmbH, Germany)
ALHAJI MONSURU ADELEKAN – Excellence in Humanitarian Services
ROTIMI J. D ONI-ORISAN (Lagos Real Estate)
OLIVIER BEGUE (DB Employer Sicherung Bahndiest – Cameroonian)
ROSALYN DRESSMAN (President African Union Tide, Dortmund, Germany)
INNOCENT IDIBIA (aka 2Face/2Baba)
KISS DANIEL – Musician
DON VS – Musician – Italy
EHIMARE FESTUS EROMOSELE. G-Worldwide Label Director
LOUIZA WILLIAMS – Kiss Daniel manager
LOVE ITOYA – Musician, Greece
OMOROGBE EFE – 2Baba Manager
OSAROBO DICKSON IGBINOSUN (UK Based 24Bits Music Producer)
EMPEROR WADADA P. A AIKORE (Esan Musician)
IWENJORA FREDRICK OBIORA: (Vanguard Newspaper, Lagos, Nigeria)
SHIABU HUSSEINI: (Guardian Newspaper, Lagos, Nigeria)
EMEDOLIBE NGOZI ERASMUS: – (Mirror Newspaper, Lagos, Nigeria)
AKANDE OLUSEGUN VICTOR: (The Nation Newspaper, Lagos, Nigeria)
NWAGBARA CHARLES NWAKERENDU: (High Society Magazine. Lagos, Nigeria)
FEMI AWONIYI: The African Courier magazine, Germany
ELVIS IRUH (The Voice – TV Magazine Holland)
CYPRIAN JASSON: Nollywood Radio/TV France etc.
HON TONY AIRHENBUWA (Hamburg Radio Presenter)
DAIRO ABIDEMI EMMANUEL (Channels TV. Lagos, Nigeria)
(Just to name but a few)
Looking back in retrospect, we are proud to say that our journey—untainted and purposeful and has been a mission accomplished. It has brought immense value to the images of both Nigeria and Germany alike, and we continue to wax and grow stronger, committed to projecting a positive image of Africa while deepening the synergy between Europe and Africa, with Germany and Nigeria at the heart of our efforts.
With decades of experience behind us, we have successfully bridged cultures gaps across the Atlantic through our multicultural initiatives since 2002. As we look ahead with optimism to an even brighter future, we reaffirm what has always guided us: “The Show Must Go On!”
Isaac Izoya Cultural Ambassador
Ehizoya Golden Entertainment e.V
Wegscheidestr 1, 60435 Frankfurt Am Main
Mobil: +49 (0) 17614832295 & +49 (0) 15210200103
E-Mail: info@nollywoodawards.com oder ehizoya@yahoo.co.uk
EHIZOYA GOLDEN ENTERTAINMENT – EGETV – YouTube
NOLLYWOOD FILM FESTIVAL GERMANY NFFG & NOLLYWOOD EUROPE GOLDEN AWARDS NEGA | Facebook
Motto: The Show Must Go On!