THE MAKING OF A PAN-AFRICAN CULTURAL ICON: DR. JAMEZANY JAMES IN AN EXCLUSIVE SESSION WITH IRODILI C. IROEGBU INTERVIEWS

INTRODUCTION

 

In an era where Africa’s stories are finally being told on global stages, few voices bridge the worlds of culture, film, and diplomacy as seamlessly as Ambassador Dr. Jamezany James. A Nigerian Pan-African Cultural Ambassador and Head of the Azania Filmmakers Association, Dr. James has dedicated his life to promoting African narratives, fostering unity across the continent, and positioning African cinema as a force for cultural diplomacy.

 

From the bustling streets of Lagos Island to international film festivals, his journey embodies the vibrancy, resilience, and creativity of Africa. In this exclusive interview with Irodili C. Iroegbu, Pan-African Journalist, Poet, and Activist, Dr. James shares insights on the power of storytelling, the rise of Nollywood and Afrobeats, and how African nations can harness culture to foster unity, peace, and global influence

 

1. Dr. Jamezany James, as a Nigerian cultural ambassador working across Africa, how has your background shaped your vision for African storytelling and cultural unity?

 

Growing up in the vibrant, pulse-quickening streets of Lagos Island in Lagos, I was surrounded by a kaleidoscope of traditions, Yoruba folklore, Eyo festival, Fanti carnival, Igbo masquerades, Hausa poetry, and the ever-buzzing energy of Nollywood and the music industry, as well as Lagos parties.

That melting pot taught me early that Africa’s true power lies in its diversity, and that storytelling is the thread that can stitch together our myriad cultures.

 

When I stepped into roles like ECOWAS West African Youth Ambassador, Roving Ambassador for the State of the African Diaspora (SOAD), and FESTAC Africa Festival Ambassador, I realized diplomacy isn’t a side gig, most especially cultural and public diplomacy, since I came in from the creative arts, culture, and media ecosystem. I know that cultural diplomacy is the most potent soft power weapon we have.

 

Meanwhile, as head of the Azania Filmmakers Association (Pan-Africa), we are a network where various African film industries, Nigeria’s Nollywood, Ghana’s Ghallywood, South Africa’s Mzansi, Kenya’s Riverwood, etc.—collaborate and co-produce narratives that reflect a shared destiny.

 

So my vision for African storytelling is simple: tell stories that are authentically local yet universally resonant. Stories that showcase Africa’s challenges, triumphs, and innovations while inviting the world to listen, learn, and join the conversation. When we amplify each other’s voices, we don’t just entertain; we build bridges, foster unity, and shape a future where Africa writes its own history and tells its own story. One continent, one story!

 

Nollywood’s Dr Jamezany James(Star Cultural Diplomat) with Nollywood’s veteran Actress Ngozi Nwosu and Shirley (Nollywood’s Supporter).

 

2. Coming from Nigeria, the cultural capital of Africa, what aspects of Nigerian heritage most influence your work as a filmmaker and Pan-African diplomat?

 

Nigeria’s cultural heartbeat is basically my creative superpower.

 

Entrepreneurial hustle: Growing up on Lagos Island opened me up to culture early. I recall in 1997/1998 when legendary Fela Anikulapo Kuti, the king of Afrobeat, passed away and was brought to Tafawa-Balewa Square for public viewing before burial. I was just 10 or 11, but I went amidst the huge crowd of adults, as it was less than a 10-minute walk from my quarters. Then, Silverbird’s Rhythm FM dedicated either Saturday or Sunday to playing his songs for about an hour, which unconsciously inspired me about cultural entrepreneurial hustle.

 

Also, Nollywood’s “produce-with-nothing” spirit taught me resourcefulness. At 16/18 years old, I became close to Nollywood actor Robert Peters, whom I met via a female friend at House on the Rock Church. He would invite me to Winni’s Guest House in Surulere, Lagos, considered the den of Nollywood filmmakers, actors, producers, directors, cinematographers, make-up artists, publicists, production managers, etc. That experience endeared me to the hustle and fueled my belief that Pan-African collaboration can thrive if we pool our resources, knowledge, and distribution networks.

 

So yes, as a typical “Lagos boy,” I’ve been shaped to see possibilities in every impossibility, hence my innovation, strength, resilience, and resourcefulness, which have contributed to my journey and success in the industry.

 

Unity in diversity and peaceful coexistence: Nigeria’s 250+ ethnic groups remind me daily that unity isn’t about uniformity. As a diplomat, I champion unity and peaceful coexistence through cultural exchanges and cultural diplomacy. Even as a UN Peace Ambassador, I’ve carried these principles forward. Let me also mention that my achievements in the creative arts and culture ecosystem, and my transition into diplomacy, led to my appointment as Global Ambassador for El Roi London University and being honored with an honorary doctorate in creative arts and culture.

 

I focus on letting each nation’s unique flavor shine while engineering a collective African narrative.

 

One of Dr Jamezany James awards from Sail Magazine awards event at Lagos Chambers of Commerce and Industry in 2021.

First from right is Barrister Pink Republic (Media Personality and Legal Advisor of Azania Filmmakers Association), second from right is Dr Jamezany James(Cultural Diplomat and Head of the Azania Filmmakers Association), third from right is Mr Champion (Media Personality),forth from right is Hon. Oluwasanmi Femi(Journalist and Special Assistant to Osun State Governor ),fifth from right is Nigeria’s Ola Jason(India’s B.ollywood’s Filmmakers and Actor)

 

3. Nigeria is known globally for Nollywood and Afrobeats. How has the Nigerian creative spirit influenced your leadership in the Azania Filmmakers Association?

 

Nigeria’s creative spirit is like a turbocharger for my leadership.

As a seasoned Nollywood and African film publicist and administrator, I am a voice and strategist for the industry. Handling PR and promotions for the whole industry, shaping creative careers, projects, and festivals, it was all done with administrative skill, resourcefulness, and a lot of passion.

Afrobeat’s global rhythm showed me how culture travels through promotions, shaping my vision for the African film industry and the Azania Filmmakers Association. Turning local narratives into Pan-African epics that echo worldwide is central to my work. I also handle music promotions, and it’s important for people to know that music, especially music videos, is part of film, just as movies, TV commercials, documentaries, and soap operas are.

 

Amb Dr Jamezany James, Movie Director Paul Apel Papel,and Hope Obioma Opara the founder of Universal Movie Awards

 

4. Nigeria’s Nollywood is the second-largest film industry in the world. How do you think this Nigerian achievement has transformed Africa’s global cultural identity?

 

Nollywood flips the script on Africa’s global cultural identity. It shifts perception from “dark continent” to cinematic powerhouse, proving African stories can dominate screens everywhere and redefining what African modernity looks like.

Dr Jamezany James (middle) with Barrister Kenneth Ibeanusi(President, Association of Nollywood Movie Directors ANMD),Precious Oliver(Nollywood Filmmaker ) at ANMD national convention in Lagos,Nigeria.

 

5. As a Nigerian voice in Pan-African cinema, what do you believe the world still misunderstands about African storytelling?

 

The world still thinks African storytelling is monolithic—one story fits all. In reality, every country, language, and community holds distinct myths, humor, and struggles. We need to amplify that diversity instead of packaging Africa as a single narrative.

 

 

6. Nigeria has always played a leading role in Pan-African movements. How does your work contribute to strengthening unity among African nations through film?

 

My work ties creative arts and culture, including film, to diplomacy. As a Nollywood and African film voice, I’ve been a frontline advocate for integrating the African film industry. We help countries like Cameroon, Uganda, Sierra Leone, Kenya, South Africa, and others open up to filmmakers and audiences across Africa through the Azania Filmmakers Association. We create shared visual languages that foster empathy, mutual respect, and a sense of “we’re in this together, kicking out borders through cultural exchange and promotions.

 

Dr Jamezany James(Star Cultural Diplomat) with Dr Ali Nuhu(Star Actor and Managing Director of Nigerian film corporation) with Raymond Ofula (Kenyan legendary Actor)

 

7. What partnerships do you hope to see between Nigeria and other African film industries to advance a truly Pan-African cinema ecosystem?

 

I’d love to see Nigeria team up with other Anglophone and Francophone West African countries for joint production funds, South Africa for advanced production labs, and East Africa for talent exchange programs. Imagine a Pan-African Film Fund, where every country contributes a percentage of its film revenues to foster production, festivals, workshops, welfare, and so much more for the African film industry.

 

Nollywood’s Dr Jamezany James(Star Cultural Diplomat) with Nollywood’s veteran Actress Ngozi Nwosu and Shirley (Nollywood’s Supporter).

 

8. As a Peace Ambassador from Nigeria, how do you think African filmmakers can promote peace, tolerance, and conflict resolution?

 

We can spotlight conflict resolution by telling stories that humanize the “other,” showing shared hopes, fears, and histories. Docu-dramas on peace processes, youth-led narratives on reconciliation, and cross-border films and festivals can turn screens into bridges.

 

For example, my South African colleague Nomi Black Queen made For Ikemefuna, a movie about xenophobia in South Africa and its impact on Ikemefuna’s family in Nigeria. It was shot mainly in Nigeria with Nigerian actors. She coordinated the FESTACWOOD film/cinema session for FESTAC Africa Festival 2025 in Ghana, just as I coordinated the 2024 edition in Kenya under SOAD.

 

African Filmmakers. South Africa’s Hazel Friedman and Nigeria’s Jamezany James.

 

9. What lessons has Nigeria’s diverse cultural landscape taught you about peacebuilding through storytelling?

 

Peace thrives when every voice is heard. Storytelling becomes a safe arena where differences are celebrated, grievances aired, and common ground discovered—turning cultural diversity into a peace-building asset.

 

Dr Jamezany James with other fellow Jury members and team at a film festival.

 

10. Nigerian youths are shaping global culture through film, music, and tech. What opportunities do you see for young Africans in the creative economy?

 

Young Africans can tap into global streaming platforms, co-creation hubs, and digital monetization. Nollywood-style rapid production, Afrobeat-driven music videos, and tech-enabled VR storytelling reach diaspora markets instantly. Eighty percent of Nollywood movies aired on DSTV are low-budget, yet stars are made, and jobs are created.

 

African Filmmakers Nigeria’s Dr Jamezany James(middle),South Africa’s Nomi Black Star,South Africa’s Peega Lehloholo

 

11. What policies do you believe countries, starting with Nigeria, must adopt to fully unlock the potential of the cultural industry?

 

Governments should adopt tax incentives for local productions, fund film schools, secure broadband, protect intellectual property, and create a unified African film organization to coordinate policies starting with Nigeria. This is why African governments and the diplomatic community should empower the Azania Filmmakers Association (Pan-African). We have the cultural and diplomatic expertise to unlock the full potential of the ecosystem.

 

Nollywood’s Dr Jamezany James(middle) and Chief Madu Chikwendu with Lagos State Sport Commission Head

 

12. Nigeria’s cultural export, from Nollywood to Afrobeats, is global. How has this influenced your mission as a cultural diplomat?

 

The worldwide reach of Nollywood films and Afrobeats shows that culture is Nigeria’s soft power. It fuels my diplomatic mission to position African narratives globally, negotiate partnerships, and showcase African talent as a Cultural and Peace Ambassador.

Filmmakers Dr Jamezany James with Juliet Bih somewhere in Africa….both are also of Azania Filmmakers Association (pan-africa).

 

13. How can African countries follow Nigeria’s example in using culture as national branding and soft power?

 

Invest in national film funds, host annual cultural festivals, brand iconic landmarks, and leverage diaspora networks. By packaging culture with tourism and trade, they can replicate Nigeria’s model of turning creativity into economic leverage. As a Pan-African Cultural Ambassador, I am open to working with governments, businesses, and corporate entities across the continent to add value.

 

Members of Azania Filmmakers Association(Pan-Africa) from across Africa met somewhere in central africa for a vital meeting on how to further contribute in moving forward the African film industry!

Photo credit: Dr Jamezany James (Head,Azania Filmmakers Association)

 

14. What inspired you, a Nigerian cultural ambassador, to dedicate your life to Pan-African cultural activism?

 

Growing up on Lagos Island, close to cultural events at Tafawa-Balewa Square, Mason Center, National Museum, Broad Street, Marina, Bar-Beach, and King’s College, my school with students from across Nigeria and Ghana, listening to all genres of music and watching films from Nollywood, Hollywood, Bollywood, Ghallywood, etc., shaped me. The energy of Nollywood’s hustle and Afrobeats’ global beat ignited my drive to champion Pan-African cultural activism, ensuring Africa writes its own story.

From right:Nigeria’s Dr Jamezany James(cultural ambassado) ,Ghana’s Queen Mother,Ghana’s Ambassador Stephen Sackey

 

15. What is your long-term vision for African cinema, and how will Nigeria continue to lead this movement?

 

I envision African cinema that competes globally, technologically advanced, narratively diverse, and financially sustainable. As a devoted Pan-Africanist, I focus on a united Africa. It’s not about Nigeria leading co-production or distribution platforms; my vision is for Africa as a whole, nurturing talents across the continent and championing African languages worldwide.

Nigeria’s Dr Jamezany James(first from left),African American Dr Kojo Kerukhuti Williams(middle),Ghana’s Amb.Stephen Sackey at FESTAC Africa Festival cocktail party in Ghana.

16. If Africa were to rise as a global cultural superpower in the next decade, what must Nigeria and the rest of the continent do now, collectively, to make that vision a reality?

 

Nigeria is under Africa, so Africa must rise. Boost creative education, harmonize policies, invest in broadband, create Pan-African creative funds, and forge international partnerships. If we align resources and narratives today, Africa can rise as a cultural superpower within the next decade.

 

SUMMARY:

Thank you once again, Amb. Dr. Jamezany James, and to all Pan-African Students Press Club fans. As the proverb says, “If the roots of a tree are deep, there is no reason to fear the wind,” today’s interview reminded me that Africa’s rich cultural roots, our stories, films, music, and traditions, give us the strength to stand tall and speak boldly to the world. Through his insights, we’ve seen clearly that storytelling is more than entertainment; it is diplomacy, unity, and the bridge that connects our diverse nations. “Wisdom is like a baobab tree; no one individual can embrace it,” and by collaborating across borders, nurturing our talents, and amplifying our voices, we can shape a future where Africa tells its own story. Africa has the talent, the creativity, and the spirit, we must rise together and let the world listen.

 

— Irodili C. Iroegbu

 

Nollywood’s Dr Jamezany James (Cultural Ambassador) with Hollywood’s Mr Leigh (Hollywood’s Filmmaker   and Actor).

 

Nigeria’s UN Peace Ambassador Dr Jamezany James with Canadian born Jamaican UN Peace Ambassador Powerful Steve

 

 

Nollywood’s Dr Jamezany James with some Azania Filmmakers Association(pan-africa) members from across Africa.

Dr Jamezany James (Cultural Diplomat) at Alhaji Abdulkareem Mohammed’s KILAF film festival in Kano with some Nigerian film industry colleagues

 

Nigeria’s Dr Jamezany James cultural ambassador (forth from left,with Indian’s Scholar and Singer Dr Gayatric with her mentee,with Kenya’s Barrister Dorcas Osabwa,Nigerian King,Nigeria’s Olaide of Alliance Francaise

 

Dr Jamezany James somewhere in Africa

 

Dr Jamezany James Ex-roving Ambassador “State of the African Diaspora SOAD” with Minister of Mines and Mineral Hon.Keith Brown an African American also King Mucoki of Kikuyu Kingdom with his wife HRM Maryann

Dr Jamezany James and Star Actor Vincent Opurum

Dr Jamezany James (cultural diplomat) speaking at the festacwood film/cinema session of FESTAC Africa Festival 2025 in. Ghana

Dr Jamezany James with Legendary Nollywood Actor Jide Kosoko with a friend

Cultural Diplomacy Heavyweights: Zimbabwe Ambassador to Ghana H.E Amb Kuda Chinoza(second from left),Nigeria’s cultural ambassador H.E Dr Jamezany James(fourth from left),Zimbabwean U.K based Cultural Diplomat H.E Pardon Tapfuneyi(first from left),Nigeria’s Scholar H.E Prof Anthony(fifth from left),African American Cultural Stakeholder H.E Dr Kojo Kerukhuti William(third from left)…panelist at the “cultural diplomacy” session of FESTAC Africa Festival 2025 in Ghana.

 

African American Mr James,Nigeria’s Dr Jamezany James (on right),Nigeria’s Villager Ojuinu(left).

Dr Jamezany James (FESTAC Africa Festival Ambassador) with Eng.Yinka Abioye(FESTAC Africa Festival Chairman) at Independence Square in Ghana.

Nigeria’s Dr Jamezany James with Ghana’s Dr Akua at Accra International Conference Centre during FESTAC Africa Festival 2025

Nigeria’s Dr Jamezany James (star cultural diplomat) with Nigeria’s Olaide Turner-Moyet Artist and Director Alliance Francaise at FESTAC Africa Festival 2025 in Ghana .

Nigeria’s Dr Jamezany James (UN Peace Ambassador) with Ghana’s Winny Blink (Model).

 

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