I will begin with the end, and in the end, I will end with the beginning.
What is Kannywood?
A Wikipedian provided this perspective: “Kannywood is the sobriquet for Hausa-language cinema. It is a part of the larger Nigerian cinema, known as Nollywood, which includes other production centres producing films in many other Nigerian languages.”
The emphasis, according to this Wikipedian, is on language, and they provided this perspective to distinguish Kannywood from its ‘larger cousin’, Nollywood. This means, whether we like it or not, Kannywood will continuously be seen as part of Nollywood, until we change the narrative ourselves and stopped being awed by an industry that is definitely junior to our own. Let me share a personal experience.
I was privileged to be a Zuma Film Festival Jury in its 2010 edition, as well as the paper presenter. I was the only northerner in the Jury, but not the only Hausa. The team was led by Rahmatou Keïta a Nigeriène Hausa journalist and filmmaker based in Paris. Films were submitted from all over the world, including many from Kannywood, and of course, Nollywood. We sat down over croissants and coffee to decide the approach we should adopt in awarding categories to the films.
Right there and then it was decided that there was no way any Kannywood film will win the ‘Best’ of the categories – Picture, Actor, Actress, Script, Cinematography, etc. I argued that if we went by this reasoning—for which there was no rational basis—that would exclude indigenous language films from getting recognition, including those from Nollywood not in English language. A lot of arguments ensured about production values, storylines, meeting the Zuma Festival submission requirements, etc.
In the end, after two hours of back and forth, I was asked to suggest a category in which all local language films would fit in, even if from Nollywood. I suggested Indigenous Film category. This was accepted. If it was any consolation, foreign film entries were also lumped into “Best Foreign Film”. Meaning that ONLY Nollywood films will get all the glory of being the Best of the best in everything. Thus, for the Nigerian Film Corporation, Kannywood is just a subset of Nollywood. Begging the question, What is Kannywood?
The least NFC can do is to reimagine the festival according to film cultures. Let us say, for the sake of the argument, NFC recognizes Hausa, Yoruba and Igbo film cultures. A separate festival can be held for each of these cultures celebrating their ‘Best’ actors, actresses, cinematography, script, etc. As it is now, no matter how excellent, for instance, a Hausa actor is (or think he is), he will never be ‘Best Actor’ in the NFC festival. And good luck to him attempting to be the Best Actor in a ‘mainstream’ Nollywood film in which he merely appears as a token Aboki to attract audiences to a Nollywood film.
Now, let me address the other variable in this post. “Counterculture” refers to a cultural group whose values, norms, and practices are significantly different from and often in opposition to those of the mainstream society. These groups often challenge established societal norms and advocate for alternative lifestyles or beliefs. Counterculture is expressed in various forms, including popular culture.
Counterculture became critical in contemporary Hausa media anthropology because of the rapid rise and adoption of visual technologies through social media by Hausa youth of all shades—male, female and often transitioning or LGBT+. The visibility in social media provides Hausa youth with a paradoxical cloak of invisibility, in what I refer to as ‘invisible visibilities.’ They visually, boldly and unapologetically appear brash, aggressive, suggestive, sexual, assertive and insouciant. For the most part, we don’t know who they are, despite seeing them and applauding, hailing, hating or cursing them.
The rise and popularity of social media provided Hausa youth with a perfect visual counterculture template. Crude at the beginning, but getting sophisticated as time flies. Initially restricting themselves to the ‘big’ social media – YouTube, Instagram, Snapchat—the arrival of more flexible platforms, mainly TikTok, Reels, gave the freedom to let loose creative energies.
YouTube provided the first explicit platform. It led to the emergence of what I call ‘Hausa Adult Influencers’ They included Muneerat Abdulsalam, Yasmin Harka, Laure Jibiya, Ummi Zandar, Tani Harka 24, etc. They dispense raw explicit advice on heterosexual adult relationships; Laure Jibiya, possibly a pseudonym, was the only one who dispenses her advice from an Arabian face veil, making it difficult to identify her. Ummi Zinder uses a name that has possible connotation to nudity: Hausa zindir; but could also be a referent to Zinder, the Nigeriène city, locally called Damagaram. Falmati Chadi, again like others, without any other traceable history, would appear to come from Chad Republic.
Obviously, each approaches her broadcast—all in the Hausa language—with a script, a production schedule, and a series of technical and editing equipment, all put together by a person who acts as a director. The large numbers of views generated by these channels are completed by internet bots that rip the audios from the videos and make it easy for users to download the voices without having to log on to the video channel – which saves data, and at the same time, enable clandestine engagement with the contents of the channels without the videos.
Of course, they are countless other Hausa-centric YouTube uploads—ranging from music, to short films and comedy skits. Some audaciously affix ‘Kannywood’ to their channels—which is okay since no one owns ‘Kannywood’ as a label for anything. Are these YouTube uploads ‘films?’ Can they be referred to as Kannywood, even if they are NOT necessarily based in Kano or aimed specifically at the markets in Kano?
Enter TikTok and Reels. Millions of videos. Short attention-grabbing dialogues. Some with structured scripts and actors, shooting schedule, clear effective direction and editing, And messages; for it is not all pearls of fun and laughter.
Take Ɗan Bello. A professional cinematographer and scriptwriter. With world class video and editing equipment, storyline, excellent editing. With script no Hausa filmmaker dare to write or visualize: a critique of society and governance. A 30-second script unraveling over 30 years of spiral corruption and misgovernance. Are we still in Kannywood?
What of Yagamen? Or Murja Ibrahim Kunya. Love her. Hate her. You can’t ignore her. That’s for sure. Capable of evoking almost all emotional ranges: amusement, annoyance, irritation, exasperation, pity, adoration in virtual stand-up monologues. She expresses her thoughts explicitly and does not care whose ox is gored. She has made several allusions to being ‘Kannywood’. Cultural Kannywood will dispute this membership of their hallowed cult. So where do you put Eddie Murphy, Richard Prior, Tracy Morgan, Jamie Foxx, Whoopi Goldberg and other comedians who became some of the biggest names in Hollywood?
And G-Fresh Al-Amin. An excellent rapper whom I mentored once (listen to his ‘Kano to California Remix’). Can he lay claim to Kannywood? Or Hassan Makeup, Sadiqa (previously known as Sadiq) and other influencers with alternative sexualities. Daring to boldly go where no Kannywood producer will dare to go. I know. Purist will claim these are not Kannywood. These social media Hausa alterities lay claim to Kannywood – only that they provide a countercultural narrative. Each skit, monologue provides a story, completing with a marketing structure; for the money is made in the AdSense clicks some have activated. Bringing in few dollars. And no censorship.
If we debunk Hausa counterculture alterities as not being serious, not being ‘films’ in the accepted sense (whose accepted sense?) then how do we explain cinéma vérité? If you have a strong stance on a political or social issue, cinéma vérité is a vehicle to express and defend your opinions. All the Hausa counterculture videographers can be lumped as cinéma vérité—a perfectly valid form of cinematic expression. It combines improvisation with use of the camera to unveil truth or highlight subjects hidden behind reality.
This, of course, excluded religious or journalistic social media as these are focused on a particular topic often in a didactic and linear fashion. Counterculture social media is about rebellion to the established public culture, or teasing out things public culture would rather hide or gloss over in a ‘conventional’ cinematic expression.
TikTokers Khadijah Ibraheem and Anti Hussaina use this technique to criticize—as well as appreciate—boys (“kai, guy ɗin nan ya sha wanka”). And in case you label them something else for expression their frank views, they do so in full Muslim hijab, and all clean dialogue. Not a single swear or foul word. Contrast their dialogue with Murja Ibrahim Kunya – all about female sexuality, but in different delivery modes. Aminu J and Abis Fulani provide critical commentaries on news events. Bilal Villa is transnational in using local resident Lebanese in his dialogues, giving a unique dimension to commentary on Kano society. Still not Kannywood? How about this, then.
One of the craziest aspects of Kano is that even people with clearly mental health issues become celebrities in a process the literature refers to Celebrification. The last three years saw the emergence of Ale (a Kano specific corruption of the word, Alhaji) Rufa’i Bulgates (another corruption, of Bill Gates, the founder of Microsoft), the man who created new virtual currencies, ‘Gangalion’ and ‘Americallion’. He uses this currency to buy whole countries. His relatives reported his skit makers to the police and an order was issued banning making any videos of him taking advantage of his gullibility. They started regretting it later, because….
…no sooner had he disappeared from the scene, than another one emerged. Ale Umar Bush. A load-carrier in the Kwanar Singer segment of the Kano Sabon Gari Market. In a short period of time, he became stupendously rich because the way he amuses people with incredibly horrible foul language. I guarantee you, no language provides the most disgusting foul abuses like the Hausa language. This guy knew them all and utters them with relish and stern face. Like a circus performer, he gets invited to meet important people and foreigners, including Arabs and Indians, to be feted for their amusement, with videos taken and sent to their countries: “hey, look, a crazy African.” I once flew in the same plane with him to Abuja where he was invited to provide amusement to people who are presumably mentally healthy, but enjoy teasing a mental patient. Like kids holding a hapless insect in their hands and getting amused at ripping off each of its wings.
Now, he is a film star. Yes, he has just starred in his first 12-minute film, “Sallah Ram Deal in Kano”. It was produced by Abdulgafar Ahmad Oluwatoyin, aka Cuteabiola, a Nollywood comedian, who starred in it. Someone has found a way of weaving a script around a foul-mouthed mental patient and creating amusement for non-mental health people. Cute Abiola himself posted the story on his Facebook timeline. It generated 471 comments, hugely appreciative of this new dimension of Northern Nollywood, and 272 shares. Are we still in Kannywood?
Over the last five years, social media has enabled the creation of Hausa countercultural microcinema—short films, often created with low budgets and minimal equipment, which is a good fit for the brief, often amateur or semi-professional nature of social media videos—and cinéma verité that provide a countercultural narrative to life in both urban and rural Hausa societies. Cinema is multifaceted medium that combines art, technology, and industry to create and share moving images, offering a powerful means of storytelling and cultural expression. Nothing says how long it has to be. Or how expert the cinema maker has to be.
The whole point of my argument is that Hausa social media counterculture skitters, shorties, documentaries, comedies, the whole ball of wax, are increasingly claiming they are also Kannywood. The non-counterculture Kannywood leadership on the other hand struggle hard to create a dividing line. They faced this with the Hiyana incidence in 2007 where virtually every actress is seen as a Hiyana, derailing the image of Kannywood.
I will end with the beginning.
What, exactly, is Kannywood?
* Abdalla Uba Adamu, a former Vice-Chancellor of the National Open University of Nigeria (NOUN), is a double Professor – of Science Education and Media Studies – at Bayero University, Kano
