On June 17, 2025, a WhatsApp poll was conducted in “Group 6,” a 46-member subgroup of 400-level farm year internship students of the Faculty of Agriculture at Obafemi Awolowo University, to check their choices of movies watched (Nollywood) and music listened to (Afrobeat). Of the 39 respondents with the age range of 21-27 that fall into the youthful age, having more of the female gender than males in about the ratio of 60:40, on the Afrobeats section, 23.07% listened to only Afrobeats, 2.56% to other genres not including Afrobeats, and 74.37% to both Afrobeats and other genres.
In the Nollywood section, 12.82% watch only Nollywood, while 28.21% watch others, such as Korean, American, and non-Nollywood. While 58.97% watch both Nollywood and other films. This informal poll reflects the views of a small group of OAU students, but it may not represent the views of the entire student body.
Nigerian youths are now more proud of their heritage, thanks to Afrobeats and Nollywood, but Afrobeats’ influence is more visible to the “outside” in the appeal of artistes such as Davido, Wizkid, Burna Boy, Rema, Tems, Asake, and others who are selling out shows, stadiums, and concerts in arenas such as The O2, Madison Square Garden, and many other places around the world.
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Afrobeats is gaining more traction in Nigeria, surpassing Nollywood in popularity, even though Nollywood is a big film industry on it own (Bollywood, as it is known, is the largest movie industry in terms of output, followed by Nollywood, the movie industry of Nigeria which, according to estimates from UNESCO’s Institute of Statistics, produces around 1,000 feature films each year- Guiness Book of Record). Nigerian youths also watch K-drama, Hollywood, and Bollywood films, as well as films from China, the Philippines, and South Africa etc.
Speaking with Farayola Ireayo Vivienne, a third-year Psychology student of Obafemi Awolowo University, she spoke on how ”I prefer watching Korean and foreign films over Nollywood, though I occasionally enjoy Nollywood. My favourite Korean film is “Vicenzo”, and I prefer Afrobeats to any other genre of music. I know Wizkid, I enjoy the vibe and beat.’
Adeosun Tunmife, a 100-level student of Nutrition and Dietetics, spoke about Nollywood, saying, “their stories are predictable and you always know how they will end”. Akinpelu Abiola, a 400 level student of Agric Extension, says, ‘I enjoy Nollywood more than every other, and my favourite actor is Richard Mofe-Damijo, I like Daniel Etim too.’
However, both Nollywood and Afrobeat help to reinforce local identity, with Afrobeats leading the way. The music we listen to, the movies we watch, and the influence of entertainment on pop culture have long been present in our daily activities and all around us, as it provides us with slang, dance, fashion sense, hooks, stereotypes, and shapes our culture.
Here are some of the ways Nollywood and Afrobeats have influenced pop culture and norms among Nigerian students and youths in general.
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• Language(slangs)
Nollywood movies and Afrobeats have popularised certain slang in recent years and amongst youth, who often emulate the characters they hear in music and see on screen. Slangs like “Old Taker”, “Otun ti zeh”- coined by Portable, “Otilor” that was coined by Poco Lee, “It’s plenty”, “Gbe mi trabaye”, “Odogwu”, “Achalugo”, “baddie” to mention but a few.
• Fashion Trends amongst the Youths
There’s an ongoing fashion trend of “Y2K”, and this is bringing back fashion trends from the 2000s Nollywood stars. In that sense, there is this culture of Afrobeats making a particular fashion piece trend amongst the youth, just like Asake, who recently brought the trending of military camouflage with Timberland.
Afrobeats and Nollywood are very powerful tools that influence the country’s view, thereby showcasing our culture and creativity on an international stage. This influence extends beyond just clothing, impacting cultural narratives, artistic expressions all over, and economic opportunities that are right within the fashion industry.
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• Stereotypes, Myths, Unrealistic Lifestyle and Misconceptions
Afrobeats and music in extension brought about the projection of Illuminati, and Nollywood brought about the myths of rituals. No one bears the brunt of Nollywood’s stereotype more than Kanayo O. Kanayo. He made his ritualist debut in Nollywood’s first blockbuster success, “1992’s Living in Bondage” as Chief Omego, a megarich motor spare parts dealer who sacrifices his mother for money.
In the same way that Nollywood has gone on to project movies about rituals, Afrobeats artists have gone on to project expensive lifestyles and other vices that the youths emulate to look “cool.”
Nollywood stereotypes like the Prince or a rich man falling in love with a poor maiden, Musa always being at the gate, and Igbo men being obsessed with money have left a cultural impact on our society.
Afrobeats and the religious stereotypes that promote the locus of libertinism. Religious sentiments has even recast the binary variables that underlie the word “hip hop”, as many religious people distance themselves from Afrobeats, as it encourages vulgarity and is unfit for unfeigned believers to consume, this bias is supported by christian and Islamic faithfuls and older generation but the younger people are bringing Afrobeats styles and pattern into their own beliefs.
Cultural Impact of Afrobeats and Nollywood
People were snapping with Olamide’s “baddest boy ever liveth” pose, buying Timberland that year, adding “Sneh” to names because of Olamide Baddo, the reply to “first of all” was introduction, People bought Alobam shirt because of Phyno, Godwin was played in churches, Funke Akindele had people mimicking the way she spoke in Jenifa’s diary and the same with Falz.
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Nollywood movies also serve as powerful mirrors reflecting the complexities of Nigerian society. From addressing social issues to showcasing cultural traditions, to amplifying them. They tell stories that offer a unique insight into the beliefs, values, and aspirations of Nigerians. Through a critical lens, we uncover the rich tapestry of themes woven into these cinematic creations, sparking conversations, inspiring hearts and highlighting the profound impact they have on shaping and reflecting the cultural landscape of Nigeria.
Afrobeats has overtaken Nollywood as the dominant cultural force among Nigerian youths, with a case study of OAU students, through global influence through artists like Wizkid and Burna Boy, etc and popularising Nigerian slangs and fashion, lifestyle. In the same sense, Nollywood’s massive output reflects most of the societal complexities, but many youths favour foreign movies because they cite predictable plots.
Even though both mediums shape our identity, Afrobeats is with its vibrant trends over the years with Gen Z and millennials, while Nollywood acts as a cultural mirror, with both a forefront for promoting vices and virtues. Both industries amplify Nigeria’s creative strength and prowess, as it seems to be one of the only things working here, with Afrobeats leading the charge in redefining the nation’s global cultural narrative.