Toyosi Etim-Effiong and Her Vision to Elevate Africa’s Role in Global Storytelling through Media Powerhouse

Toyosi Etim-Effiong is a dynamic force in the media and entertainment industry, renowned for bridging the gap between Nollywood and the global film and television space.

As the Founder and Chief Strategy Officer of That Good Media, a Media Powerhouse, Toyosi has built a company that champions Talent and Influencer Engagement, Public Relations, Creative Solutions, and Strategic Partnerships.

Her work focuses on connecting Africa’s burgeoning creative industry with international markets, notably facilitating collaborations between Nollywood and its global counterparts.

Etim-Effiong recently announced that her
leading Nigerian media and entertainment powerhouse, ‘That Good Media,’ will commence its Motion Pictures Division and the inaugural That Good Media International Film Festival.

These laudable initiatives represent the her commitment to elevating African storytelling, connecting local talent to global platforms, and fostering a new era of cross-cultural cinematic collaboration.

The Motion Pictures Division will focus on producing world-class feature films, documentaries, and television series that present authentic, culturally rich, and universally resonant narratives. Simultaneously, the International Film Festival will spotlight diverse voices, celebrate emerging talent, and position Africa as a cornerstone of global film culture.

Toyosi Etim-Effiong, Founder and Chief Strategy Officer of the firm, emphasised the vision behind this expansion saying,

“African storytelling tradition is one of the richest in the world, yet it has often been underrepresented in global cinema. With our Motion Pictures Division and Film Festival, we’re building a global movement, starting with Nigeria first.

Speaking on her drive behind the initiative, the Founder further denoted, “This is about driving Nigeria’s creative economy forward, giving our stories the global platforms they deserve, and shaping the narrative for generations to come.”

The launch has been hailed as a strategic step in aligning the Nigerian creative industry with international markets. Industry observers note that these initiatives will further foster economic growth by creating jobs, nurturing talent, and building sustainable partnerships across borders – which has always been a part of the entertainment company’s imprint through their ever evolving Talent and Media Management arm.

As the world increasingly turns its attention to Africa as a hub for creativity, That Good Media’s dual initiatives aim to solidify the continent’s role in shaping the future of global cinema.

That Good Media is a Nigerian-based media and entertainment company, founded by Toyosi Etim-Effiong, that is committed to connecting Nigerian talent and content to global opportunities. Building on its extensive international partnerships, the company is now expanding into producing globally relevant and culturally rich films and series that speak to universal themes and diverse international audiences.

With over a decade of hands-on experience, Toyosi’s career highlights include securing Hollywood participation in the Africa Magic Viewers’ Choice Awards and forging a key partnership between Nollywood and the Essence Film Festival.

Through these initiatives, she has created platforms that elevate African creatives, giving their stories global prominence. Her leadership at That Good Media has made the company a trusted partner for organizations seeking to build bridges between the Nigerian creative economy and international media industries.

Toyosi’s deep understanding of the creative industry, combined with her strategic insight, positions her as a leader in advancing the growth of the Nigerian creative economy. She spearheaded the creation of the Independent Producers’ Workshop, a multimedia program that nurtures emerging talent and media professionals. As an advocate for cultural exchange, she continuously fosters international partnerships that showcase the rich storytelling traditions of Nigerian creatives, with a vision to see Nigeria’s influence expand globally.